earticle

영어

This study empirically verified the effect on loyalty through the relationship benefits of insurance companies (psychological benefits, customization benefits, social benefits, economic benefits) and trust and commitment between service providers and customers. In addition, it was analyzed whether it acts as a modulating variable of Korea‘s cheong(情) in the relationship between trust and commitment path. This study established a total of 7 research hypotheses based on the theoretical background of previous studies. To test the hypothesis, a face-to-face survey was conducted on customers and insurance providers who had transaction experience with insurance companies. Based on the collected data, the established research hypothesis was verified using multiple regression analysis. Among the sub-concepts of relationship benefits, customization benefits and economic benefits had a positive effect on trust, while psychological benefits and social benefits did not have a statistically significant effect. Trust had a positive effect on relationship commitment, and relationship commitment was found to play a mediating role between trust and customer loyalty. Korea’s cheong(情) was found to play a modulating role between trust and relationship commitment. It was confirmed that the capacity to empathize of service providers is an important factor, which is noteworthy as a result differentiated from previous studies. In particular, in an insurance market competitive environment where a lot of interest and investment in CRM is made, analyzing the moderating effect of trust and commitment between customers and insurance providers using Korea‘s cheong(情) can be seen as a work to increase academic and practical value.