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研究生:陳俐君
研究生(外文):Li-Jun Chen
論文名稱:金融保險商品電話行銷顧客購買意願之研究
論文名稱(外文):The Study of Customer Desire to purchase in Financial Insurance Products Telemarketing.
指導教授:鄭家宜鄭家宜引用關係
指導教授(外文):Jia-Yi Zheng
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:146
中文關鍵詞:電話行銷訊號理論購買意願
外文關鍵詞:signaling theorydesire to purchaseTelemarketing
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面對競爭愈來愈激烈的金融保險市場,企業必須不斷地尋求降低成
本、提高效率的行銷方法,以突破經營困境,而隨著電話使用便利,在凡事講求速度的環境中,金融保險市場的行銷方式已從傳統的櫃台營業及業務員拜訪發展出電話行銷通路, 對金融保險公司而言,電話行銷雖可降低成本、提高效率、創造公司價值與增加企業利潤,但以消費者的角度而言,電話行銷是透過聲音行銷,沒有面對面接觸,在短暫的數分鐘內,銷售人員於電話線上說明後隨即進行交易流程,在此之前公司透過傳遞相關的「訊號」,可以幫助消費者區分公司商品及服務品質的高低。
本研究透過文獻探討歸納出金融保險公司發送的四個服務訊息(品牌形象、廣告與服務投入、服務保證、價格經濟),再以問卷方式探討消費者對於服務品質與信任之影響,進而試圖了解電話行銷管道中,消費者對於金融保險商品之購買意願。最後,根據研究結論,提出本研究之建議,供金融保險業者未來在規劃行銷活動之相關資訊時進行參酌。
就整體金融保險商品而言,本研究之結論如下:
(1)消費者對於公司的品牌形象認同度越高,則感受到公司的服務品質越佳,對公司的信任程度也越高。
(2)消費者對於公司的廣告與服務投入印象越深,則感受到公司的服務品質越佳、對公司的信任程度也越高。
(3)消費者對於公司提供的服務保證認同度越高,則感受到公司的服務品質越佳。
(4)消費者對於公司提供的價格經濟認同度越高,則感受到公司的服務品質越佳。
(5)消費者對於公司服務品質感受越佳,則對公司的信任程度越高、透過電話行銷管道購買金融保險商品的意願越高。
(6)消費者對於公司的信任程度越高,則透過電話行銷管道購買金融保險商品的意願越高。
關鍵字:電話行銷、訊號理論、購買意願。
In the face of more and more competitive financial insurance market, enterprise must seek marketing methods that can lower costs and promote efficiency constantly in order to break through the predicament of operation. With the convenience of the use of telephone, the marketing ethod of financial insurance market has already developed from traditional counter operation and salesperson visiting to telemarketing in this speed-wise environment. With regard to financial insurance company, although telemarketing can lower costs, promote efficiency, create company’s value and increase enterprise’s profit; however, with regard to consumers, telemarketing sells
products through sound, it does not have face to face contact, and within several minutes, the salesperson explains through phone and then transaction process would be carried out immediately, the company helps the consumers to distinguish the level of the company’s goods and service quality through passing on the relevant“signal” to the consumers before this.
Through literature review, this study generalizes four service messages (brand image, advertisement and service involvement, service assurance, economical price) that are sent out by financial insurance company. And then, questionnaire is used to discuss the consumers’ influence towards service quality and trust, so as to attempt to understand the consumers’ desire to purchase with regard to financial insurance products in the telemarketing channel. Finally, the suggestions of this study would be
proposed in accordance to the study conclusion, so as to provide relevant information for the financial insurance companies to plan marketing activities in the future.
With regard to the entire financial insurance products, the conclusions of this study are as follows:
(1) If the consumers’ identification towards the company’s brand image is higher, then they can feel that the company’s service quality is better, thus they will have more trust towards the company.
(2) If the consumers’ involvement impression towards the company’s advertisement and service is deeper, then they can feel that the company’s service quality is better, thus they will have more trust towards the company.
(3) If the consumers’ identification towards the service assurance that is provided by the company is higher, then they can feel that the company’s service quality is better.
(4) If the consumers’ identification towards the economical price that is provided by the company is higher, then they can feel that the company’s service quality is better.
(5) If the consumers have better feeling towards the company’s service quality, then their trust towards the company will be higher, and their desire to purchase financial insurance products through telemarketing channel will be higher as well.
(6) If the consumers have more trust towards the company, then their desire to purchase financial insurance products through telemarketing channel will be higher.
Keywords: Telemarketing, signaling theory, desire to purchase
中文摘要 .............................................i
英文摘 ...............................................ii
致謝辭............................................... iii
目 錄 ................................................iv
表目錄 ...............................................vi
圖目錄 ...............................................x
第一章 緒論
第一節 研究背景與動機 ............................... 1
第二節 研究目的與問題 ............................... 4
第三節 研究流程 ..................................... 6
第四節 研究對象與範圍 ................................7
第二章 文獻探討
第ㄧ節 電話行銷 ......................................8
第二節 服務訊息 ..................................... 15
第三節 服務品質 ..................................... 37
第四節 信任 ......................................... 48
第五節 購買意願 ......................................52
第三章 研究方法
第一節 研究架構 ..................................... 55
第二節 研究假設...................................... 56
第三節 研究變項與衡量方法............................ 57
第四節 抽樣方法與研究限制............................ 65
第五節 資料分析方法 ................................. 69
第四章 實證分析
第一節 基本資料之次數分配統計 ....................... 71
第二節 信度與效度分析 ............................... 77
第三節 Pearson 積差相關分............................ 81
第四節 多元迴歸分析 ................................. 84
第五章 結論與建議
第一節 研究結論 ..................................... 107
第二節 研究建議 ..................................... 110
第三節 後續研究建議 ................................. 112
參考文獻 ............................................ 113
附錄 問卷格式樣本 ................................... 133
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三、 網頁部份
1. 行政院主計處第三局,2005,統計分析,http://www.dgbas.gov.tw。
2. 英國CCMA 協會,http://www.ccma.org.uk/。
3. 美國行銷協會(American Marketing Association, AMA),
http://www.ama.org.com.。
4. 美國電話行銷協會, http://www.ataconnect.org/3。
5. 國際數據資訊(International Data Corporation, IDC):
http://www.idc.com.tw/default.asp。
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