[논문]보험산업에서의 기업의 사회적책임(CSR) 활동이 고객행동의도에 미치는 영향에 관한 연구

홍순란; 배정호; 박현숙

doi:10.18807/jsrs.2020.10.1.033

보험산업에서의 기업의 사회적책임(CSR) 활동이 고객행동의도에 미치는 영향에 관한 연구
The Effect of CSR Activity on Customer's Behavioral Intention in Insurance Industry 원문보기

서비스연구 = Journal of service research and studies, v.10 no.1, 2020년, pp.33 - 53

홍순란 (서울벤처대학원 융합산업학과) , 배정호 (서울벤처대학원 융합산업학과) , 박현숙 (서울벤처대학원 융합산업학과)

초록
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이 연구의 목적은 보험산업부문에서의 기업의 사회적책임(CSR)활동과 고객행동의도(B.I) 간의 관계에서 CSR활동 및 고객신뢰, 고객기업동일시(CCID), 고객행동의도(B.I) 등의 각 잠재변수들 간의 상호 인과관계에 대한 실증조사를 하는 것이다. 또한 이러한 실증조사를 바탕으로 고객들은 적극적인 CSR활동을 하는 기업을 신뢰하며 또한 이로 인하여 고객들이 그 기업과 일체감을 느껴 궁극적으로는 재구매, 신규고객 추천 등과 같은 고객행동의도(B.I)으로 연결될 수 있음을 인식하게 함으로써 현재 어려운 사업환경하에 있는 보험기업의 최고경영층에서 이러한 CSR활동을 보험기업의 마케팅전략의 하나로 고려하도록 하려는데 그 목적이 있다. 이 연구목적달성을 위하여 CSR 및 고객신뢰, 기업고객동일시(CCID), 고객행동의도(B.I) 등과 관련한 선행연구 및 이론적 배경을 기준으로 가설을 수립하였다. 한편 본 연구의 표본은 전국 보험가입자 1053명들을 대상으로 온라인 전문조사기관을 통해 설문조사 실시하여 수집한 526개의 유효자료들을 바탕으로 AMOS 통계분석 방법을 활용 분석하였다. 이 실증조사의 결과는 다음과 같다. 첫째, 보험기업의 CSR활동은 고객신뢰 및 기업고객동일시(CCID)에 정(+)의 유의한 영향을 미치는 것으로 나타났으며 보험고객의 행동의도에는 직접적으로는 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 고객신뢰와 고객기업동일시(CCID) 두 잠재변수는 고객 행동의도에 정(+)의 유의한 영향을 주었다. 셋째, 고객신뢰 및 고객기업동일시(CCID) 두 변수는 CSR활동과 고객행동의도 두 잠재변수들 사이에서 매개역할을 하고 있음을 발견하였다. 넷째, 보험기업의 CSR활동에 대한 고객이 지각하는 기업의 CSR활동 진정성은 CSR활동-고객신뢰, 그리고 CSR활동 -고객기업동일시(CCID)간의 각각의 경로에 있어서의 상호영향관계를 조절하지 않는 것으로 나타났다. 본 연구 결과는 보험기업의 CSR 활동이 고객신뢰 및 고객-기업동일시를 증대시키며 또한 이러한 보험기업의 CSR 활동이 고객 신뢰와 고객-기업 동일시(CCID)에 의하여 매개되어 질 때 재구매, 긍정적인 구전활동 등의 고객행동에로 연결되어짐을 나타내 보여주고 있다. 이 연구결과는 CSR문헌과 보험기업의 마케팅전략에 관한 향후 연구에 매우 기여할 것이다.

Abstract ▼ AI-Helper

The purpose of this study is to empirically examine the causal relationship of CSR activities, customer trust and CCID, customer behavior intention(B.I) in the relationship between CSR activities and customer behavior intention(B.I) in the insurance industry, thereby enable top management of insurance company to take it in their consideration that CSR activity help link to customer behavioral intention by customer trust in them and CCID. To achieve the purpose of the study, the hypothesis was established based on preceding research and theoretical background regarding CSR, trust, CCID, behavioral intention(B.I). And this study conducted AMOS statistical analysis based on effective 526 survey data collected from insurance customers across country through online research company. The result of this empirical study is as follows. First, insurance company's CSR activity has a positive impact on customer's trust and CCID, but it did not have a direct significant effect on the customer's behavioral intention(B.I). Second, both customer's trust and CCID have a positive and significant effect on customer's behavioral intention. Third, we have also found that both Trust and CCID played a mediating role between CSR activity and B,I. Fourth, it was found that authenticity did not moderate the enfluence relationship between CSR activity and Trust, CCID. The result of this study shows that insurance company's active CSR activity increase customer trust, thereby create a sense of unity between the customer and the company, In addition, it shows that when CSR activities are mediated by customer trust and CCID, it could lead to customer behavioral intention(B.I) such as repurchasing and positive word-of-mouth activities. to others. The result of this study will contribute to the future research on CSR literature and the marketing strategy of insurance companies.

주제어

표/그림 (11)

그림 Fig. 3-1 Research Model
표 Tab. 3-1 0perational Definition
표 Tab.4-1 Respondents Characteristics
표 Tab. 4-2 AVE & Construct Reliability
표 Tab. 4-3 The result of the correlation matrix and Discriminant Validity analysis
그림 Fig. 4-1. Hypothesis Verification Result
표 Tab. 4-4 The result of model fit
표 Tab. 4-5. The result of Hypothesis Testing
그림 Fig. 4-2 Research Model using Phantom Variables
표 Tab. 4-6. Mediating Effect Verification using Phantom Variables
표 Tab. 4-7. The result of Moderating Effect

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