생명보험상품 재가입에 영향을 미치는 고객만족 요인에 관한 분석

Abstract

This research reflects efforts to innovate insurance products and services in response to environmental changes surrounding the insurance industry, such as demographic shifts, technological advancements, and evolving consumer needs. The study's significance lies in its empirical analysis of customer satisfaction factors influencing life insurance product re-enrollment. The empirical findings not only provide valuable insights into customer satisfaction needs and information for insurance companies' marketing strategies and product development but can also serve as excellent sales indicators for insurance planners. The research results are as follows. Insurance companies should absolutely have differentiated services that customers can satisfy about the seven factors of service quality, and in the case of products, the process-side reliability, kindness, active support, accessibility, and physical environment should be further supplemented while maintaining the basic and unexpected additional services of the product. Finally, the seven factors of service quality of insurance planners, which showed the most significant results of customer satisfaction, can be seen as the biggest selling points of life insurance products. Therefore, it can be seen that insurance planners should be competitive through strengthening their capabilities and more differentiated services.