본문 바로가기
KERD
논문KCI 등재

보험회사의 서비스 품질, 사회적 책임활동과 고객행동의도 간의 관계에서의 신뢰 및 고객-기업동일시의 매개효과

The Mediating Effect of Trust and Customer-Company Identification(CCID) on the relationship between Service Quality, CSR and Behavioral Intention in Insurance Company

박현숙|홍순란
서비스사이언스학회 (The Society of Service Science)|2018.03|서비스 연구 (Journal Of Service Research and Studies)|제8권 제1호|pp. 123-143|DOI http://dx.doi.org/10.18807/jsrs.2018.8.1.123

0

조회

0

다운로드

4

인용

0

참고문헌

키워드

서비스 품질Service Quality신뢰TrustCSR행동의도Behavioral Intention고객-기업동일시CCID
주제분류학제간연구

초록

본 연구는 금융서비스 산업에서 고객의 신뢰를 중시하는 보험회사에서의 서비스 품질 및 사회적 책임(CSR) 활동과 고 객 행동의도 간의 관계에서 고객신뢰와 고객-기업 동일시(CCID)의 역할에 대하여 실증 조사하고자 하는 것이다. 본 연구 의 표본은 전국 보험가입자들을 대상으로 설문조사 실시하였고 이들 설문자료를 바탕으로 AMOS 통계기법을 이용하 여 분석하였다. 분석결과, 첫째, 보험회사의 CSR활동은 고객신뢰 및 고객-기업 동일시와 모두 정(+)의 유의한 관계 가 존재하였으며, 단 서비스품질은 고객신뢰와는 유의한 관계가 있었으나 고객-기업동일시에는 유의한 영향을 주지 못했다. 둘째, 신뢰 및 고객-기업동일시(CCID)는 고객 행동의도와 정(+)의 유의한 관계를 가지고 있음을 발견하였다. 셋째, 서비스품질 및 CSR과 고객 행동의도 간의 상호관계에서 고객 신뢰 및 고객-기업 동일시(CCID)가 매개효과를 나타내고 있음을 알 수 있었다. 본 연구 결과는 보험회사의 서비스 품질 및 CSR 활동이 고객신뢰 및 고객-기업동일 시를 증대시키며 또한 이러한 서비스 품질 및 CSR 활동이 고객 신뢰와 고객-기업 동일시(CCID)에 의하여 매개되어 질 때 재구매, 긍정적인 구전활동 등의 고객행동에로 연결되어짐을 나타내 보여주고 있다. 또한 본 연구는 향후 서비스 마케팅과 CSR 관련 문헌 연구 및 향후 보험회사의 마케팅 전략수립에 기여할 것이다.

Abstract

This research examines empirically the causal relationship among service quality, CSR, trust, customer-company identification(=CCID), customer`s behavioral intention as well as the mediating effect of trust and CCID on the relationship between service quality, CSR and customer`s behavioral intention in insurance industry. With this background, this study conducted a statistical analysis based on survey data collected from insurance customers. The result of this empirical study is as follows. First, insurance company`s CSR activity has a positive impact on customer`s trust and customer-company Identification( =CCID). Second, both customer`s trust and CCID have positive and significant effect on customer`s behavioral intention. Third, we also find that both trust and CCID has a mediating effect on the relationship between service quality, CSR and customer`s behavioral intention. This research shows that CSR activity of insurance company can enhance both customer`s trust and CCID, in turn, when CSR activity and service quality is mediated by customer`s trust and customer-company identification, it could be linked to customer`s behavioral intention such as repurchasing, positive WOM(=word of mouth). This study is likely to contribute to CSR and service marketing research of insurance company.

참고문헌 (40)

