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研究生:陳昱志
研究生(外文):YU-CHIH CHEN
論文名稱:影響壽險業顧客再購意願之因素研究
論文名稱(外文):The Analysis of Repurchase Intentions in Insurance Industry
指導教授:潘偉華潘偉華引用關係
指導教授(外文):Wei-Hwa Pan
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:70
中文關鍵詞:信任-承諾顧客滿意度顧客價值服務品質企業形象再購意願
外文關鍵詞:Trust and CommitmentCustomer SatisfactionCustomer ValueService QualityCooperate ImageRepurchase Intentions
相關次數:
  • 被引用被引用:16
  • 點閱點閱:322
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
論文摘要
由於金融環境迅速變化,壽險商品利率持續走低、保費不斷調漲、投資型商品崛起、金融版圖整合與跨業行銷模式興起,這些變化為壽險業帶來了前所未有的衝擊,尤其是近33萬的壽險業務人員更面臨前所未有的挑戰。面對整體環境變化與投保率節節攀高的同時,對如何維持舊客戶並再深耕,將是企業與壽險從業人員重要的議題。

本研究回顧過去國內、外相關文獻,試圖探討與再購意願有關之變項:企業形象、服務品質、顧客價值、顧客滿意度、信任-承諾,將之結合並探討其關聯性
,同時探討企業形象是否與其他變項交互影響再購意願。本研究之研究目的有下列四項:
一、 探討壽險業企業形象、服務品質、顧客價值、顧客滿意度、信任-承諾和再購意願等變數間的關係。
二、 企業形象與服務品質對顧客價值、顧客滿意度、信任-承諾之影響。
三、 壽險業企業形象、服務品質、顧客價值、顧客滿意、信任-承諾對再購意願之影響。
四、 壽險業不同收費方式對企業形象、服務品質、顧客價值、顧客滿意度、信任-承諾和再購意願之差異分析。

本研究以新光人壽南投地區投保人壽保險之保戶為研究對象,採用便利抽樣,發出的問卷依不同繳費方式共完成240份(各120份)。問卷設計採用Likert 五點量表。本研究使用統計軟體SPSS10.0進行分析,所採取的統計分析方法,包括敘述統計、信度分析、相關分析、T檢定及迴歸分析等。本研究以Cronbach’s a 係數進行信度分析,四個變項的信度和整份問卷的信度皆大於0.85,具有高信度。故本研究所使用之問卷具有足夠的內部一致性。本研究並以皮爾森相關分析法進行研究變項間之相關分析,各變項間的相關係數皆在0.5 以上,在顯著水準為0.01 下具有顯著的正相關。

由實證結果顯示,本研究獲得實證上的支持,而得到下列六項實證結果:
一、 企業形象是影響再購意願的重要因素。
二、 企業形象與服務品質對信任-承諾具重要影響。
三、 控制變數-收費方式對服務品質有顯著差異。
四、 信任和承諾是重要的影響變數。
五、 顧客滿意度對再購意願無顯著的影響。
六、 企業形象、服務品質、信任-承諾對再購意願具顯著影響。
ABSTRACT
Due to the rapid change in financial environment,such as, continuous decline of interest rate, constant increase of premium, the emergence of investment products, the integration of finance domains and the rise of cross industry sell, the insurance industry has faced the unprecedented impacts,which especially challenge almost 330 thousand insurance business personnels. How to face the change of the whole environment and the maturing insurance market, and to keep the old clients and explore new ones, are the important issues for enterprises and insurance business personnel.
In this study, this research base on the previous literatures, with the attempt to discuss the variables of repurchase intentions as well as other variables,such as, Cooperation Image, Service Quality, Customer Value, Customer Satisfaction, Trust and Commitment. This research combined these variables and discussed their relationships, as well as the discussion on the question of whether Cooperate Image has cross influence with other variables on Repurchase Intentions. The purpose of this study can be divided into four aspects:
1.To explore the relationships between variables, such as Cooperate Image, Service Quality, Customer Value, Customer Satisfaction, Trust and Commitment, and Repurchase Intentions in insurance industry.
2.To understand the influence of Cooperate Image and Service Quality on Customer Value, Customer Satisfaction, Trust and Commitment.
3.To explore the influence of Cooperate Image, Service Quality, Customer Value, Customer Satisfaction and commitment on Repurchase Intentions.
4.To understand the difference if the way of charging premium has made significant change to Cooperate Image, Service Quality, Customer Value, Customer Satisfaction, Trust and Commitment, and Repurchase Intentions.
The objects of this study are those policyholders of Shin Kong Life Insurance Co. in NanTou area. With the adoption of convenient sampling, and the questionnaire was design by different ways of payment with total 240 (120 for each way). The design of questionnaire adopted Likert''s five-point scale. Analyses by using statistic software SPSS10.0, including descriptive analysis, reliability test, correlation analysis, T test, and regression analysis with Cronbach''s α. The questionnaire used is internally consistent enough with Cronbach''s α for each item greater than 0.85 . This study conducted the correlation analysis between variables by Pearson''s correlation analysis, the related factor between variables are over 0.5, and positively related under the significant level 0.01.
The result is supported statistically, and can be concluded in six aspects:
1. Cooperate Image is the key important factor of Repurchase Intentions.
2. Cooperate Image and Service Quality are highly associated with Trust and Commitment.
3. The different ways of charge premium have significant influence on Service Quality.
4. Trust and Commitment are influencial variables to Repurchase Intentions.
5. Customer Satisfaction does not have distinct influence on Repurchase Intentions.
6. Cooperation image, Service Quality, Trust and Commitment have distinct influence on Repurchase Intentions.
目錄
中文摘要……………………………………………………………………………Ⅱ
英文摘要…………………………………………………………………………..Ⅲ
誌謝………………………………………………………………………………..Ⅴ
目錄…………………………………………………………………………………Ⅵ
表目錄………………………………………………………………………………Ⅶ
圖目錄………………………………………………………………………………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…………………………………………………………….....3
第三節、研究流程…………………………………………………………….....4
第二章、文獻探討………………………………………………………………….5
第一節、企業形象(Cooperate Image)……..………………………………..5
第二節、服務品質(Service Quality)…………….…………………….…..8
第三節、顧客價值(Customer Value)……………………………………....13
第四節、顧客滿意度(Customer Satisfaction)…………………………….16
第五節、信任與承諾(Trust and Commitment)…………………………....19
第六節、再購意願(Repurchase Intentions)……………………………….25
第三章、研究方法………………………………………………………………..27
第一節、研究架構…………………………………………………………......27
第二節、變數的操作性定義與衡量………………………………………......28
第三節、研究假設…………………………………………………………......32
第四節、研究設計…………………………………………………………......33
第四章、資料分析………………………………………………………………..35
第一節、樣本結構分析………………...………………………………….....35
第二節、信度分析…………………………………………………………......40
第三節、相關分析…………………………………………………………......41
第四節、T檢定分析………………………………………………………….....42
第五節、迴歸模式分析……………………………………………………......44
第六節、各變項交互作用分析……………………………………………......53
第五章、結論與建議……………………………………………………………..60
第一節、結論………………………………………………………………......60
第二節、研究建議與限制…………………………………………………......62
參考文獻…………………………………………………………………………..63
附錄 研究問卷…………………………………………………………………..68

