농협보험의 경쟁력 특성이 고객만족도에 미치는 영향

The purpose of this study is to analyze empirically the hypothesis that the effect of competitive characteristics of Nonghyup's(NH) insurance on customer satisfaction and the differential effect according to division (National Agricultural Cooperative Federation: NACF, Regional NH) of NH using customers. For this, the relation with customer satisfaction was analyzed by sampling sales ability, goods differentiation, managing ability, and market competitive situation which are competitive characteristics of NH's insurance, through questionnaire subjected on policy holders of NH's insurance in Gyeongnam province. According to research results, it was indicated that the higher in sales ability, goods differentiation, and managing ability of competitive characteristics of NH's insurance, the more increase in customer satisfaction, and the higher in market competition, the more significant decrease in customer satisfaction. However, the effect of characteristics of NH's Insurance on customer satisfaction by NH division had no significant difference but for market competitive situation. This result means that in order to raise the customer satisfaction of NH's insurance, there is a need to reinforce sales ability and goods differentiation of NH's insurance, and to reinforce managing ability such as differential development of excellent insurance policy, customer management, and task handling. It also indicates that customer satisfaction needs to be improved by countermeasure for reinforcing market competitive power of NH's insurance.