A Study on the Determinants of Insurance Service Loyalty

안철경; 권오경

Journal of Insurance and Finance

2009, 20(1), pp.39-74
Publisher : Korea Insurance Research Institute
Research Area : Business Management

안철경 ¹ , 권오경 ²

¹ 보험개발원
² 보험연구원

ABSTRACT

This study analyzes a causal relationship among various influencing factors using Structural Equation Model and shows it’s implications. Firstly, customer oriented services and creditability of services give positive influence to service satisfaction. Therefore these two services are prior factors of service satisfaction. Secondly, customer oriented services and service satisfaction do not exert a direct influence on customer loyalty directly but effect on indirectly through intermediation factor which called immersion. Finally, study finds out that service credibility much effect on customer loyalty and service satisfaction than customer-oriented services. Considering creation of service creditability is much helped by customer-oriented services, however, service credibility and customer-oriented services exert a favorable influence on customer loyalty and satisfactions directly or indirectly.
KEYWORDS

causal relationship , customer orientation , service creditability , service loyalty , service satisfaction , Structural Equation Model
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