表目錄
表2-1 SERVQUAL量表……………………………………………………………....12
表3-1 企業形象問項………………………………………………………………..28
表3-2 服務品質問項………………………………………………………………..28
表3-3 顧客價值問項………………………………………………………………..29
表3-4 顧客滿意度問項……………………………………………………………..30
表3-5 信任-承諾問項………………….…………………………………………..30
表3-6 再購意願問項………………………………………………………………..31
表3-7 研究假設……………………………………………………………………..32
表4-1 性別分配表…………………………………………………………………..35
表4-2 婚姻分配表…………………………………………………………………..35
表4-3 年齡分配……………………………………………………………………..36
表4-4 教育程度分配表……………………………………………………………..36
表4-5 職業分配表…………………………………………………………………..37
表4-6 收入分配表…………………………………………………………………..37
表4-7 平均數與標準差……………………………………………………………..38
表4-8 信度分析……………………………………………………………………..40
表4-9 相關分析…………………….……………………………………………….41
表4-10 T檢定………………………………………………………………………..42
表4-11 假設一結果………………………………………………………………...43
表4-12 企業形象、服務品質對顧客價值迴歸分析……………………………...44
表4-13 企業形象、服務品質對顧客滿意度迴歸分析…………………………...45
表4-14 企業形象、服務品質對再購意願迴歸分析……………………………...46
表4-15 假設二結果………………………………………………………………...47
表4-16 複迴歸分析表……………………………………………………………...49
表4-17 假設三結果………………………………………………………………...50
表4-18 修正後模式複迴歸分析表………………………………………………...52

圖目錄
圖1-1 研究流程圖……………………………………………………………………4
圖2-1 服務品質缺口分析圖………………………………………………………..11
圖2-2 顧客價值之架構……………………………………………………………..14
圖2-3 「承諾-信任」模型圖……………………………………………………….23
圖2-4 COUs模型…………………………………………………………………...24
圖2-5 服務的後續行為模型………………………………………………………..26
圖3-1 研究架構圖…………………………………………………………………..27
圖4-1 修正後架構圖………………………………………………………………..51
圖4-2 企業形象、服務品質對信任-承諾交互作用圖…………………….………53
圖4-3 企業形象、服務品質對再購意願交互作用圖……………………………..54
圖4-4 企業形象、信任-承諾對再購意願交互作用...…………………………..55
圖4-5 服務品質、信任-承諾對再購意願交互作用圖……………………….……56
圖4-6 收費方式、企業形象對再購意願交互作用圖……………………………..57
圖4-7 收費方式、服務品質對再購意願交互作用圖……………………………..58
圖4-8 收費方式、信任-承諾對再購意願交互作用圖…………………………...59
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