농협보험의 관리요인 및 가입형태가 전환의사결정에 미치는 영향

The purpose of this study is to analyze empirically the effect of management factors of Nonghyup's insurance and insurance type (National Agricultural Cooperatives Federation: NACF, Regional NH) and subscription duration of Nonghyup customers on the switching decion-making(DM) and to analyze the related assumptions. For the study, the relationship between the switching DM and sales strength, commodity characteristics, and management abilities was analyzed with the survey of the subscribed customers of Nonghyup's insurance in Gyeongnam Province. The relationship between the switching DM and management factors, subscribed insurance type and duration of Nonghyup's insurance was also analyzed. The study results showed that commodity characteristics among management factors such as bigger difference from competitor's insurance programs and bigger variety of insurance programs showed lower switching DM. The switching DM of NACF insurance members was lower than that of regional NH insurance members and long insurance subscription length showed higher switching DM. The results imply that to reduce the existing customers' cancelation on Nonghyup's insurance programs, the development of new insurance programs is required than the enforcement of sales force or management ability of existing insurances. In addition, increment of reliability for the regional NH customers and management for the long term customers are also required.