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研究生:蔡曉萍
研究生(外文):Hsiao-Ping, Tsai
論文名稱:探討關係行銷、服務品質、關係品質與顧客忠誠度之關係----以台灣地區保險業為研究對象
論文名稱(外文):Study of Relationship Marketing on Service Quality、Relationship Quality and Customer Loyalty - An Empirical Study Of The Insurance Industry In Taiwan
指導教授:蕭至惠蕭至惠引用關係
指導教授(外文):Chih-Hui, Hsiao Ph.D.
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:管理學院碩士在職專班
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:2009
畢業學年度:97
語文別:中文
中文關鍵詞:關係行銷服務品質關係品質顧客忠誠度保險公司
相關次數:
  • 被引用被引用:70
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  • 下載下載:965
  • 收藏至我的研究室書目清單書目收藏:6
摘 要
近年來,保險業者在面臨競爭激烈的產業環境下,日益體認到對於舊有顧客的維持管理是當
前保險業的重點所在,保險公司應思考如何提供良好的服務與金融商品來滿足保險與理財目標顧
客群,讓顧客願意與保險公司維持長期友好的關係。本研究以便利抽樣方式針對台灣北、中、南
地區的顧客進行實證研究,探討在保險公司導入關係行銷時,對服務品質、關係品質與顧客忠誠
度之影響,最後希望透過本研究實證結果可以提供保險公司在擬定策略時一個參考依據。
本研究架構獲得實證上的支持,而得到下列五項實證結果:1.不同的關係結合方式和服務品
質有正向關係。2.不同的關係結合方式和關係品質有正向關係。3.不同的關係結合方式和顧客忠
誠度有正向關係。4.保險公司的服務品質與關係品質有正向關係。5.保險公司的關係品質與顧客
忠誠度有正向關係。
本研究也發現:1.不同個人平均所得的顧客在在社會性結構上個人平均所得90,000 元-
110,000 元的顧客較30,000 元以下的顧客,對於保險公司關係行銷的認同程度有較高的差異。2.
顧客每年年繳金額多寡在服務品質構面會造成顧客認知感受上有差異。3.不同職業的顧客在整體
關係行銷構面,有顯著差異。4. 不同職業的顧客在顧客忠誠度構面,農林漁牧業及工業的顧客
較軍公教及自由業的顧客,對於保險公司顧客忠誠度的認同程度有較高的差異。
Abstract
In recent years, the insurance industry is facing a very competition environment. Insurance realize that it is very important for them to retain their existing customers. Moreover, insurance try to provide good quality of service and financial merchandise to satisfy the specific customers, and to keep long-term relationship with the specific customers. We use convenient sampling method in our survey to select the certain amount of customers in the insurance in northern、central and southern Taiwan. We study of relationship marketing on service quality、relationship quality and customer loyalty—an empirical study of the insurance industry in Taiwan. Conclusively, this study provides strategies and references for the insurance.
This theoretical study is justified by the empirical study. We conclude with the following five remarks:
1.The relational marketing affects the service quality
2.The relational marketing affects the relational quality
3.The relational marketing affects the customer loyalty
4.The service quality affects the relational quality;and
5.The relational quality affects the customer loyalty.
目 錄
第一章 緒論 …………………………………………………………………………1
第一節 研究背景與動機 …………………………………………………………1
第二節 研究目的 …………………………………………………………1
第三節 研究流程 ………………………………………………………………2
第四節 研究範圍與對象 …………………………………………………………4
第五節 研究貢獻 ………………………………………………………………4
第二章 文獻探討 ……………………………………………………………………5
第一節 關係行銷相關文獻 ……………………………………………………5
第二節 服務品質相關文獻 ……………………………………………………9
第三節 關係品質相關文獻 …………………………………………………13
第四節 顧客忠誠度相關文獻 …………………………………………………19
第五節 各構面間的關聯性 …………………………………………………26
第三章 研究方法 …………………………………………………………………31
第一節 研究架構 ……………………………………………………………31
第二節 研究假說 ……………………………………………………………32
第三節 變數定義與問卷設計 …………………………………………………34
第四節 問卷前測 ……………………………………………………………40
第五節 資料分析方法 ………………………………………………………43
第四章 資料分析 …………………………………………………………………45
第一節 資料分析程序與方法 …………………………………………………45
第二節 問卷回收 ……………………………………………………………45
第三節 人口統計資料分析 …………………………………………………46
第四節 信度與效度檢測 ………………………………………………………52
第五節 獨立樣本t 檢定與單因子變異數分析 ………………………………56
第六節 相關分析 ……………………………………………………………69
第七節 實證結果彙整 ………………………………………………………72
第五章 結論與建議 ……………………………………………………………73
第一節 研究結論 ……………………………………………………………73
第二節 管理意涵 ……………………………………………………………77
第三節 對後續研究之建議 …………………………………………………78
第四節 研究限制 …………………………………………………………80
參考文獻 ……………………………………………………………………81
中文部分 ……………………………………………………………………81
英文部分 ……………………………………………………………………83
附錄一 前測問卷 ………………………………………………………………97
附錄一 前測問卷 ……………………………………………………………101
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