보험설계사의 서비스 품질이 고객유지에 미치는 영향 - 완전판매와 전환장벽을 중심으로 -

The purpose of this study is to analyze whether the improvement of the quality of service of insurance planners has a positive impact on the customer retention of insurance companies, or a negative impact by causing a simultaneous defection from the company by increasing the switching barriers. In response, a survey of 500 life insurance customers was conducted, and a structural equation model was applied between insurance planners' service quality, complete sales, switching barriers, and customer maintenance. The results of the study are as follows. First, the reliability and active support of insurance planners has a significant and positive effect on complete sales, and the impact of reliability and externality are significant and positive on the switching barriers and customer retention. On the other hand, the effect of complete sales on switching barriers is significant and positive, but the effect of switching barriers on customer retention is not significant. Second, while reliability and externality of the insurance planner's quality of service have significant total effects on customer retention, kindness has a negative total effect, while active support has no significant impact on customer retention. Third, for short-term customers, external credibility of insurance planners and insurance companies is helpful for maintaining customers, but the longer the period of transactions between insurance planners and customers, the greater the barriers to switching between insurance planners and customers, which negatively affect customer retention.