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| Title: | 消費者金融壽險服務品質、滿意度與忠誠度之關係之研究-以xx保險業為例
A Study on the Relationship between the Quality of Service, Financial Life Satisfaction and Loyalty of Consumers on an Insurance Industry |
| Authors: | 王勇傑
Wang, Yung-Chieh |
| Contributors: | 黃慶堂
Huang, Chin-Tan
王勇傑
Wang, Yung-Chieh |
| Keywords: | 金融壽險
服務品質
顧客滿意度
顧客忠誠度
Financial life insuranceq
The quality of service
Consumer’ satisfaction
The loyalty of customer |
| Date: | 2019 |
| Issue Date: | 2019-09-05 17:13:38 (UTC+8) |
| Abstract: | 顧客向來被視為企業最重要資源，尤其是在競爭日益激烈的壽險市場中，與顧客維持良好的長期關係，並創造顧客滿意度，從而提升顧客忠誠度，以期達到企業永續經營目的，是消費者金融壽險關行業最為重視之議題。本研究旨在探討某保險公司金融壽險消費者服務品質感受、顧客滿意度及顧客忠誠度之關係，利用相關文獻探討理論基礎後，建立研究架構，並設計研究工具，且以便利抽樣方式，針對某保險公司金融壽險消費者為研究對象進行施測，合計發出250 份問卷，回收242 份問卷，有效問卷為236 份，有效回收率為94.4%。有效樣本資料以敘述性統計及皮爾森積差相關分析等統計方法進行資料分析。藉由統計分析，茲歸納主要研究發現獲得結論如下：
一、服務品質對顧客滿意度具有顯著正向影響
二、服務品質對顧客忠誠度具有顯著正向影響)
三、顧客滿意度對顧客忠誠度具有顯著正向影響
茲依照研究結論提出建議如下：
一、提供更加符合消費者需求的金融壽險產品。
二、改善自家金融壽險產品差異性，藉以強化消費者市場區隔
三、充分了解消費者服務品質方面可能傾向表現與問題，並提供相對協助
四、強化消費者的顧客滿意度，使其在顧客忠誠度產生更正向影響。
Customers have always been regarded as the most important resources of the company, especially in the increasingly competitive life insurance market, maintaining a good long-term relationship with customers and creating customer satisfaction, thereby enhancing customer loyalty, in order to achieve the purpose of sustainable business. Consumer finance life insurance is the most important issue in the industry. The purpose of the study is to explore the relationship between the quality of service on consumers, the satisfaction and the loyalty of customers in an insurance company. The study shall use relevant literature to investigate theoretical basis and establish research structure as well as design of research tools. Stratified random sampling is used on the industry customers for examination. A total of 250 questionnaires were sent out with 242 collected. 236 are effective samples with effective response rate at 94.4%. Data analysis is conducted upon effective samples using statistical methods such as Descriptive statistics, and Pearson Correlation. Statistical analysis inductions on main research findings yield the following conclusions:
1. The quality of service has a significant positive impact on customer satisfaction.
2. The quality of service has a significant positive impact on the loyalty of customer.
3. Customer’ satisfaction has a significant positive impact on the loyalty of customer.
Based on the conclusions of the study, recommendations are provided, including:
1. Provide financial life insurance products that are more in line with consumer needs.
2. Improve the differences in their own financial life insurance products, in order to strengthen the segmentation of consumer market.
3. Fully understand the quality of service for consumers may be inclined to performance and problems, and provide relative assistance.
4. To strengthen consumer’ satisfaction that makes more positive impact on the loyalty of customer. |
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| Description: | 碩士
國立政治大學
行政管理碩士學程
101921114 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101921114 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900930 |
| Appears in Collections: | [行政管理碩士學程(MEPA)] 學位論文
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