보험서비스품질 결정요인에 관한 연구

다국어 초록 (Multilingual Abstract)

The service quality is the most important variable in service marketing. The most renowned study on dimensions of service quality is that of Parasuraman, Zeithaml, Berry. Five dimensions, that are tangibles, reliability, responsiveness, assurance and empathy, were suggested in SERVQUAL model and these dimensions have been applied to many studies on service quality.
But recent work in the area advised against using those dimensions to evaluate service quality. So, this study has been conducted to examine the significance of five dimensions and to devise a more suitable tools for evaluating and controlling service quality. Also, in order to contribute to the formulation and implementation of the efficient service marketing strategy, the improvement of service quality in insurance industry of Korea, this study is aimed at the following;
First, to identify the factors associated with the measurement of insurance service quality, and evaluate, select and improve the most effective method of measuring insurance service quality.
Second, to find out the determinant factors of insurance service quality and present strategic application of those factors in marketing practice.
For the purpose of this study, SERVQUAL model was modified to develop a questionnaire and the strategic applications were developed for Korean insurance industry.
The results of empiracal evidence of this study are as follows;
First, the explanatory power was improved by adding quality variables(an answering machine installation, a serviceable loan service, facilities, a serviceable transport, an excellent insurance product, an entrance period, a windows service, a premium, a standby hour. Etc.)
Second, the study found the service quality determinants are responsiveness, general service, empathy, reliability, tangibles, insurance product, a window service.