보험회사의 사회공헌활동이 보험계약유지율에 미치는 영향

초록

This study empirically investigates the impact of corporate social responsibility (CSR) activities on the continuous contract rate in insurance companies. Since continuous contract rate is a critical indicator of insurers’ sustainability, this research uses a continuous contract rate as a proxy for sustainability and examines the hypothesis that higher levels of CSR activities lead to improved contract retention. Using data from the Life Insurance Association and General Insurance Association of Korea, this study finds that insurers with higher CSR activity levels show significantly higher short-term contract retention rates (13th month). However, the influence of CSR on long-term retention (25th month) appears limited. Further analysis reveals that the positive effects of CSR on continuous contract rate are more pronounced among non-life insurers, non-listed firms, and foreign insurance companies. These findings highlight the importance of enhancing CSR efforts as a strategy to build customer trust and support sustainable performance in the insurance industry.

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