Earticle

초록

영어

This study empirically verified the effect on loyalty through the relationship benefits of insurance companies (psychological benefits, customization benefits, social benefits, economic benefits) and trust and commitment between service providers and customers. In addition, it was analyzed whether it acts as a modulating variable of Korea‘s cheong(情) in the relationship between trust and commitment path. This study established a total of 7 research hypotheses based on the theoretical background of previous studies. To test the hypothesis, a face-to-face survey was conducted on customers and insurance providers who had transaction experience with insurance companies. Based on the collected data, the established research hypothesis was verified using multiple regression analysis. Among the sub-concepts of relationship benefits, customization benefits and economic benefits had a positive effect on trust, while psychological benefits and social benefits did not have a statistically significant effect. Trust had a positive effect on relationship commitment, and relationship commitment was found to play a mediating role between trust and customer loyalty. Korea’s cheong(情) was found to play a modulating role between trust and relationship commitment. It was confirmed that the capacity to empathize of service providers is an important factor, which is noteworthy as a result differentiated from previous studies. In particular, in an insurance market competitive environment where a lot of interest and investment in CRM is made, analyzing the moderating effect of trust and commitment between customers and insurance providers using Korea‘s cheong(情) can be seen as a work to increase academic and practical value.

목차

Abstract
1. 서론
2. 이론적 배경 및 연구가설
2.1 관계편익
2.2 관계편익과 신뢰 간의 관계
2.3 신뢰와 몰입 간의 관계
2.4 신뢰와 몰입 간의 한국적 정(情)의 조절효과
2.5 몰입과 고객충성도 간의 관계
3. 연구모형
4. 실증분석 결과
4.1 자료수집과 표본특성
4.2 주요변수 측정
4.3 타당성 및 신뢰성 분석
4.4 상관관계 분석
5. 가설검증
6. 결론
6.1 이론적 시사점
6.2 실무적 시사점
6.3 연구의 한계점 및 미래 연구과제
References

키워드

저자

• 정덕화 [ Duk-Hwa Jung | Professor at Paichai University of Liberal Educationl, Baejae-ro 155-40 Seo-gu Daejeon, 35345, Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005