Journal of the Korean Data Analysis Society

Korean Data Analysis Society (한국자료분석학회)
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Analysis of Life Planners' Satisfaction Using Structural Equation Model

구조방정식 모형을 활용한 보험설계사의 이직후만족도 분석

  • Chun, Heuiju (Department of Statistics & Information, Dongduk Women's University)
  • 전희주 (동덕여자대학교 정보통계학과)
  • Received : 2015.07.18
  • Accepted : 2015.08.20
  • Published : 2015.08.31
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Abstract

This study deals with the life planners' satisfaction after turnover using structural equation model who play a key role in insurance industry's growth as a source of sales, customer acquisition, customer relationship management and customer retention. Since only 38% of new life planners company remain in a insurance every year, it is very important not only to investigate factors to affect satisfaction after turnover but also to find their reasons. As a result of empirical study by structural equation model, life planners' job satisfaction and channel management satisfaction take an effect on both organization commitment and satisfaction after turnover, and organization commitment also has an direct influence on satisfaction after turnover. Spacially since life planners' current job satisfaction has the highest total effect on satisfaction after turnover, life planners' current job satisfaction is a most important factor to satisfaction after turnover. This study will provide some basis for insurance companies to use various to improve life planners' satisfaction after turnover as this study found positive factors to affect it. Thus it is believed that satisfied life planners will acquire more insurance customers and will provide better customer relationship management to them.

본 연구는 보험 산업의 영업 경쟁력과 보험가입고객의 획득, 고객관계관리 및 고객유지의 원천으로서 보험 산업 성장의 중심의 핵심적인 역할을 수행하고 있는 보험설계사들에 대한 설문을 토대로 보험설계사들의 이직후만족도의 영향을 미치는 요인을 구조방정식을 통해 종합적인 측면에서 알아보고자 한다. 매년 보험회사에 전입되는 설계사 중 38% 정도만이 다음 해에 유지를 하는 현실에서 보험설계사들의 이직후만족도에 영향을 미치는 요소를 파악하고 그 원인을 구명하는 것은 매우 중요하다 할 것이다. 본 연구의 구조방정식에 의한 실증분석 결과, 보험설계사들의 직무만족도와 채널경영만족도는 조직몰입과 이직후만족도에 모두 영향을 주고 있으며, 조직몰입 또한 이직만족도에 직접적인 영향을 미치는 것으로 나타났다. 특히 그 중에서 설계사들의 현 직무만족이 이직후만족도에 대한 총 효과가 가장 높아 직무만족이 이직후만족도에 가장 중요한 요인임을 보여준다. 본 연구를 통해 보험 산업에서 보험설계사들의 이직후만족도에 영향을 미치는 긍정적인 요소를 밝혀냄으로써 보험회사가 보험설계사들의 만족도를 향상시킬 수 있도록 다양한 정책을 활용할 수 있는 토대를 제공하도록 할 수 있을 것이다. 그래서 보험회사는 보험설계사를 통해 보험계약고객들에 대한 지속적인 고객관리 서비스를 제공할 수 있을 것이며, 또한 보험설계사들에 의한 보험계약을 증가시키는 긍정적인 결과를 가져올 수 있을 것으로 기대된다.

Keywords

Acknowledgement

Supported by : 동덕여자대학교

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