보험소비자의 비대면채널 선택 결정 요인에 관한 연구

Abstract

The advantages of non-face-to-face channels(NFFC) are that it can be used as a differentiated marketing strategy for small and medium-sized insurance companies and the convenience of consumers due to less of a premium burden compared to face-to-face channels(FFC). With the development of information technology, information about products is easily shared, and as the number of consumers familiar with using digital devices increases, the use rate of NFFC is increasing, but it is still lower than FFC. In this study, the characteristics and satisfaction of consumers by sales channel were analyzed for 486 consumers who had insurance within the last three years. The main findings are as follows: First, as a characteristic of insurance purchase, users of FFC valued product competitiveness, and users of NFFC valued insurance premiums. Users of FFC were paying an average of 450,000 KRW per month, and users of NFFC were paying 300,000 KRW as insurance premiums. Second, according to an analysis of insurance consumer capacity, consumers using FFC had a high level of attitude and utilization capacity for risk management, and consumers using NFFC had a high level of knowledge of insurance products. Third, as a result of analyzing customer satisfaction according to channels, insurance payment services ranked first (3.86 for FFC, 3.88 for NFFC), followed by the reliability of insurance products and insurance companies (3.67 for FFC, 3.63 for NFFC), and customer management and additional services (3.56 for FFC, 3.48 for NFFC) It was found that both FFC and NFFC require improvement in customer management and other services. Depending on the sales channel, there were significant differences in statements such as “The company prepared product descriptions and terms to make the consumer easy to find,” and “The company is trying to protect customers' personal information,” and both scored high in FFC consumers. Fourth, as a result of analyzing the factors behind consumers' decision to use NFFC, it was found that if they have a spouse, when the motivation for signing up for insurance products is not the recommendation of an financial planner, if they collect information on the Internet, the lower the monthly premium paid, and the lower the score of insurance consumers' functions, the more likely they are to choose NFFC. Based on these results, this study provided implications of marketing and insurance consumer competency education to promote the use of NFFC for rational choice of insurance consumers.