臺灣博碩士論文加值系統

本研究選定投保人壽保險之客戶作為研究對象，研究架構以顧客承諾、信任為中介構念，連結友誼、專業知識、服務品質、溝通對交叉性購買、再購意願與口碑之影響關係，目的在探討友誼、專業知識、服務品質、溝通、顧客承諾、信任、交叉性購買、再購意願與口碑間的影響關係。旨在瞭解壽險業務行銷與顧客關係之探討。有鑑於自1930~2008年間世界各地陸續發生的一些天災人禍、醫療衛生、公共安全、金融大海嘯等種種風暴，不僅重創了國家社會經濟脈絡，更嚴重影響到人民福祉、生命安全與難以修復的心靈傷害。所以，深刻的感受到人的一生當中，如果不發生任何風險;每個人都可以用儲蓄或投資的方式累積財富，最後都能完成他的財富夢想。一旦風險發生時，會讓我們失去過去累積的財富和未來的期待利益，甚至可能造成終身負債。為了防止風險的破壞性，每個人都應該先建立一筆『風險性資產』。一旦保險變成資產，保費就不再是痛苦的負擔，而是投資我們未來『生命尊嚴』和『生活品質』的必要成本。
人生最大的擁有是感恩，最大的發心是利眾，壽險業務行銷最辛苦矛盾之處是保險它摸不著又看不見;是無形的商品，它違反人性但它卻又是必要的，就如同汽車都載著備胎;飛機、輪船上備有救生衣、救生艇;馬路邊、大樓、家庭都必備有消防栓;高樓中庭、工地建築要架設安全網，它們或是增加重量或是佔據道路或者不美觀甚至累贅，但是基於保護生命財產安全的防衛功能我們不能少了它們。衷心企盼藉由顧客關係之探討建構其前因後果相關之整合架構，並能將此研究分析結果提供給相關業務員據以發展行銷策略之建議與參考改善，進而達到良好的顧客關係行銷，誠心誠意地引導大眾正確的保險觀念、重視預防的重要性、提升責任感與家庭需求，盡責地扮演好送愛和希望的角色。創造客戶、業務員與公司三贏的局面，以達社會互助安定之力量及善盡企業社會之責任。

The research selected the clients that buy life insurance as the research subjects, and the research framework is as follows: customer commitment and customer trust were taken as the intermediary concepts, and friendship, professional knowledge, service quality, and communication were combined to try to know their influential relationships with cross-buying, re-purchase intention, and public praise. Basically, the goal was to discuss the influential relationships among friendship, professional knowledge, service quality, communication, customer commitment, customer trust, cross-buying, re-purchase intention, and public praise, and the research aimed to understand the relationship between life insurance service & marketing and customers. From 1930 to 2008, many natural and man-made calamities happened successively in the world, and there were crises on medical treatment and hygiene, public safety, and storms such as financial tsunami. They not only mauled heavily the economy of the nations and societies, but seriously affected people’s welfare, life safety, and caused injure on heart and soul that is difficult to repair. Therefore, I deeply feel that in a lifetime, if there is no risk, everyone can accumulate fortune by savings or investment, and finally complete his or her dream of fortune. However, once a risk occurs, we may lose the fortune we gather in the past and the expectation interest in the future, and it even results in liabilities throughout our life. In order to prevent the destruction of the risk, everyone should establish a “risky or active asset.” As soon as the insurance becomes assets, a premium is not a painful burden anymore, but a necessary cost we invest in our future “dignity of life” and “quality of life.”
The greatest possession of life is thanksgiving, and the biggest wish is to benefit people. The most hardship or contradiction of life insurance service & marketing is that you can not touch it or see it, it’s an invisible commodity, and it violates the humanity but it’s essential, just like automobiles all carry a spare tire, airplanes and ships have life vests and lifeboats, there is a fire hydrant at the roadside, building, and each family, and a tall building courtyard and a worksite construction need to set up a safety net. They either increase the weight or occupy the road, or, it’s not beautiful even redundant. However, owing to the defense function that can protect safety of life and property, we can not do without them. I cordially hope to construct the relevant integration framework of cause and effect by means of the exploration of customer relationship, and offer the findings of the research and analysis to related salespersons as suggestions and reference of improvement for them to develop marketing strategy, so as to achieve good customer relationship marketing, sincerely guide the masses to having a correct concept of insurance, pay attention to the importance of prevention, promote the sense of responsibility and family demand, do the duty and play a good role of sending love and hope, and create the win-win-win prospects among clients, salespersons, and the company, with the purpose of infusing the society with the power of cooperation and stabilization, and fulfilling the enterprise’s social responsibility.

謝誌 I
摘要 II
目錄 V
圖目錄 VI
表目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍、對象與流程、步驟 5
第四節 論文架構 6
第二章 文獻探討 7
第一節 顧客關係行銷 7
第二節 信任 11
第三節 顧客承諾 13
第四節 友誼 17
第五節 專業知識 18
第六節 服務品質 19
第七節 溝通 24
第八節 交叉性購買 25
第九節 再購意願 28
第十節 口碑 30
第三章 研究方法 33
第一節 研究設計 33
第二節 樣本與抽樣方式 34
第三節 變數衡量 34
第四節 統計分析方法 36
第四章 研究結果與分析 38
第一節 樣本基本資料分析 38
第二節 信度分析 40
第三節 效度分析 41
第四節 線性結構模式評估 43
第五節 假設檢定 45
第五章 結論與建議 51
第一節 研究結果與討論 53
第二節 管理意涵 56
第三節 研究限制 62
第四節 未來研究方向 63
參考文獻
一、英文部分 64
二、中文部分 77
附錄一、問卷………80

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