자동차보험상품의 만기시 재구매에 관한 연구

The conversion or repurchase of insurance when it is due to expire has a significant influence on business profits. This study examined the routes of how insurance selection attributes can affect the satisfaction with service quality, resulting in purchase conversion and how different the routes are depending on face-to-face or non-face-to-face channel. This study employed empirical research method using path analysis and multiple group analysis. The results are as follows. First, the intention to covert automobile insurance appeared low. Second, when the routes were analyzed, the service was evaluated as high quality when insurance companies were chosen based on their brands or reputation, and the understanding of insurance products. Moreover, the intention to covert automobile insurance was low when the service was evaluated as high quality. As for service quality, insurance premium and agents played a big role in deciding whether to switch insurance companies. Third, according to multiple group analysis there was a slight difference in the routes of insurance selection attributes → insurance quality → purchase conversion among policy holders using face-to-face or non-face-to-face channels. When it comes to face-to-face contracts, the suggested route in the route analysis was shown not to be appropriate. As for non-face-to-face contracts, understanding of insurance products was shown to be the main reason to convert insurance.