저축성 보험과 보장성 보험에서의 소비자의 채널 선호 분석: 구매의사결정과정을 중심으로

The purpose of this study is to provide a marketing strategy that functions as a step-by-step decision-making process on the purchase of insurance consumers’ search for sub-components. The analysis tools used the model presented by researcher based on the EBM model of Engel et al.(1986). At the step-by-step decision-making process for purchase as to coverage insurance and saving insurance, this research identifies favorite channels and their reasons by using statistical chi-square tests and correspondence analyses. There is no difference in preference channels between saving insurance and coverage insurance but preference channels are differently chosen in each step-by-step decision-making process. At the information collecting and the alternative assessment stage internet channel is most preferred, while at the buying stage insurance planner channel is most preferred. The reasons of channel preference are accessibility and convenience at saving and coverage insurance. Also, it is confirmed that some of the step-by-step decision-making processes for purchase are omitted by the insurance planner’s influence. At the stage of post-purchase evaluation, there is no difference in channels to express satisfaction and dissatisfaction between saving and coverage insurance, but there exists difference in channels to express dissatisfaction than satisfaction. The channels such as family acquaintance or insurance planner are used to express insurance customers’ satisfaction, while the channels such as call-center or supervisory agency are used to express their dissatisfaction. As the result of correspondence analysis, coverage insurance is close to dissatisfaction while saving insurance is very close to satisfaction.