臺灣博碩士論文加值系統

　　本研究以國內壽險公司─國泰人壽為例，研究該公司的顧客認知權益、顧客滿意、顧客的組織性承諾、服務恢復期望之間的關聯性，以做為行銷策略之參考。
問卷調查係以台中市地區年滿14歲以上該公司保戶為主，利用SPSS電腦套裝軟體分析探討顧客認知權益、顧客滿意、顧客的組織性承諾、服務恢復期望之間的關聯性。
本研究的主要發現如下：
1.顧客認知權益與顧客滿意呈正相關，且有影響
2.顧客滿意與顧客組織性承諾呈正相關，且有影響
3.顧客滿意與服務恢復期望呈正相關，且有影響
4.顧客認知權益與顧客組織性承諾呈正相關，但有影響
5.顧客認知權益與服務恢復期望呈正相關，但無影響
6.顧客組織性承諾與服務恢復期望呈正相關，且有影響

This study selects domestic life insurance company-Cathay Life as an example to do the research on relationship among "Customer Perceived Perception", "Customer Satisfaction","Customer Organizational Commitment"and "Service Recorery Expectations"for making marketing strategy.
The survey is focused on the policy holder above 14 years old of Cathay Life in Taichung area, utilizing SPSS System to analyse the relationship among"Customer Perceived Perception", "Customer Satisfaction", "Customer Organizational Commitment " and "Service Recovery Expectations".
Main findings of this study are listed as follows:
1.Customer Perceived Perception is related positively to Customer Satisfaction, and also has influence.
2.Customer Satisfaction is related positively to Customer Organizational
Commitment, and also has influence.
3.Customer Satisfaction is related positively to Service Recorey Expectations,
and also has influence.
4.Customer Perceived Perception is related positively to Customer Organizational Commitment, and also has influence.
5.Customer Perceived Perception is related positively to Service Recovery Expectations , but has no influence.
6.Customer Organizational commitment is related positively to Service Recovery Expectations, and also has influence.

論文目錄
第一章 緒論………………………………………………………………1
第一節 研究動機………………………………………………1
第二節 研究目的………………………………………………3
第三節 研究範圍與限制………………………………………4
第四節 研究流程………………………………………………5
第二章 文獻探討…………………………………………………………7
第一節 顧客滿意涵義…………………………………………7
第二節 顧客滿意度理論………………………………………9
第三節 顧客滿意度衡量………………………………………13
第四節 顧客滿意對企業重要性………………………………14
第五節 影響顧客滿意因素……………………………………17
第六節 經營顧客不滿意………………………………………21
第七節 顧客滿意與顧客認知權益……………………………23
第八節 顧客滿意與顧客組織性承諾…………………………27
第九節 顧客滿意與服務恢復期望……………………………30
第十節 結論與評述……………………………………………31
第三章 個案公司描述與壽險環境經營…………………………………33
第一節 國泰人壽保險公司概況………………………………33
第二節 保險環境………………………………………………37
第三節 國泰人壽業績現況……………………………………41
第四章 研究設計與方法…………………………………………………43
第一節 研究架構………………………………………………43
第二節 研究假設………………………………………………44
第三節 問卷設計………………………………………………46
第四節 抽樣與資料收集………………………………………48
第五節 統計分析方法…………………………………………50
第五章 資料分析與研究發現……………………………………………52
第一節 樣本結構………………………………………………52
第二節 效度與信度分析………………………………………57
第三節 開放式問題統計分析…………………………………58
第四節 描述性統計分析………………………………………61
第五節 驗證研究假設…………………………………………65
第六章 結論與建議………………………………………………………68
第一節 研究結論………………………………………………68
第二節 對國泰人壽建議………………………………………69
第三節 對未來研究之建議……………………………………70
參考文獻……………………………………………………………………71
附錄：問卷…………………………………………………………………77
表目錄
表1-1 1989~1998年 人壽保險及年金保險投保率……………………… 2
表1-2 1989~1998 人壽保險及年金保險普及率………………………… 3
表2-1 1998壽險七大類申訴案件……………………………………………24
表2-2 19898年各壽險公司遭申訴情形…………………………………… 25
表3-1 1999年1-9月份個人壽險新契約件數比較表………………………41
表4-1 封閉式問題組成……………………………………………………… 48
表4-2 台中市各行政區人口數及百分比和問卷發放配數………………… 49
表4-3 問卷回收資訊表……………………………………………………… 50
表5-1 台中市各行政區回收有效問卷分析表……………………………… 52
表5-2 信度之衡量…………………………………………………………… 58
表5-3 性別滿意度之平均質、標準差及相關分析表……………………… 61
表5-4 年齡滿意度之平均數、標準差及變異數分析表…………………… 62
表5-5 教育程度之滿意度平均數、標準差及變異數分析表……………… 62
表5-6 教育程度集群在滿意度上的平均數─Scheffe事後檢定表……… 62
表5-7 職業別之滿意度平均數、標準差及變異數分析表………………… 63
表5-8 性別服務恢復期望之平均數、標準差及相關分析表……………… 63
表5-9 年齡層服務恢復期望之平均數、標準差及變異數分析表………… 63
表5-10 教育程度服務恢復期望之平均數、標準差及變異數分析表………64
表5-11 教育程度集群在服務恢復期望上的平均數─Scheffe事後檢定…64
表5-12 職業別服務恢復期望之平均數、標準差及變異數分析表……… 65
表5-13 職業類別集群在服務恢復期望上的平均數─Scheffe事後檢定…65
表5-14 各假設之相關係數表…………………………………………………66
圖目錄
圖1-1 研究流程……………………………………………………………6
圖2-1 適應水準理論………………………………………………………11
圖2-2 顧客滿意影響因素…………………………………………………21
圖2-3 顧客抱怨行為分類…………………………………………………22
圖2-4 產品有形與無形性…………………………………………………30
圖2-5 服務恢復功能………………………………………………………31
圖3-1 公司組織圖…………………………………………………………36
圖4-1 本論文研究架構……………………………………………………44
圖5-1 保戶性別分析………………………………………………………53
圖5-2 保戶婚姻狀況分析…………………………………………………53
圖5-3 保戶年齡分析………………………………………………………54
圖5-4 保戶教育程度分析表………………………………………………54
圖5-5 保戶每月收入分析…………………………………………………55
圖5-6 保戶職業分析………………………………………………………56
圖5-7 保戶選擇國泰人壽分析……………………………………………56
圖5-8 保戶批評內容統計…………………………………………………60
圖5-9 保戶建議內容統計…………………………………………………61
圖5-10 徑路分析圖……………………………………………………… 67

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