臺灣博碩士論文加值系統

台灣壽險業發展蓬勃、競爭激烈，業者想要培養長期忠誠之顧客卻不易，因此，如何滿足顧客之需求，以提昇顧客滿意度，與其建立長久的顧客關係，則為台灣壽險業應努力的重點。由於壽險業為高度服務接觸的產業，而壽險業務員仍為目前提供壽險服務之主力。因此，壽險服務人員屬性的好壞即會影響到顧客關係品質，而哪些服務人員屬性才是顧客真正重視的部份？哪些才會真正影響到顧客關係品質？過去並未有實證研究加以分析。故本研究之目的即在探討壽險服務人員屬性與顧客關係品質間的關係，並探討顧客性別之干擾效果。
本研究以台灣地區投保人壽保險之保戶為研究對象，採立意抽樣的方式，並採結構式問卷調查方式來進行研究。共計發出問卷300份，剔除無效問卷24份後，實際有效問卷276份，有效問卷回收率達92%。本研究結果發現：
(1)服務人員屬性對關係品質具有顯著正向影響。
(2)服務人員屬性之各子構面 (專業知識、經驗與外表) 對關係品質之各子構面 (信任、滿意度與承諾) 具有顯著正向影響，而專業知識對關係品質之影響最大，其次為外表，最後才為經驗。
(3)顧客性別對服務人員屬性與關係品質間之關係具有顯著的干擾效果，而女性顧客具有較強的干擾效果。
本研究最後依據實證研究之結果，提出若干管理實務之建議與後續之研究方向，期能供未來保險公司在人力資源管理及顧客關係管理之參考。

Due to the life insurance industry in Taiwan develops vigorously and competitively, it is not easy for the proprietors to establish the long-term relationship with customers. Therefore, life insurance should emphasize on how to satisfy with customers'' request as to enhance the satisfaction and build the long-term relationship with customers in Taiwan. Life insurance is a service-intensive industry which the service providers are the main force of offering insurance service. For this reason, the quality of the service provides'' attributes of the life insurance will influence the quality of the customers'' relationship. And what are the priorities of the service providers'' attributes for customers? Which attributes will affect the customer relationship quality significantly? However, these issues haven''t been studied empirically in the past. Thus, the purpose of this study is to examine the relationship between service providers'' attributes of the life insurance and customer relationship quality. And it also examines the effects of the customer gender (moderating variable) between service providers'' attributes and relationship quality.
The targets of this research are policy holders of life insurance companies in Taiwan. This research adopts a purposive sample survey of questionnaires. And there were 300 questionnaires issued. After removing the 24 invalid ones, 276 copies turned out to be of valid ones, at 92%. The main results indicated as following：
(1)Service providers'' attributes are positively and significantly related to the relationship quality.
(2)All the sub-aspects of the service providers'' attribute which including expertise, experience and appearance are positively related to the whole aspects of the relationship quality which including trust, satisfaction and commitment. And expertise has the most powerful impact on the relationship quality. The second powerful factor is appearance, and the final powerful factor is experience.
(3)Customer gender has a significant moderating effect on the relationship between service providers'' attributes and relationship quality which the female has the stronger moderating effect.
Finally, according to the results of this empirical study, the research proposes some suggestions for practical management and offers the future research issues for insurance companies in terms of human resource management and customer relationship management.

目錄
摘要 i
Abstract ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 ix
壹、緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 4
1.3 本研究之重要性 5
貮、文獻探討 6
2.1 台灣人壽保險業 6
2.2 壽險業務員與服務人員屬性 10
2.3 關係品質 19
2.4 顧客性別之角色 31
2.5 各構念間之關係 33
參、研究方法 38
3.1 研究架構 38
3.2 研究假設 40
3.3 研究變數之操作性定義與衡量 44
3.4 研究設計 47
3.5 資料分析方法 52
肆、實證分析結果 55
4.1 正式問卷回收與樣本結構 55
4.2 研究工具之信效度檢驗 57
4.3 本研究假設之驗證 62
伍、結論與建議 71
5.1 結論 71
5.2 建議 77
參考文獻 83
附錄：研究問卷 98

表目錄
表2-1 台灣壽險業發展之兩大階段 7
表2-2 台灣地區2000年~2004年投保率與普及率 9
表2-3 壽險業行銷通路之特徵 12
表2-4 2009年3月人身保險業務員登錄暨異動統計 13
表2-5 2009年3月新登錄人身保險業務員年齡別統計 13
表2-6 利用關係品質、關係強度與關係親密度來探討顧客關係之相關研究 20
表2-7 過去相關研究之關係品質衡量構面 23
表2-8 信任、滿意度與承諾之定義 25
表2-9 關係品質之相關研究 27
表3-1 本研究之假設 43
表3-2 顧客關係傾向之衡量題項 46
表3-3 服務人員屬性之項目分析結果 49
表3-4 關係品質之項目分析結果 50
表3-5 預試問卷之信度分析結果 51
表4-1 研究樣本之分佈情形 (類別資料) 56
表4-2 研究樣本之分佈情形 (連續資料) 56
表4-3 服務人員屬性之信度及效度分析 58
表4-4 服務人員屬性模式之配適度檢測 58
表4-5 關係品質之信度及效度分析 60
表4-6 關係品質模式之配適度檢測 60
表4-7 研究變數之描述性統計量與Pearson相關矩陣 62
表4-8 專業知識對關係品質之迴歸分析 64
表4-9 經驗對關係品質之迴歸分析 64
表4-10 外表對關係品質之迴歸分析 65
表4-11 服務人員屬性對信任、滿意度與承諾之迴歸分析 66
表4-12 顧客性別對服務人員屬性與關係品質間之干擾分析 68
表4-13 性別分群之迴歸分析 70
表5-1 本研究假設之驗證 71

圖目錄
圖2-1 Smith (1998)之關係品質模式 24
圖2-2 Kim and Cha (2002)之概念性模式 33
圖2-3 Shao et al. (2004)之概念性模式 36
圖2-4 Babakus and Yavas (2008)之概念性模式 37
圖3-1 本研究架構圖 39
圖4-1 服務人員屬性之驗證性因素模式 58
圖4-2 關係品質之驗證性因素模式 60
圖4-3 顧客性別對服務人員屬性與關係品質的干擾作用 68

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