보험회사의 서비스 품질, 사회적 책임활동과 고객행동의도 간의 관계에서의 신뢰 및 고객-기업동일시의 매개효과

This research examines empirically the causal relationship among service quality, CSR, trust, customer-company identification(=CCID), customer`s behavioral intention as well as the mediating effect of trust and CCID on the relationship between service quality, CSR and customer`s behavioral intention in insurance industry. With this background, this study conducted a statistical analysis based on survey data collected from insurance customers. The result of this empirical study is as follows. First, insurance company`s CSR activity has a positive impact on customer`s trust and customer-company Identification( =CCID). Second, both customer`s trust and CCID have positive and significant effect on customer`s behavioral intention. Third, we also find that both trust and CCID has a mediating effect on the relationship between service quality, CSR and customer`s behavioral intention. This research shows that CSR activity of insurance company can enhance both customer`s trust and CCID, in turn, when CSR activity and service quality is mediated by customer`s trust and customer-company identification, it could be linked to customer`s behavioral intention such as repurchasing, positive WOM(=word of mouth). This study is likely to contribute to CSR and service marketing research of insurance company.