  1. Ahearne, M., "Antecedents and consequences of customer-company identification: Expanding the Role of Relationship Marketing", Jouranl of Applied Psychology, 90(3), pp.574~585 (2005)
  2. Aquino, K., "The self-importance of moral identity", Jouranl of Personality and Social Psychology, 83(6), pp.1423~1440 (2002)
  3. Bhattacharya, C. B., "Consu mer-Company Identification : framework for understanding consumers relationships with companies", Journal of Marketing, 67(2), pp.76~88 (2003)
  4. Bishop, J. S., "The Impact of Perceived Closeness on Differing Roles of Satisfaction, Trust, commitment, and Comfort on Intention to Remain with Physician", Health Marketing Quarterly, 26(1), pp.1~15 (2009)
  5. Bowen, H. R., "Social Responsibilties of the Businessman" (1953), Harper & Row
  6. Carroll, A. B., "The Pyramid of Corp- orate Social Responsibility: toward The Moral Management of Organizational Stakeholders", Business Horizons, 4, pp.497~505 (1991)
  7. Chieh, P. L., "Understanding Purchase Intention During product -Harm Crises; Moderating Effects of Perceived Corporate Ability and Corporate Social Respon sibility", Journal of Business Ethics, 10(1), pp.455~471 (2011)
  8. Cornwell, T. B., "Corporate Sponsorship of a Cause: The Role of Identification in Purchase Intention", Journal of Business Research, 53(3), pp.268~276 (2005)
  9. Du. S., "Reaping relational rewards from corporate social responsibility: The role of competitive positioning", International Journal of Research in Marketing, 24(1), pp.224~241 (2007)
  10. Crosbym L. A., "Relationship Quality in Service Selling: An Interpersonal Influence Perspective", Journal of Markeing, 54(3), pp.68~81 (1990)
  11. David, P. S., "Corporate Social Responsibility Practice, Identity and Purchase Intention: A Dual Process Model", Journal of Public Relation Research, 17(3), pp.291~313 (2005)
  12. Elivert, H,, "The Current Status of Corporate Social Responsivenes", Business Horizons, 16(4), pp.5~15 (1973)
  13. Fogli, L., "Customer Service Delivery" (2006), Jossey-Bass
  14. Foster, B. D., "Relationship Selling and Customer Loyalty", Marketing Intelligence and Planing, 18(4), pp.185~199 (2000)
  15. Freeman, R. E, "Strategic Management : A Stakeholder Approach" (1984), Pitman Publishing
  16. Du. S., "Reaping relational rewards from corporate social responsibility: The role of competitive positioning", International Journal of Research in Marketing, 24(1), pp.224~241 (2007)
  17. Gefen, D., "Consumer Trust in B2C e-Commerce and the importance of Social Presense: Experiments in e-Pro ducts and e-Service", Omega, 32(1), pp.407~424 (2004)
  18. Goldsmith, Ronald, E., "The Impact of Corporate Credibility and Celebrity on Consumer Reaction to Advertisements and Brands", Journal of Advertising, 29(3), pp.151~168 (2000)
  19. Gremler, D. D., "Customer-Employee Rapport in Service Relationships", Journal of Service Research, 3(1), pp.82~104 (2000)
  20. Gronroos, C., "Service Management and Marketing: A Customer Relationship Management Approach" (2000), John Willey & Sons, Ltd
  21. Haumann, T., "Footprints in the sands of time: a comparative analysis of the effectiveness of customer satisfaction and customer-company identification over time", Journal of Marketing, 78(6), pp.78~102 (2014)
  22. Homburg, C., "Social Identity and the service-profit chain", Jouranl of Marketing, 73(2), pp.38~54 (2009)
  23. Hwang B. H., "Study of Corporate Social Responsibility and Sincerity, Specialty on Corporate Reputation", Journal of Adverti-zement, 15(5) (2004)
  24. Jeong, E.S., "The Effect of Corporate Social Responsibilit on Company Image and Purchase Intention", Journal of Korea Management, pp.743~757 (2014)
  25. Keller, K. L., "Strategic Brand Manag ement" (1998), Prentice Hall
  26. Lichtenstein, D. r., "The effect of corporate social responsibility on customer donations to corporate supported nonprofits", Journal of Markeitng, 68(4), pp.16~32 (2004)
  27. Maignan, I., "Corporate social responsibility & Marketing : an integrative framework", Journal of the Academy of Marketing Science, 32(1), pp.3~19 (2004)
  28. Marin, L., "The role of identity sailence in the effects of corporate social responsibility on consumer behavior", 84(1), pp.65~78 (2009)
  29. McDonald, L. M., "Corporate social responsibility and bank customer satisfaction", International Journal of Bank Marketing, 26(3), pp.170~182 (2008)
  30. 남상욱, "한국 보험회사의 CSR 속성과 소비자 신뢰에 관한 실증연구", 리스크관리연구, 27(1), pp.33~65 (2016), 한국리스크관리학회[DOI]
  31. Osterhus, T. L., "Pro-Social Consumer Influence Strategies; When and How Do They Work?", Journal of Marketing, 61(10), pp.16~29 (1997)
  32. Parasuraman, A., "Servqual; A multiple item scale for measuring consumer perceptions of service quality", Journal of Retailing, 64(1), pp.12~40 (1985)
  33. Pivato, S., "The impact of corporate social responsibility on consumer trust : the case of organic food", European Review, 17(1), pp.3~12 (2008)
  34. Sen, S., "Does doing good always lead to doing better?", Journal of Marketing Research, 38(5), pp.225~243 (2001)
  35. Smith, C. N., "Corporate Social Responsibility : whether or how?", California Management Review, 45(3), pp.52~76 (2003)
  36. South China Morning Post., "Profit to be found in companies That Care", ~ (2002)
  37. Swanson, S. R., "The effects of perceived service quality on repurchase intentions and subjective well-being of chinese tourists; Mediating role of relationship quality", Tourism Management, 52(1), pp.82~95 (2016)
  38. Vlachos, P. A., "Corporate social Responsibility : attributions, loyalty and the mediating role of trust", Journal of the Academy of Marketing Science, 37(2), pp.170~180 (2009)
  39. Yoon, Y., "The Effect of Corporate Social Responsibility Activities on Companies with Bad Reputations", Journal of Consumer Psychology, 16(4), pp.377~390 (2006)
  40. Zeithaml, V. A., "The behavioral consequences of service quality", Journal of Marketing, 60(2), pp.31~46 (1985)

이 간행물의 다른 논문 (8건)

서비스본질기반의 지혜자산화 서비스디자인 제안김현수pp. 1-12Country of Origin, Global Identity, and Social Influence for Success as Global Brand김영길, 김수욱, 이민환pp. 13-26서비스 본질 특성과 동태적 역량이 중소제조기업의 조직혁신에 미치는 영향이정선, 김현수pp. 27-39Analysis of Relationship between Academic Achievement and Job Satisfaction of Secondary NCS Vocational Education최수호pp. 41-57국제표준기구의 SW 개발 공정 인증을 위한 서비스 설계 및 인증 관리 도구: ADONIS이성현, 최영복, 이문근pp. 59-72
원문 보기