Journal of Insurance and Finance 2023 KCI Impact Factor : 0.59
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pISSN : 2384-3209
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An Analysis of the Influence of Customer Relationship Building Types of Insurance Salesperson on Customer Commitment Using Structural Equation
- Journal of Insurance and Finance
- 2019, 30(4), pp.87-112
- DOI : 10.23842/jif.2019.30.4.004
- Publisher : Korea Insurance Research Institute
- Research Area : Social Science > Business Management
- Received : October 15, 2019
- Accepted : November 22, 2019
- Published : November 30, 2019
Hyun Min Kim 1, Heuiju Chun 2, Park Chan Wook 3
1경희대
2동덕여자대학교
3경희대학교
Accredited
ABSTRACT
This study divides the types of customer relationship buildings required for long-term relationships of insurance salesperson with customers into business relationship building and social relationship building. After identifying the types of behaviors of salesperson that affect the type of customer relationship building, we examine the impact of customer relationship type on customer commitment through the structural equation. Salesperson need to focus more on business relationship building to form long-term relationships with customers, and for that purpose, the action factors of customer relationship building include effective approaching, common grounding and networking behavior. Social relationship building has also been shown to have a significant impact on business relationship building, and both business and social relationship building have significant implications for customer commitment. The research finds that salesperson should work harder on forming business relationship building and that it is effective to continue to carry out business relationship building combined with social relationship building.
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