The Effect of Relationship Commitment and E-Service Quality on Customer Satisfaction and Continued Use Intention : Focusing in Online Vehicle Insurance Market (관계결속과 e-서비스 품질이 온라인 자동차 보험에 대한 고객만족과 재이용 의도에 미치는 영향)

Hoe-Suk Chung (정회석); KyeongRak Lee (이경락); Lee Sang Joon (이상준)

The Effect of Relationship Commitment and E-Service Quality on Customer Satisfaction and Continued Use Intention : Focusing in Online Vehicle Insurance Market

Journal of Knowledge Information Technology and Systems
Abbr : JKITS
2016, 11(5), pp.515-526
Publisher : Korea Knowledge Information Technology Society
Research Area : Interdisciplinary Studies > Interdisciplinary Research
Published : October 31, 2016

Hoe-Suk Chung ¹, KyeongRak Lee ¹, Lee Sang Joon ¹

¹전남대학교

Accredited

ABSTRACT

The main reason for joining the offline auto insurance is that your acquaintances are engaged in the insurance industries. In accordance with the changing times, the younger generation with excellent access and utilize online and mobile capabilities are gradually selected online vehicle insurance. The online vehicle insurance have the advantage of being inexpensive and simple sign up process, but there is a need for research on the relationship between policy holder and acquaintances who are engaged in the insurance industries. In this paper, a variable called relationship commitment is defined and the importance of e-service quality factors is empirically researched. The variable considered for hypothesis and research model in this paper are e-service quality factors(tangibility, responsiveness, empathy, convenience), relationship commitment, customer satisfaction and continuous use intention. The ways of analysis are frequency analysis, descriptive statistics analysis, reliability analysis, factor analysis, regression analysis by SPSS 21.0. In this paper, we find out that the relationship commitment is the key factor that consumers postpone or abandon switching into online vehicle insurance. In addition, it is found out that tangibility and convenience are the most important e-service factor. In order to promote the online auto insurance market in the future, we need to prepare to strengthen the relationship commitment.

KEYWORDS

Relationship commitment, E-service quality, Customer satisfaction, Continued use intention, Online vehicle insurance

Citation status

* References for papers published after 2023 are currently being built.

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