Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Effects of Service Quality of Education on Service Commitment - Focused on Life Insurance Planners -

교육서비스 품질이 서비스 몰입에 미치는 영향에 관한 연구 - 생명보험 설계사를 중심으로 -

  • Bae, Injoung (Graduate School of Business, Soongsil University) ;
  • Choi, Jeongil (College of Business Administration, Soongsil University) ;
  • Kang, Miseon (Graduate School of Business, Soongsil University) ;
  • Lim, Sungeun (Graduate School of Business, Soongsil University)
  • 배인정 (숭실대학교 대학원 경영학과) ;
  • 최정일 (숭실대학교 경영학부) ;
  • 강미선 (숭실대학교 대학원 경영학과) ;
  • 임성은 (숭실대학교 대학원 경영학과)
  • Received : 2013.01.29
  • Accepted : 2013.03.04
  • Published : 2013.03.31
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Abstract

Purpose: Life insurance company provides insurance planners various education program to inspire service mind and to enhance its customer satisfaction. The purpose of this study is to analyze the effects of service quality of education on service commitment and to propose the implication for the effective service education. Methods: This study is intended to identify how service quality of education from the planners in life insurance affects service commitment. The research model is tested via a survey of 307 life insurance planners. Results: This study shows that tangibles, assurance, responsiveness, and empathy in the educational service quality significantly influence education satisfaction. It also positively affect customer orientation and service commitment, but it also shows that reliability in the educational service quality has very little effect on customer satisfaction. Conclusion: This study emphasizes the service quality of education on life insurance planner and also suggests practical plan to increase the service quality of education. This study has more focused on the direction in the service quality of education for making the close long-term relationship with customer.

Keywords

References

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