생명보험 서비스 품질과 보험설계사의 역량이 고객 행동 의도에 미치는 영향: 고객만족의 매개효과를 중심으로 = The Effect of Service Quality and Insurance Consultants’ Competency on Customer Behavioral Intention in the Life Insurance Industry: The Mediation Effect of Customer Satisfaction

다국어 초록 (Multilingual Abstract)

The service qualities of all industries have become more and more critical since service quality is associated with customer satisfaction, and consequently repurchasing products and transmitting positive word of mouth. In the life insurance industry, there are two main services which directly affect customer satisfaction. One of them is produced by a company-wide perspective. The other one is produced by individual insurance consultants. This study investigated how a company-wide service quality dimensions and insurance consultants’ competency dimensions affected on customer behavioral intention with the mediating role of customer satisfaction. According to the analysis results, some service quality dimensions and a insurance consultants’ competency dimension indirectly influenced customer behavioral intentions when customer satisfaction played a mediating role. Especially, reliability among serviced quality dimensions and expertise of insurance consultants’ competency dimensions had significantly more effects on customer satisfaction, and then it also affected customer behavioral intentions. Therefore, it was identified that customer satisfaction played a partially mediating role between service quality or insurance consultants’s competency and customer behavioral intention.

국문 초록 (Abstract)

모든 산업에서 서비스 품질은 점점 더 중요해지고 있으며, 이는 서비스 품질이 고객만족과 관련되어 종국적으로는 소비자의 재구매 의도 및 구전 의도에 영향을 미치기 때문이다. 생명보험 산업에서는 고객만족에 영향을 미치는 2가지 주요 서비스가 있다. 즉, 생명보험 산업에서는 전사적 내부 수준의 서비스와 개별 보험설계사 수준의 서비스가 고객 서비스로 가장 중요하다. 본 연구에서는 전사적 내부 수준의 서비스 품질 차원과 개별 보험설계사 역량 수준이 고객 행동 의도에 미치는 영향이 고객만족에 의해 매개되는지를 조사하였다. 분석결과에 의하면, 서비스 품질 차원 중 일부와 보험설계사 역량의 1개 차원이 고객 행동 의도에 고객만족의 매개역할을 통해 간접적 영향을 미치는 것으로 나타났다. 특히 서비스 품질의 신뢰성 차원과 보험설계사 역량의 전문성 차원이 고객만족에 더욱 유의한 영향을 미침으로써 종국적으로는 고객 행동 의도에 유의한 영향을 미치는 것으로 나타났다. 따라서 고객만족이 생명보험 서비스 품질과 보험설계사 역량의 일부 차원들이 고객 행동 의도에 미치는 영향력을 매개해주는 것으로 밝혀졌다.

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