A Study on the Cognition of University Students about Insurance Industry Jeong, Jung-Young; Kang, Jung-Chul;
The purpose of this article is to measure the level of insurance industry's social cognition based on the university students' survey questionnaire. For this, this study analyzes the cognition of students on the level of social reliability, the causes of low reliability, and the measures of enhancing the reliability level about insurance industry. For the analysis of survey questionnaire, partially ranked data analysis was employed. The results show that most students recognize that the reliability of insurance industry is lower than that of other financial industry such as banks and securities firms. The main reason for this low reliability is the lack of sales forces' specialty, the complexity of insurance products and contracts, and negative media release about insurance industry. To enhance the social reliability level of insurance, establishment of the future insurance image is essential, and that can be achieved through strengthening the insurance education and public relations and simplifying insurance products and contracts.