고객의 통제력 인지가 계약서비스관계에 대한 만족도 및 충성도에 미치는 영향에 관한 연구

Abstract

An increasing number of service companies have adopted customer retention as one of major strategic thrusts and tried to deliver quality service to win customer satisfaction. It is especially important for companies that offer services on a contractual basis to keep their customers satisfied and to maintain their customer loyalty. Nonetheless, customers of contractual services (for example, life insurance) are reported to have a high propensity to experience dissatisfaction. This study posits that a customer’s satisfaction with a contractual service relationship would be enhanced if his/her perception of risk and uncertainty involving the service can be lowered effectively. It proposes and empirically tests perceived control as a variable that has a high potential in reducing customers’ perceived risk and enhancing customer satisfaction with service relationships. Data were collected by using a survey research from 210 life insurance policy holders. The study found that the life insurance service customers’ satisfaction was affected by their perception of control, which in turn has a significant influence on their relationship loyalty to the insurance company.