발간년도 : [2016]
| 논문정보 |
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| 논문명(한글) |
[Vol.11, No.5] The Effect of Relationship Commitment and E-Service Quality on Customer Satisfaction and Continued Use Intention : Focusing in Online Vehicle Insurance Market |
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| 논문투고자 |
Hoe-Suk Chung, Kyeong-Rak Lee, Sang-Joon Lee |
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| 논문내용 |
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. |
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