생명보험 서비스 품질평가 모형개발 연구 : SERVPERF에 의한 측정변수 개발 = (A)study on the development of service quality evaluation model in life insurance

다국어 초록 (Multilingual Abstract)

This empirical study analyzes the significant factors that affect customer satisfaction with the services offered by life insurance companies, by identifying the services customers would like to get from life insurance companies in 2005. In addition, this study tries to find the significant measuring variables(sub-discernments) of these identified significant factors, and their relative importance for customer satisfaction.
This study also presents a Service Quality Evaluation Model for Life Insurance Companies. To make the model, we use two regressive relationships ― 1) between the degrees of customer satisfaction with the company and with the factors, and 2) between the degrees of customer satisfaction with the factors and with the measuring variables, based on customer responses to a questionnaire using a 7- point Likert Scale.
Lastly, this study reviews the possibility of practical model usage, i.e., usage of Service Quality Evaluation Model scores to determine the repurchase intentions of life insurance customers, by means of discriminant analysis.
We analyzed the service factors by means of factor analysis, based on the result of survey with 1,339 customers in 5 major cities and all provinces in South Korea in the period of November 20th 2004 to January 10th 2005. Through this process, we confirmed statistically significant measuring variables by multiple regression analysis and set up a formula of linear regres- sion. As well, confirmed through discriminant analysis that the numerical value calculated by the formula was well explaining of customers' intention to repurchase life insurance policy.
The results of this study are as follows.
First, it is confirmed that the number of major factors which affect customers' satisfaction with their life insurance company are 5, in terms of ①sales person factor(with 6 significant measuring variables), ②payment service factor(with 4), ③product attractiveness factor(with 4), ④customer management factor(with 3), ⑤Company image factor(with 5), and with an additional loan service factor(with 4). Especially, this research finds that some of the measuring variables affecting the satisfaction with a company confirmed in previous studies are not significant any more at present, a result of the recent changes in operational circumstances of life insurance companies.
Second, the service quality evaluation model with 7-point Likert Scale method is shown to a linear regression formular as like formular 1 to 7. Regarding to the result of questionnaire, we tried to convert it to log, square root and inverse function to check its effectiveness, but it is turned out that the original suggested model is the most effective to explain the level of customer's company satisfaction, in terms of homoscedasticity and linearity.
TSS =
1.74+0.13*FS₁+0.12*FS₂+0.06*FS₃+0.13*FS₄+0.21*FS_(5) (1)
FS₁=0.23+0.25*B2+0.08*B3+0.10*B4+0.08*B5+0.15*B6+0.27*B7 (2)
FS₂=0.65+0.08*E2+0.13*E3+0.23*E5+0.41*E6 (3)
FS₃=1.38+0.09*C1+0.18*C2+0.17*C4+0.28*C7 (4)
FS₄=2.64+0.23*D1+0.17*G5+0.10*G6 (5)
FS_(5) =1.04+0.27*D3+0.22*G1-0.19*G2+0.15*G3+0.20*G4 (6)
FS_(6) =0.55+0.08*F3+0.10*F4+0.18*F6+0.340*F7 (7)
Third, it is known that the discriminance through discriminant analysis for 3 groups that are classified to 'changing company' group, 'repurchasing' group and 'decision after comparison' group' is deteoriorated a lot. Another result of discriminant analysis by narrowing above 3 groups to 2 groups (a group having an intention to change company and the other group announcing repurchase of policy) shows that the value of TSS can discriminate the intention of repurchase within significant level. The ratio of error is 25%, and 59 people (39%) are discriminated to a group planning insurance company, out of 151 respondents, as well, 291 people (91%) are discriminated as a group to repurchase, out of 320 respondents.
Even though we say that the feature of insurance service is rather closer to empirical quality than exploratory one, the model shows that, if we can set up an appropriated evaluation model, it is possible for prospective customers to choose a life insurance company which would maximize their satisfaction by exploring each company's different service quality before their purchase.

목차 (Table of Contents)

• 목차
• 제 1 장 서론 = 1
• 제 1 절 연구의 배경 및 목적 = 1
• 1. 연구의 배경 = 1
• 2. 연구의 목적 = 3
• 제 2 절 연구의 구성 및 방법 = 5
• 1. 연구의 구성 = 5
• 2. 연구의 절차와 방법 = 5
• 제 2 장 보험서비스 품질의 개념 = 7
• 제 1 절 서비스 = 7
• 1. 서비스의 정의 및 특성 = 7
• 2. 서비스 품질 = 10
• 3. 서비스 품질측정 = 13
• 1) 소비자 만족 = 14
• 2) 갭(Gap) 이론 = 16
• 3) SERVQUAL = 18
• 4) SERVPERF = 23
• 5) 평가된 성과(EP) 모형과 규범적 품질(NQ) 모형 = 25
• 제 2 절 보험서비스 = 26
• 1. 보험서비스 특성 = 26
• 2. 보험서비스 품질 개념 = 28
• 1) 보험서비스 품질 = 28
• 2) 보험서비스 품질 측정변수 = 31
• 3) 보험서비스 품질측정의 중요성 = 35
• 제 3 장 선행연구 검토와 연구의 설계 = 38
• 제 1 절 보험서비스 품질에 관한 선행연구 = 38
• 1. 기존연구 검토 = 38
• 2. 기존연구의 한계점 = 45
• 1) 산업별 특성 도외시 = 45
• 2) 공급자(마케터) 중심의 평가 = 47
• 제 2 절 연구의 설계 = 49
• 1. 기본방향 = 49
• 1) 보험서비스 품질측정 = 49
• 2) SERVPERF 이론에 의한 성과측정 = 50
• 3) 요인설정 = 50
• 4) 상대평가 = 53
• 2. 연구 설계 = 53
• 제 4 장 실증분석 = 56
• 제 1 절 변수와 데이터 = 56
• 1. 측정변수 탐색 = 56
• 2. 변수의 조작화 및 연구모형 = 59
• 3. 설문구성 및 자료수집 = 63
• 4. 요인분석 = 66
• 1) 단계별 분석 내용 = 66
• 2) 신뢰도 및 타당성 검토 = 73
• 제 2 절 평가모형의 도출 및 활용가능성 검토 = 74
• 1. 회귀분석 결과 = 74
• 1) 요인내 측정변수 만족도와 요인 만족도 = 75
• 2) 각 요인별 만족도와 회사만족도 = 80
• 2. 서비스 품질 평가모형 설정 = 81
• 1) 평가모형 설정 = 81
• 2) 변수변환 및 모형변환 검토 = 83
• 3. 평가모형의 실용성 검토 = 90
• 1) 평가모형 적용 예시 = 90
• 2) TSS값에 의한 재구매의도 판별가능성 검증 = 94
• 4. 생명보험 서비스 품질평가 모형 = 105
• 제 5 장 결론 = 108
• 제 1 절 요약 = 108
• 제 2 절 향후 연구과제 = 109
• 1. 본 연구의 한계 = 109
• 2. 후속 과제 = 111
• 참고문헌 = 113
• 부록1:별표 참고자료 = 120
• 부록2:요인별 만족도의 변수변환 검토 결과 = 129
• 부록3:설문서= 136
• ABSTRACT = 142