생명보험산업에서 비대면채널의 성과분석

초록

The purpose of this paper is to analyse the performance of direct marketing in the life insurance industry and to provide useful implications for marketing strategies. We also investigate the appropriateness of criteria for consumers' satisfaction index such as mis-selling ratio which is currently debated We use the data from 2004 to 2008 because of the data for the direct marketing available from 2004. We employ the principal component analysis to produce a single composite performance variable and regress it on the ratio of direct marketing. The results of this study are summarized as follows. The composite performance variable developed in the paper is relevant to representing a mix of technical efficiency, profitability, and financial soundness. The ratio of direct marketing has statistically positive influence on the composite performance variable. We may suggest that direct marketing is a useful device in the channel portfolio strategy. We also find that protection products are appropriate to distribution by direct marketing. With regard to the appropriateness of criteria for consumers' satisfaction index, Mann-Whitney test shows that the current mis-selling ratio by channels is not pertinent. Therefore it is needed to amend the criteria to measure the consumers' satisfaction correctly.

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