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研究生:王文廣
研究生(外文):Wen-Kuang Wang
論文名稱:台灣產物保險業服務品質、品牌形象與顧客滿意度之研究─以台北市地區消費者為例
論文名稱(外文):On the Study of Service Quality, Brand Image and Customer Satisfaction in Taiwan Non-Life Industry- An Example on Consumers in Taipei
指導教授:宋明哲宋明哲引用關係
指導教授(外文):Ming-che Sung
學位類別:碩士
校院名稱:銘傳大學
系所名稱:風險管理與保險學系碩士在職專班
學門:商業及管理學門
學類:風險管理學類
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:121
中文關鍵詞:品牌形象服務品質顧客滿意度
外文關鍵詞:Service QualityBrand ImageCustomer’s Satisfaction
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台灣產物保險市場因保險商品的同質性高價格差異不大常以價格為競爭手段,落入紅海之中;然而在競爭激烈的環境中,單靠傳統價格競爭是不夠的,必須提升非價格競爭能力,特別是服務品質及品牌形象方面,才能確保整體競爭優勢,進而導向顧客滿意度的藍海策略,才是企業永續經營之道。服務品質、品牌形象及顧客滿意度對消費者而言,是否為區別產物保險業不同企業觀感的指標及購買保險商品的重要性參考,是本研究的重點。故本研究在探討消費者在購買保險商品時,受到產物保險業者的服務品質、品牌形象及顧客滿意度因素影響的重要程度及相互之間是否存在重要關聯性,提供給業者參考。
本論文是以「台北市地區消費者」為例針對有購買產險商品經驗的消費者做為主要抽樣調查對象,以「問卷填答」方式進行配額抽樣調查,分為十二行政區域一共完成750份有效樣本。本研究以SPSS for Windows12.0統計軟體為研究工具,資料分析有敍述性統計分析、信度分析、因素分析及多元迴歸分析,並於每小節未摘要分析結果。
本論文研究結果發現,服務品質及品牌形象因素雖會影響顧客滿意度,但並不是每一個服務品質及品牌形象因素構面對於顧客滿意度的因素構面造成顯著影響,其中服務品質因素可靠性構面對顧客滿意度因素便利特性影響不顯著,另品牌形象因素經驗性構面對顧客滿意度因素顧客服務構面影響亦不顯著等,對業者而言相當具有發展意義。
In Taiwan Non-Life insurance market, the competition had been fall into “Red Sea”-the price war;However, under the competitive environment only, consider price factor is not enough. In order to keep the overall competitive advantage as well as the long-terms business continuity, the company has to enhance the other capability especially in service quality and brand image so as to lead to the “Blue Sea”-the customer satisfaction strategy. The purpose of this research is to find out if service quality, brand image and customer satisfaction will be the differentiation and key performance indictor between the non-life insurance companies for customer to buy any non-life insurance product. Therefore, this research is to provide the non-life insurance companies as reference that when consumers to buy non-life insurance product, how important are those factors? And how are the correspondence with service quality, brand image and customer satisfaction.
This thesis is based upon sampling in consumers of Taipei City who have the experience to buy non-life insurance product. This survey is by questionnaire and quota sampling with 750 effective samples within the 12 districts in Taipei City. The research tool is to use SPSS for windows 12.0 as statistics software. The data analysis include stating statistical analysis, liability analysis, root cause analysis and the multiple regression analysis and summarize the analysis result in the end of each section.
The paper discovered that:
1.Although the service quality and the brand image will affect the customer’s satisfaction, not every factor of them results in the significant impact.
2.The reliability of service quality factors is not significant with the convenience of customer’s satisfaction.
3.The experience of brand image factors is not significant with the customer service of customer’s satisfaction.
All of these are very meaningful to the non-life insurance companies.
第一章 緒論 …………………………………………………1
第一節 研究背景與動機…………………………………………1
第二節 研究目的…………………………………………………6
第三節 研究流程…………………………………………………6
第四節 研究範圍與限制…………………………………………8
第二章 文獻探討 ……………………………………………9
第一節 服務品質的定義與衡量方法……………………………9
第二節 品牌形象的定義與衡量方法 …………………………22
第三節 顧客滿意度的定義與衡量方法 ………………………34
第四節 服務品質、品牌形象與顧客滿意度之關聯性 ………40
第五節 本章小結 ………………………………………………41
第三章 研究架構與方法……………………………………43
第一節 研究架構 ………………………………………………43
第二節 研究假設 ………………………………………………44
第三節 變項之操作性定義 ……………………………………45
第四節 問卷發展與衡量 ………………………………………47
第五節 研究抽樣對象 …………………………………………49
第六節 資料分析方法 …………………………………………51
第四章 實證分析……………………………………………53
第一節 問卷回收狀況與樣本結構 ……………………………53
第二節 因素檢定與分析 ………………………………………64
第三節 假設驗證與迴歸分析 …………………………………76
第四節 假設驗證總整理 ………………………………………92
第五章 研究結論與建議……………………………………93
第一節 研究結論 ………………………………………………93
第二節 研究建議 ………………………………………………95
第三節 後續研究建議 …………………………………………96
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網址:
1.台北市政府民政局,各行政區人口統計 ;2007年11月1日查詢。 http://www.ca.taipei.gov.tw/civil/page.htm
2.財團法人保險事業發展中心
http://www.tii.org.tw/fcontent/information/information 03_01. asp?P2b_sn=23; 2007年12月4日查詢。
3.財團法人保險事業發展中心
http://www.tii.org.tw/fcontent/information/information 03_01.asp?P2b_sn=23; 2007年12月4日查詢。
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