보험 판매원의 서비스 품질에 관한 연구

Korean insurance companies recently started to understand that insurance service quality can be an important factor affecting sales performance and profit. However, there is no academic research on service quality of insurance in Korea. The purpose of this paper is to provide a starting point for studying the insurance service. To accomplish this purpose, the authors apply the most general model on service quality from the marketing area, and empirically analysed the data collected from the automobile insurance salespersons and their customers. The main findings of the empirical study are: First, customers evaluate that the service quality of the automobile insurance salespersons is low. Second, service outcome is more important than service process in determining consumer satisfaction. The directions for future research this paper suggests are: First, there is a need to develop a tool for measuring service quality which takes into account the unique characteristics of the insurance industry. Second, it is needed to apply the findings and suggestions of the recent research in developing a new measuring tool of service quality. Third, we need to study the service of the entire insurance company, and to collect larger and broader sample.