臺灣博碩士論文加值系統

本研究利用關係行銷的概念，進行台灣地區人壽保險業顧客之期望關係品質、預期關係品質和實際感受到的關係品質之間的缺口模式之建構與實證分析，並藉由探討影響顧客期望與預期關係品質的先行變數，以提供壽險業者弭補關係品質缺口，一些管理上可努力的面向。本文利用配額抽樣的問卷調查方式，在大台北地區針對台灣29家保險業之保戶進行問卷發放。實證結果顯示，本研究的假說大部分是成立的。而本研究主要探討的顧客關係品質缺口模式，經由實証檢驗後，顯示顧客對其與壽險人員之間關係確實存在著落差缺口，而在關係品質中又以信任一環為落差缺口最大的部份，顯示台灣地區的壽險人員普遍無法獲得消費者的信任。本研究所獲之實証結果與管理實務上之意涵，期能提供於台灣之人壽保險業者些許策略上的建議。

The aim of this article is to investigate the following: the gap among expectation relationship quality, predicted relationship quality and perceived relationship quality; to discuss the antecedent variables of exception relationship quality; to execute an empirical research in the life insurance industry in Taiwan. The study is conducted with a questionnaire survey: the sampling population defined as members in the life insurance companies in Taipei city using a quota sampling method for examination. Empirical result verifies that there are positive relationships on the targeted hypothesis expecting the relationship between relationship needs and adequate relationship quality. The gap among the expected relationship quality, predicted relationship quality and perceived relationship quality really exists, and the trust of relationship quality rarifies to have a most significant gap, rather than relationship satisfaction and commitment. As to the managerial implications, our finding can provide the marketing manager means to enhance efficiency in relationship marketing activities if the manager adopts the appropriate strategies.

致謝辭 …………………………………………………..i
ABSTRACT .............................ii
LIST OF TABLES iv
LIST OF FIGURES v
TABLE OF CONTENTS vii
CHAPTER I INTRODUCTION
1.1 Research Background and Motivations 1
1.2 Research Problem and Research Objectives 4
1.2.1 Research Problems 4
1.2.2 The Purpose of Thesis 4
1.2.3 The Expected Results of the Thesis 5
1.3 Research Process and Method 5
1.3.1 Research Procedure 5
1.3.2 Research Method 7
1.4 Outline of this Thesis 7
CHAPTER II LITERATURE REVIEW
2.1 Service Quality 8
2.1.1 Concept of Traditional Service Quality 8
2.1.2 The Expected Service Component 8
2.1.3 Gap Concept of PZB Mode l 9
2.2 Relationship Quality 9
2.2.1 Definition of Relationship Quality 9
2.2.2 Construct of Relationship Quality 9
2.3 The Relationship between Service Quality and Relationship Quality 10
2.4 Expected Relationship Quality and Predicted Relationship Quality 11
2.4.1 Expected Relationship Quality 11
2.4.2 Predicted Relationship Quality 13
2.5 Relationship Needs 13
2.5.1 Definition of Relationship Needs 13
2.5.2 Practical Content of Relationship Needs 14
2.6 Relationship Development Activities 14
2.6.1 Definition of Relationship Development Activities 14
2.6.2 Practical Content of Relationship Development Activities 15
2.7 Relationship Attributes Factors 15
CHAPTER III RESEARCH METHODOLOGY
3.1 Research Framework 17
3.2 Research Hypothesis 17
3.2.1 Relationship among the Relationship Attributes Factors, Desired Relationship Quality and Adequate Relationship Quality 19
3.2.2 Relationships between Relationships Needs and Desired Relationship Quality and Adequate Relationship Quality 20
3.2.3 Relationships between Relationship Development Activities and Predicted Relationship 21
3.2.4 Relationships among the Adequate Relationship Quality and Predicted Relationship Quality 23
3.2.5 Relationship among the Expected Relationship Quality, Predicted Relationship Quality and Perceived Relationship Quality 24
3.3 Measurement and Scale 26
3.3.1 Relational Attributes Factor 26
3.3.2 Relationship Needs 28
3.3.3 Relational Development Activities 29
3.3.4 Predicted Relationship Quality 29
3.3.5 Expected Relationship Quality 30
3.3.6 Perceived Relationship Quality 31
3.4 Data Collection and Sampling Design 32
3.4.1 Pre-test 32
3.4.2 Survey/Data Collection 34
3.5 Statistical Method 36
3.5.1 Multivariate Statistical Analysis 38
3.5.2 Linear Structural Relation (LISREL) 39
CHAPTER IV EMPIRICAL RESULTS
4.1 Basic Statistics Analysis 41
4.1.1 Sample Characteristics Analysis 41
4.1.2 One-Way ANOVA Analysis 42
4.2 Reliability Analysis and Validity 48
4.2.1 Reliability Analysis 48
4.2.2 Validity Analysis 57
4.3 The Primary Result of the Lisrel Model 60
4.3.1 The Model Evaluation of the Lisrel Model 60
4.3.2 The Results of the Structure Model 62
4.3.3 Direct and Indirect Effects 64
4.3.4 Supplements 64
4.4 Gap Analysis 65
4.4.1 The Analysis of the Gap among Desired Relationship Quality, Adequate Relationship Quality, Predicted Relationship Quality and Perceived Relationship Quality . 65
4.5 Managerial Implications 70
CHAPTER V DISCUSSIONS AND CONCLUDING REMARKS
5.1 Research Findings 72
5.1.1 The Conclusion of the Basic Statistics Analysis 72
5.1.2 The Conclusion of the LISREL Model 73
5.2 Research Suggestions 76
5.2.1 Suggestions for the Life Insurance Industry 77
5.2.2 Suggestions for Future Research 78
5.2.3 The Research Limits 79
REFERENCE 80
APPENDIX I RECURSIVE SYSTEM ANALYSIS 86
(or CAUSAL CYCLICAL SYSTEM) 86
APPENDIX II ENGLISH QUESTIONNAIRE 92
APPENDIX III CHINESE QUESTIONNAIRE 98

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