방카슈랑스 판매인의 영업성과 결정요인 분석: 1개 대형 공제를 중심으로

We analyzed the determinants of sales performance of bancassurance sellers using survey data that include 735 employees of a major mutual aid association. We estimated the sellers’ performance, which are the number of new contracts and sales compensation, using age, gender, marital status, education, branch location, career, number of consultations, sales-related hours, maintenance service, and certifications. As a result of the general regression model analysis, consistent with general expectations, we found out that the number of consultations, career, sales hours, and maintenance services affect insurance sales. Sales hours, a quantitative factor, had a significant effect on the number of new contract, but it was found that the sales compensation that reflected the added value was not significant. However, instead of the sales hours, certificates and maintenance services had more considerable effects on sales compensation. These results suggest that qualitative factors such as customer orientation and competency as experts are important in improving the performance of bancassurance sellers.