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題名 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作者 王勇傑
Wang, Yung-Chieh貢獻者 黃慶堂
Huang, Chin-Tan
王勇傑
Wang, Yung-Chieh關鍵詞 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日期 2019 上傳時間 5-Sep-2019 17:13:38 (UTC+8) 摘要 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.參考文獻 王滋瑩 (2014)。農會服務品質對顧客滿意度之影響-以新北市三重區農會為例 (已出版碩士論文)。淡江大學國際企業學系碩士在職專班，台北。CARDIF銀行保險研究發展中心 (2018)。2018銀行保險市場與展望。政治大學商學院，台北。吳沂貞、林豐瑞 (2012)。品牌形象影響消費者滿意度與消費者忠誠度模式之研究—以關山鎮親水休閒農業區消費者為例。農業推廣文彙，57，195-216。吳佳玲 (2009)。服務品質、品牌形象、顧客滿意度與顧客忠誠度之研究-銀行業實證(已出版碩士論文)。國立台北科技大學商業自動化與管理研究所，台北。梁文薏、林豐瑞（2014）。品牌形象、認知價值影響滿意度及忠誠度之研究：以邱氏咖啡為例。農業推廣文彙，59，95 -120。陳嵩、李佩芬、陳光偉 (2008)。上司家長式領導對銷售人員目標取向及績效之影響：以銀行理財專員為例，企業管理學報， 77， 1-46。黃建文、賴宛俞（2014）。美髮業服務品質、專業能力、關係品質與顧客忠誠度之研究。樹德科技大學學報，16(1), 1-22。黃國旗 (2018)。品牌形象、服務品質、知覺價值與顧客忠誠度關係之研究－以台南市洗衣服務業為例 (已出版碩士論文)。國立屏東科技大學時尚設計與管理系所，屏東。黃豐勝 (2018)。企業人員服務品質、激勵制度與工作 績效關係之研究─以傳統產業為例 (已出版碩士論文)。正修科技大學經營管理研究所，高雄。範明莊(2018)。服務品質對顧客滿意度與顧客忠誠度之影響:以VNEX匯款服務為例(已出版碩士論文)。朝陽科技大學企業管理系，台中。蔡秦興 (2016)。服務品質、顧客滿意度與顧客忠誠度關係之研究-以萬大花園景觀餐廳為例 (已出版碩士論文)。景文科技大學旅遊管理系觀光與餐旅管理碩士班，台北。蔡惠雅 (2016)。服務品質、顧客滿意度與顧客忠誠度關係之研究-以彰化縣某國小補習班家長為例 (已出版碩士論文)。大葉大學管理學院碩士在職專班，台中。Anderson, E. W. & Sullivan, M. W. (1993) . The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12 (2), 125-143.Day, G. S. & Wensley, R. (1988). Assessing Advantage, A Framework for Diagnosing Competitive Superiority, Journal of Marketing, 52, 1-20.Fornell, C., M.D. Johnson, E.W., Anderson, J.C. &. Bryant, B.E (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing. 60, 7-18.Garvin, D. (1988). Managing Quality, New York: Free Press.Gronholdt, L., Martensen, A. & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11, 509-14.He, Y., Chan L.K. & Tse, S.K.(2008). From consumer satisfaction to repurchase intention: The role of price tolerance in a competitive service market. Total Quality Management & Business Excellence, 19(9), 949-961.Jones, T. O. & Sasser, W. E. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73 (6), 88-99.Jones, T. O. & W. E. Sasser (1995). Why Satisfied Customers Defect. Harvard Business Review, 73 (6), 88-99.Kotler, P. (2003). Marketing Management, 11th ed., New Jersey: Prentice Hall.Kotler, P., & Keller, K.L. (2006) . Marketing management , 12th Ed., Prentice Hall.Kumar, V, & Reinartz, W. (2012). Impact of CRM on Marketing. Channels, Customer Relationship Management, 235-260. Springer Berlin Heidelberg.Mano, H. & Oliver, R. L. (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction. Journal of Consumer Research, 20, 451-465.Parasuraman, A., Zeithainl, V.A. & Berry, L.L. (1994) . Improving Service Quality in American: Lessons Learned. Academy of Management Executive, 8(2), 32-52.Parasuraman, A., Zeithami, V.A. & Berry, L.L (1988). SERVAUAL : A Multiple-Item Scale for Measuring Customer Expectations of Service. Journal of Retailing, 64, 12-40.Parasuraman, A., Zeithami. V.A, & Berry, L.L. (1985). A Conceptual Model of Service Quality and Its implications for Future Research, Journal of Marketing, 49, 41-48.Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169−96.Selnes, F. (1993). An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. Journal of European Marketing, 27 (9), 19-35.Singh, J. (1991). Understanding the Structure of Consumers’ Satisfaction Evaluation of Service Delivery. Journal of the Academy of Marketing Science, 19(3), 223-234.Stammerjohan, C., Wood, C. M., Chang, Y., & Thorson, E. (2005). An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge. Journal of Advertising, 34(4), 55-67.Tse, D. K. & Wilton, P.C. (1988). Models of Consumer Datisfaction Formation, An Extension. Journal of Marketing Research, 25, 204-212.Wakefield, R. L. (2001). Service quality. The Cpa Journal, 71(8), 58-60. 描述 碩士
國立政治大學
行政管理碩士學程
101921114資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101921114 資料類型 thesis dc.contributor.advisor 黃慶堂 zh_TW dc.contributor.advisor Huang, Chin-Tan en_US dc.contributor.author (Authors) 王勇傑 zh_TW dc.contributor.author (Authors) Wang, Yung-Chieh en_US dc.creator (作者) 王勇傑 zh_TW dc.creator (作者) Wang, Yung-Chieh en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-Sep-2019 17:13:38 (UTC+8) - dc.date.available 5-Sep-2019 17:13:38 (UTC+8) - dc.date.issued (上傳時間) 5-Sep-2019 17:13:38 (UTC+8) - dc.identifier (Other Identifiers) G0101921114 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125830 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 行政管理碩士學程 zh_TW dc.description (描述) 101921114 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景和動機 1第二節 研究目的 3第三節 研究問題 3第四節 研究流程 4第二章 文獻回顧 5第一節 探討服務品質之論述 5第二節 顧客滿意度的簡介 13第三節 顧客忠誠度之探討 15第三章 研究方法 19第一節 研究架構 19第二節 研究假設 20第三節 抽樣過程與研究工具 21第四節 資料處理與分析 24第四章 資料分析與結果 25第一節 因素與信度分析 25第二節 人口統計變數分析 28第三節 樣本資料之敘述性檢驗 30第四節 服務品質、顧客滿意度及顧客忠誠度之相關性統計 34第五節 綜合討論 40第五章 結論和建議 43第一節 結論 43第二節 建議 44參考文獻 47 zh_TW dc.format.extent 1300884 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101921114 en_US dc.subject (關鍵詞) 金融壽險 zh_TW dc.subject (關鍵詞) 服務品質 zh_TW dc.subject (關鍵詞) 顧客滿意度 zh_TW dc.subject (關鍵詞) 顧客忠誠度 zh_TW dc.subject (關鍵詞) Financial life insuranceq en_US dc.subject (關鍵詞) The quality of service en_US dc.subject (關鍵詞) Consumer’ satisfaction en_US dc.subject (關鍵詞) The loyalty of customer en_US dc.title (題名) 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 zh_TW dc.title (題名) A Study on the Relationship between the Quality of Service, Financial Life Satisfaction and Loyalty of Consumers on an Insurance Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 王滋瑩 (2014)。農會服務品質對顧客滿意度之影響-以新北市三重區農會為例 (已出版碩士論文)。淡江大學國際企業學系碩士在職專班，台北。CARDIF銀行保險研究發展中心 (2018)。2018銀行保險市場與展望。政治大學商學院，台北。吳沂貞、林豐瑞 (2012)。品牌形象影響消費者滿意度與消費者忠誠度模式之研究—以關山鎮親水休閒農業區消費者為例。農業推廣文彙，57，195-216。吳佳玲 (2009)。服務品質、品牌形象、顧客滿意度與顧客忠誠度之研究-銀行業實證(已出版碩士論文)。國立台北科技大學商業自動化與管理研究所，台北。梁文薏、林豐瑞（2014）。品牌形象、認知價值影響滿意度及忠誠度之研究：以邱氏咖啡為例。農業推廣文彙，59，95 -120。陳嵩、李佩芬、陳光偉 (2008)。上司家長式領導對銷售人員目標取向及績效之影響：以銀行理財專員為例，企業管理學報， 77， 1-46。黃建文、賴宛俞（2014）。美髮業服務品質、專業能力、關係品質與顧客忠誠度之研究。樹德科技大學學報，16(1), 1-22。黃國旗 (2018)。