자동차보험 소비자의 서비스 신뢰는 반드시 충성도로 연결되는가? - 사회책임적 소비성향의 조절효과를 중심으로 -

This paper confirmed that service quality view cognitively and experienced quality viewed non-cognitively had a positive effect on trust and loyalty in the automobile insurance service. This research also focused on the moderating effects of socially responsible consumption attitude from trust to loyalty path based on the suggested research model. This paper seeks to shed light on the level of quality experienced as viewed affectively because previous research only examined this as per positive affection based on good service environment. In fact, the kindness and specialized consulting ability of service personnel were included in the area of service quality, but when consumers contemplate a service encounter, the emotional relationship and empathic aspect will have more of an effect. This research defined experienced quality to understanding consumer and empathy expression and proved effect from the experienced quality to trust. Also, from the consumer point of view, socially responsible consumption attitude affected trust-loyalty path with moderating effects. It also affected consumers’ evaluation when they assessed how the automobile insurance service handled the car accident process. It demonstrates that the socially responsible consumption attitude will be an effective solutions as a precaution against automobile insurance fraud in conjunction with appropriate punitive measures for those involved. These research findings have many implications for researchers and those involved in marketing. Limitations and future research ideas are also discussed.