臺灣博碩士論文加值系統

自從Berry在1993年發表了”關係行銷”的文獻，關係行銷一詞便在1990年代在國際間引起廣大的探討。目前的顧客關係只停留在一般買賣雙方的關係，然而，透過銷售員將消費者的信任移轉到對公司的信任亦是很重要的議題；Hawes, Mast, and Swan (1989) 指出買方與賣方為了維持合作的關係必須相互信任，而能夠贏得消費者信任的重責大任就放在公司的銷售員的身上。雖然Doney and Cannon (1997)提及買方對銷售員的信任可以移轉到對公司的信任，但涵蓋了銷售員贏得性任的所有特質，包括：誠實、消費者導向、可依賴性、有能力、受喜歡。因此本研究將探哪一特質最為直接影響到消費者信任公司。

另外，Bagozzi, Gopinath, and Nyer (1999) 認為不同的人對於事件有不一樣的情緒反應，而消費者會根據以往消費經驗作出購買決策；本研究將探討情緒在關係行為上的重要性。

實證研究方面，本研究主要是針對台灣前五大保險公司的保險人（保戶）為研究母體進行抽樣，並透過該前五大保險公司的保險員代發問卷，共回收151份有效問卷，回收率為80﹪。最後透過因素分析、皮爾森相關分析、線性結構方程模式的實證結果如下：
1. 消費者若是認知此保險員具有能力、受喜歡的特質，對於此保險員具有可依賴的特質有顯著的正向影響。
2. 消費者若是認知此保險員具有可依賴的特質，對於消費者信任該保險公司有顯著的正向影響。
3. 消費者信任該保險公司對於消費者對該保險公司有未來投射預期有顯著的正向影響。
4. 消費者在與保險員互動的過程中所產生的情緒，包括樂意、愉快、有好感、開心，不會影響到信任該保險公司的效果。但引發正向情緒才可能使消費者對於該保險公司有未來投射的預期。

由上述結果可得知，保險公司應該要加強該保險員應具備有可以贏得消費者信任的特質，並且在與保險人的互動過程中可以引發消費者正向的情緒，才能夠使消費者有意願與保險公司維持長久的關係。

Since Berry presented his paper “Relationship Marketing” in 1983, relationship marketing has had an international breakthrough during the 1990s. It is an important subject that customer’s trust of salesperson transfers to customer’s trust of company. According to Hawes, Mast, and Swan (1989), as a seller and buyer must trust each other in order for more collaborative relationships, the burden of earning customer trust is placed on the salesperson.

Although Doney and Cannon (1997) suggested that the interpersonal trust engendered by salespeople can transferred to the supplier firm. However, there are many facets of trust of salesperson such as: honest, customer oriented, dependability, competence, and likeability. Therefore, in this research, we are going to examine exactly which facets of trust would have direct effect on trust of organization.

Furthermore, Bagozzi, Gopinath, and Nyer (1999) proposed that different people could have different emotional reactions to the same event or happening. Consumers are more likely to be involved in a product decision according to their purchasing experience. Therefore, this research will discuss the importance of emotions on relationship behavior.

Referring to the empirical study, this research body targeted at the customers who insure five top insurance companies in Taiwan, and collected the questionnaires by the personnel’s distributions. Then 151 completed questionnaires were yielded in total (80﹪response rate). Verified by factor analysis, Pearson correlation analysis, and LISERAL, we found the research result as follows:

1. Customers perceive competence and likeability of insurance salesperson, has a significant positive effect on customer perceives dependence of insurance salesperson.
2. Customer perceives the trust earning components, dependence of insurance salesperson, has a significant positive effect on customer’s trust of insurance company.
3. Customer’s trust of insurance company has a significant positive effect on customer’s anticipation of future projectability with the insurance company.
4. Customers will generate the reciprocal emotions when they interact with insurance salesperson, and these reciprocal emotions include cheerfulness, enjoyment, fondness, and amusement. These reciprocal emotions are not high thermal emotions (relational emotions) and will not moderate the effects of customer’s trust of organization. But if the customers are aroused emotions through interactions with insurance salesperson that disagree they feel cheerfulness or enjoyment or fondness or amusement very much, they might have anticipation of future projectability with the insurance company.

Finally, according to above research findings, insurance companies should training salespeople to have the trust earning components. Moreover, salespeople have to raise customers’ positive emotions in interaction process. Then customers will be able to maintain long-term relationships with insurance companies.

CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motive 1
1.2 Research Objectives 4
CHAPER TWO LITERATURE REVIEW 5
2.1 Relationship Marketing 5
2.2 Projectability 16
2.3 Emotion 19
2.4 International Culture 21
2.5 Conceptual Framework 25
2.6 Research Hypothesis 30
CHAPTER THREE RESEARCH DESIGN 33
3.1 Operational Definitions and Measurements 33
3.2 Questionnaire Design 43
3.3 Sample and Data Collection 45
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS 47
4.1 Characteristics of The Sample 47
4.2 Validity and Reliability Tests 56
4.3 Correlation Analysis 64
4.4 T-test 66
4.5 Structural Equations Models（SEM） 71
4.6 Results 76
CHAPTER FIVE DISCUSSION AND CONCLUSION 90
5.1 Discussion 90
5.2 Managerial Implications 95
5.3 Research Limitations and Further Research 98
5.4 Conclusions 100
Reference 102
Appendix—Questionnaire 112

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