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보험기업의 FP의 활성화 방안에 관한 탐색적 연구

  • Journal of Insurance and Finance
  • 2002, 13(1), pp.99-117
  • Publisher : Korea Insurance Research Institute
  • Research Area : Social Science > Business Management

권금택 1

1성심외국어대학

Candidate

ABSTRACT

This study focuses on suggestions for motivating FP(Financial Planner) as a relationship tool of Korean insurance companies. FP is expected to make a contribution to the improvement of the flexibility and efficiency of insurance customer's financial demands. With increasing competitive insurance market the insurance companies need to build company's good image and loyalty from customers, compared to the current and potential competitors. With the arm of FP the company can build a good relationship with the segment's customers because the customers can understand and appreciate how much the company cares with their customers' financial desires. Essentially the company must establish a competitive advantage, so it hopes to appeal to a substantial number of the segment's customers. It is expected that this paper would help FP of Korean insurance companies, and enable the company to improve customers' satisfaction on their financial desires, thus customers' loyalty toward the insurance company.

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