品牌形象、服務品質、知覺價值與顧客忠誠度關係之研究－以台南市洗衣服務業為例 (已出版碩士論文)。國立屏東科技大學時尚設計與管理系所，屏東。黃豐勝 (2018)。企業人員服務品質、激勵制度與工作 績效關係之研究─以傳統產業為例 (已出版碩士論文)。正修科技大學經營管理研究所，高雄。範明莊(2018)。服務品質對顧客滿意度與顧客忠誠度之影響:以VNEX匯款服務為例(已出版碩士論文)。朝陽科技大學企業管理系，台中。蔡秦興 (2016)。服務品質、顧客滿意度與顧客忠誠度關係之研究-以萬大花園景觀餐廳為例 (已出版碩士論文)。景文科技大學旅遊管理系觀光與餐旅管理碩士班，台北。蔡惠雅 (2016)。服務品質、顧客滿意度與顧客忠誠度關係之研究-以彰化縣某國小補習班家長為例 (已出版碩士論文)。大葉大學管理學院碩士在職專班，台中。Anderson, E. W. & Sullivan, M. W. (1993) . The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12 (2), 125-143.Day, G. S. & Wensley, R. (1988). Assessing Advantage, A Framework for Diagnosing Competitive Superiority, Journal of Marketing, 52, 1-20.Fornell, C., M.D. Johnson, E.W., Anderson, J.C. &. Bryant, B.E (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing. 60, 7-18.Garvin, D. (1988). Managing Quality, New York: Free Press.Gronholdt, L., Martensen, A. & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11, 509-14.He, Y., Chan L.K. & Tse, S.K.(2008). From consumer satisfaction to repurchase intention: The role of price tolerance in a competitive service market. Total Quality Management & Business Excellence, 19(9), 949-961.Jones, T. O. & Sasser, W. E. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73 (6), 88-99.Jones, T. O. & W. E. Sasser (1995). Why Satisfied Customers Defect. Harvard Business Review, 73 (6), 88-99.Kotler, P. (2003). Marketing Management, 11th ed., New Jersey: Prentice Hall.Kotler, P., & Keller, K.L. (2006) . Marketing management , 12th Ed., Prentice Hall.Kumar, V, & Reinartz, W. (2012). Impact of CRM on Marketing. Channels, Customer Relationship Management, 235-260. Springer Berlin Heidelberg.Mano, H. & Oliver, R. L. (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction. Journal of Consumer Research, 20, 451-465.Parasuraman, A., Zeithainl, V.A. & Berry, L.L. (1994) . Improving Service Quality in American: Lessons Learned. Academy of Management Executive, 8(2), 32-52.Parasuraman, A., Zeithami, V.A. & Berry, L.L (1988). SERVAUAL : A Multiple-Item Scale for Measuring Customer Expectations of Service. Journal of Retailing, 64, 12-40.Parasuraman, A., Zeithami. V.A, & Berry, L.L. (1985). A Conceptual Model of Service Quality and Its implications for Future Research, Journal of Marketing, 49, 41-48.Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169−96.Selnes, F. (1993). An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. Journal of European Marketing, 27 (9), 19-35.Singh, J. (1991). Understanding the Structure of Consumers’ Satisfaction Evaluation of Service Delivery. Journal of the Academy of Marketing Science, 19(3), 223-234.Stammerjohan, C., Wood, C. M., Chang, Y., & Thorson, E. (2005). An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge. Journal of Advertising, 34(4), 55-67.Tse, D. K. & Wilton, P.C. (1988). Models of Consumer Datisfaction Formation, An Extension. Journal of Marketing Research, 25, 204-212.Wakefield, R. L. (2001). Service quality. The Cpa Journal, 71(8), 58-60. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900930 en_US
