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研究生:陳昱誠
研究生(外文):yu-cheng chen
論文名稱:影響產險消費者忠誠度因素之分析-以汽車險商品為例
論文名稱(外文):Analysis On The Influences To The Customer Loyalty From Non-Life Insurance Perspectives — Using Automobile Insurance Portfolios As Example
指導教授:蔡義清蔡義清引用關係
指導教授(外文):作者未提供
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所碩士在職專班
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:2008
畢業學年度:96
語文別:中文
論文頁數:87
中文關鍵詞:顧客忠誠度顧客轉換成本顧客轉換誘因企業形象服務品質
外文關鍵詞:customer switching costservice qualitycustomer loyaltycustomer switching incentivecorporate image
相關次數:
  • 被引用被引用:10
  • 點閱點閱:524
  • 評分評分:
  • 下載下載:250
  • 收藏至我的研究室書目清單書目收藏:0
摘 要
台灣產物保險業為因應國際化與自由化的趨勢,本身的經營策略與應變能力將需有所調整,以適應激烈的環境變動。幾年來,產險業為適應競爭環境的改變,積極調整自身的經營策略與方針,以行銷通路的策略而言,產險公司除了利用傳統的業務人員體系和保險代理人體系販售保單外,還多方面與其他行業作異業聯盟以獲得競爭優勢。
其中透過保險代理人業務來源逐年增加,惟其業務品質不佳,分析原因則為大部份保險代理人公司均係各廠牌汽車公司自己投資成立,使其挾持龐大承保業務能量,擁有與保險公司絕對談判籌碼。如:控管往來保險公司數量,限制消費者投保管道、提出不合理折扣比例、自行設計修護合約,並逐年調高修復工資等等,往來保險公司完全無議價能力。凡此種種,不僅影響及壟斷正常公平交易市場,保險公司損失率常年將居高不下,費率如經審議調整,最後消費者權益終將受損。
本研究以顧客導向之觀點,參考國內外文獻形成本研究架構,假設消費者對往來產險業之「服務品質」「企業形象」,將影響其「顧客忠誠度」,並藉由提供不同「顧客轉換誘因」及「顧客轉換成本」評估消費者改變投保通路之意願。希望透過上述作關聯性研究,來了解產險業汽車險顧客在承保前後的考量因素,藉此提供產險業未來服務行銷上參考。
過去針對產險業汽車險研究著重服務品質對忠誠度之影響,本研究針對產險業汽車險之特性及經營現況,除參考上述及相關文獻外,另參酌同為服務業之電信業研究文獻,針對顧客轉換障礙對顧客轉換意願之研究,試圖深入研究,服務品質、企業形象及顧客轉換障礙對顧客忠誠度之關鍵影響因素。
研究顯示,服務品質、企業形象、顧客轉換誘因及顧客轉換成本皆顯著影響顧客忠誠度。除上述四項因素外,人口統計變數基本資料對顧客忠誠度的影響:汽車年份及投保險種對於產險業顧客忠誠度是有差異性存在。

關鍵字: 服務品質、企業形象、顧客轉換誘因、顧客轉換成本、顧客忠誠度
ABSTRACT
The non-life insurance enterprise in Taiwan is gearing up to respond and cope with ongoing trends of internationalization and liberalization, and necessary adjustments in the area of management strategies and capabilities for reacting to contingency are necessary so as to adapt to ensuing enviromental changes. In the past few years, the non-life insurance industry proactively adjust the internal management strategies and policies. Therefore in the strategies of sales and marketing gateways, the insurance companies not only apply traditioanl sales personnel and insurance representatives to market and sell the insurances, but also form multi-horizontal alliance with other enterprises to acquire competitive edges.
The insurance representative sales have been risen annually, nevertheless the sales quality for this category is not catching up. The root cause after analysis points to the fact that majority of the insurance representative companies were invested and operated by the parent automobile companies by each brand name, which possess absolute negotiaton bargaining power when dealing with insurance companies with vested energy from undertaking gigantic sales volumes. The bargaining powers are: Control the number of insurance companies with business contacts, restrict insurance purchasing channels for customers, propose unrealistic discount policies, self-design and maintain policies, annually increase the wage maintenance, etc. Thus, those insurance companies with business contacts were rendered completely irrelevant in the sense of price negotiation. All of the above mentioned ont only affect and monopolize the fair tgrade market, but also cost the insurance companies with high losses annually. Therefore if the rates are forced to be reviewed and adjusted accordingly so as to inadvertently damage the rights and privileges for consumers in the end.
This research starts from the customer’s perspective and refers to documentaries both domestic and foreign to form research architecture. This research assumes the customers are conscientious about the “service quality” and “corporate image” for the insurance industry and they do affect “customer loyalties”. And through providing various “customer switching incentive”, “customer switching cost”, it is possible to appraise customer willingness in switching to the insurance gateways. This research hopes to understand the evaluation factors prior the customer undertaking the automobile insurance for non-life insurance enterprise with intention to provisioning as future service, sales and marketing references for non-life insurance industry.
In the past, the researches on automobile insurance for non-life insurance industry were focusing on impacts to service quality and loyalty. This research will take the approaches that are fosuing on the characteristics and management status for automobile insurance of the non-life insurance industry. It not only refers to the above stated and relevant documentaries, but also consults the research documentaries from service industries like telecommunications. And this research will target on aspects like impact to customer loyalty from customer switching barrier, with intention to conduct indepth research, in addition to the critical impacts to customer loyalty from the perspectives of service quality, corporate image and customer switching barrier.
The findings of this research indicate that service quality, corporate image, cutomer switching incentive and the customer switching cost are significantly impacting the customer loyalty. In addition to the above mentioned four elements, impacts to customer loyalty from basic information like variables for population statistics: Manufacturing year for the automobile and the types of insurance undertaken do exhibit certain variances to the customer loyalty for the non-life insurance industry.

