Factor Analysis of Customer Loyalty in Car Insurance Using Generalized Additive Partial Linear Model

일반화가법부분선형모형을 이용한 자동차보험 충성도 요인분석

  • Received : 2011.12.09
  • Accepted : 2012.01.16
  • Published : 2012.02.29


The car insurance market in Korea has already entered (or is in the process of entry) a mature market that is characterized by increased competition by market participants. Participants are expected to compete more intensively in order to survive. Together with a slowdown in market growth the goal of non-life insurers' marketing strategies is to enhance existing customer loyalty because it is easier to raise their loyalty via customer satisfaction than to attract new customers in a stagnant market. In this article, we investigate what factors affect customer loyalty, and suggest some specific ways to establish and implement marketing strategies. We use a generalized additive partial linear model in order to find some significant factors.


Generalized additive model;marketing strategy;customer satisfaction


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Supported by : 한국외국어대학교