보험영업사원의 고객관계형성에 대한 다중 매개효과 분석 - 비즈니스 및 사회적 관계형성을 중심으로 -

This study analyzes the effect of multiple salespeople on the customer relationship building. For this purpose, the Commission analyzed the business and social relationship building for the influence of information-communication behavior and common grounding behavior on customer satisfaction during the customer relationship building. The SPSS Process V3.1 of Hayes was used to check the parameter effects. Research has shown that the impact of information-communication behavior and common grounding behavior on customer satisfaction is mediated by both business relationship building and social relationship building. It was also confirmed that the effects of information- communication behavior and common grounding behavior on customer satisfaction were multi and sequential mediated in series in the order of social and business relationship building. Theoretical implication is empirically verified through sequential mediation effect that social relationship building activities as a prerequisite for business relationship building activities for customer satisfaction. The practical implication is that insurance salespeople should also strive for business relationship building activities along with social relationship building activities to generate performance in their long-term relationships with customers.