보험판매원의 역량, 서비스만족과 충성도

초록

This research aims to analyze the relationships among insurance solicitors' competence, service satisfaction, and loyalty. Insurance solicitors' competence consists of relationship-orientation, expertise and ethics. For this purpose, 130 consumers in the insurance industry completed the questionnaires and SPSS and AMOS were employed. The findings are: First, insurance solicitor's relationship-orientation increases service satisfaction in the stages of contract and maintenance. Second, insurance solicitor's expertise increases service satisfaction in the stage of contract. Third, insurance solicitor's ethics increases in all stages of contract, maintenance, and compensation. Fourth, service satisfactions of maintenance and compensation increase loyalty while service satisfaction of contract does not. Discussions and implications of these results are included.

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