구조방정식을 이용한 보험영업사원의 고객관계 형성 유형이 고객몰입에 미치는 영향 분석
An Analysis of the Influence of Customer Relationship Building Types of Insurance Salesperson on Customer Commitment Using Structural Equation
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초록
본 연구에서는 보험영업사원들이 고객과의 장기적인 관계형성을 위하여 필요한 고객관계형성 유형을 비즈니스 관계형성과 사회적 관계형성으로 구분하였다. 고객관계형성 유형에 영향을 미치는 보험영업사원의 행동유형을 규명하고 이들의 영향관계를 살펴본 후에 고객관계형성 유형이 고객몰입에 미치는 영향관계를 구조방정식을 통하여 살펴보았다. 영업사원들이 고객과의 장기적인 관계형성을 위해서는 비즈니스 관계형성에 더 주력해야 하며, 이를 위한 행동요인으로는 접근행동, 공감대형성행동, 네트워킹행동이 효과적인 것으로 나타났다. 또한 사회적 관계형성은 비즈니스 관계형성에 유의한 영향을 미치는 것으로 나타났으며, 비즈니스 관계형성과 사회적 관계형성 모두 고객몰입에 유의한 영향관계를 보였다. 영업사원들은 비즈니스 관계형성에 더 노력해야 하며, 사회적 관계형성과 결합된 비즈니스 관계형성 행동을 지속적으로 수행하는 것이 효과적이라는 것을 규명하였다.
Abstract
This study divides the types of customer relationship buildings required for long-term relationships of insurance salesperson with customers into business relationship building and social relationship building. After identifying the types of behaviors of salesperson that affect the type of customer relationship building, we examine the impact of customer relationship type on customer commitment through the structural equation. Salesperson need to focus more on business relationship building to form long-term relationships with customers, and for that purpose, the action factors of customer relationship building include effective approaching, common grounding and networking behavior. Social relationship building has also been shown to have a significant impact on business relationship building, and both business and social relationship building have significant implications for customer commitment. The research finds that salesperson should work harder on forming business relationship building and that it is effective to continue to carry out business relationship building combined with social relationship building.
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