Keywords: service quality, corporate image, customer switching incentive, customer switching cost, customer loyalty
目 錄
頁次
目錄 Ⅰ
圖目錄 Ⅲ
表目錄 Ⅳ
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻探討 4
2.1 與服務品質相關文獻之分析 4
2.2 與企業形象相關文獻之分析 9
2.3 與顧客轉換誘因相關文獻之分析 13
2.4 與顧客轉換成本相關文獻之分析 14
2.5 與顧客忠誠度相關文獻之分析 17
2.6 其他相關文獻之分析 22
第三章 研究方法 24
3.1 研究架構 24
3.2 研究假說 25
3.3 變數操作性定義 26
3.4 問卷設計 32
3.5 抽樣設計 33
3.6 資料分析方法 34
第四章 研究結果與分析 37
4.1 敘述統計分析 37
4.2 信效度分析 47
4.3 差異分析 58
4.4 假說驗證 62

第五章 結論與建議 65
5.1 研究結論 65
5.2 研究建議 68
5.3 研究限制 70
5.4 對後續研究之建議 70

參考文獻 71
附錄一 研究問卷 74

圖 目 錄

圖1-1 研究流程圖 3
圖2-1 服務品質缺口分析圖 8
圖3-1 研究架構 24
圖3-2 抽樣程序圖 33
圖4-1 分析架構 58


表 目 錄
表2-1 服務品質的定義 5
表2-2 SERVQUAL量表的衡量構面及評估項目 7
表2-3 企業形象的定義 10
表2-4 影響轉換成本因素 14
表2-5 Kim et al.對忠誠度的定義 17
表2-6 顧客忠誠度的相關說法 19
表2-7 顧客忠誠度衡量指標彙整表 20
表3-1 服務品質構面的操作型定義 26
表3-2 服務品質衡量構面之問卷內容 27
表3-3 企業形象構面的操作型定義 28
表3-4 企業形象衡量構面之問卷內容 28
表3-5 顧客轉換誘因構面的操作型定義 29
表3-6 顧客轉換誘因衡量構面之問卷內容 29
表3-7 顧客轉換成本構面的操作型定義 30
表3-8 顧客轉換成本衡量構面之問卷內容 30
表3-9 顧客忠誠度構面的操作型定義 31
表3-10 顧客忠誠度衡量構面之問卷內容 31
表3-11 信度Cronbachs α 係數之評定標準 35
表4-1 受訪者「性別」之次數分配表 37
表4-2 受訪者「婚姻」之次數分配表 37
表4-3 受訪者「年齡」之次數分配表 38
表4-4 受訪者「教育程度」之次數分配表 38
表4-5 受訪者「職業」之次數分配表 39
表4-6 受訪者「個人月收入」之次數分配表 39
表4-7 受訪者「目前所使用的汽車年份」之次數分配表 40
表4-8 受訪者「所投保汽車險種類」之次數分配表 40
表4-9 受訪者「投保汽車險管道」之次數分配表 41
表4-10 受訪者「目前投保的產險公司名稱」之次數分配表 41
表4-11 受訪者「申請過汽車險理賠次數」之次數分配表 42
表4-12 服務品質之敘述性分析 43
表4-13 企業形象之敘述性分析 44
表4-14 顧客轉換誘因之敘述性分析 45
表4-15 顧客轉換成本之敘述性分析 45
表4-16 顧客忠誠度之敘述性分析 46
表4-17 表4-17 因素分析結果與PZB(1988)SERVQUAL 量表差異 49
表4-18 「服務品質」量表之因素分析表 49
表4-19 「企業形象」量表之因素分析表 51
表4-20 「顧客轉換誘因」量表之因素分析表 52
表4-21 「顧客轉換成本」量表之因素分析表 54
表4-22 「顧客忠誠度」量表之因素分析表 55
表4-23 「服務品質」構面之信度分析 56
表4-24 「企業形象」構面之信度分析 56
表4-25 「顧客轉換誘因」構面之信度分析 57
表4-26 「顧客轉換成本」構面之信度分析 57
表4-27 「顧客忠誠度」構面之信度分析 57
表4-28 「性別」對「顧客忠誠度」之T檢定 59
表4-29 「婚姻」對「顧客忠誠度」之T檢定 59
表4-30 「顧客不同屬性」對「顧客忠誠度」之單因子變異數分析 60
表4-31 「汽車年份」對「顧客忠誠度」之事後檢定 61
表4-32 「投保險種」對「顧客忠誠度」之事後檢定 61
表4-33 各變項與顧客忠誠度之皮爾森積差相關分析 62
表4-34 假設一之驗證結果 63
表4-35 假設二之驗證結果 63
表4-36 假設三之驗證結果 64
表4-37 假設四之驗證結果 64
表5-1 「服務品質」構面分析 65
表5-2 「企業形象」構面分析 66
表5-3 「顧客轉換誘因」構面分析 66
表5-4 「顧客轉換成本」構面分析 66
表5-5 「顧客忠誠度」構面分析 66
表5-6 顧客特質對顧客忠誠度構面差異的影響 67
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