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研究生:歐雅妍
研究生(外文):YA-YEN OU
論文名稱:互動品質、關係品質與忠誠度關聯性之研究-以某金控保險金融通路為例
論文名稱(外文):A study on the relationship among Interactive Quality, Relationship Quality and Loyalty: Take the X Financial Holding Company of Life Insurance Industry Channel as example
指導教授:黃義俊黃義俊引用關係
指導教授(外文):Yi-Chun Huang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:企業管理系碩士在職專班
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:2010
畢業學年度:98
語文別:中文
論文頁數:100
中文關鍵詞:保險金融互動品質關係品質忠誠度
外文關鍵詞:Insurance financeinteraction qualityrelationship qualityroyalty
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在壽險業殷切期盼下,金管會在2006年發布壽險業除了傳統人身保險商品外,亦可進軍財富管理巿場銷售金融商品,便促使我國保險金融的形成。而壽險公司為求行銷通路多元化並降低成本,透過金控旗下的證券及產險子公司進行交叉銷售,更使保險金融蓬勃發展。本研究探討壽險之專案經理,能否藉由互動品質與關係品質來提高證券產險之業務人員銷售保險金融商品的意願,以建議壽險公司調整跨售通路策略。
本研究結論為一、互動品質對關係品質有部份正向影響;二、關係品質對忠誠度有正向影響;三、互動品質對忠誠度具正向影響;四、互動品質會透過關係品質間接影響忠誠度。管理上的建議為一、建議專案經理需更注意問題處理的時效性。二、建議專案經理需更加強與業務人員的關係品質,以利業務的推展。三、建議某金控公司應可朝向開發如利變型、儲蓄型保單等較簡易說明之商品,並增加業務人員之相關專業知識,才不致因不懂產品知識而降低銷售的意願。
Financial Supervisory Commission has announced that besides traditional insurance goods, Life Insurance Industry can also sell insurance finance merchandises in market of wealth management. In order to pursuit selling amounts and reducing costs, Life Insurance Company has executed the cross selling through multi-channel. These measures let Financial Insurance Industry develop vigorously. This study mainly focuses on the topic what factors drive the project managers of Life Insurance companies to willing to sell insurance financial merchandises.

This study conducted the questionnaire survey and the results show: 1. interaction quality has significantly positive effect on relationship quality. 2. Relationship quality has significantly positive affect on royalty. 3. Interaction quality has significantly on royalty. 4. Interaction quality indirectly influence on royalty through relation quality. There are some suggests for Managing practices: 1. Project managers should pay attention to effectiveness of problem solving. 2. Project managers need to enhance relationship quality with salespersons of multi-channel, in order to build up salespersons royalty. 3. The Financial Holding Company should develop some insurance finance merchandises that are more easily to explain, such as interest changing and saving insurance. Moreover, it is necessary to increase salesperson’s professional ability, in order to avoid decreasing sales willing, because they are lacking related product knowledge.
中文摘要 -------------------------------------------------------------------------- i
英文摘要 ii
誌謝 iii
目錄 -------------------------------------------------------------------------- iv
表目錄 -------------------------------------------------------------------------- vi
圖目錄 -------------------------------------------------------------------------- viii
第一章 緒論----------------------------------------- 1
第一節 研究背景----------------------------------- 1
第二節 研究動機----------------------------------- 2
第三節 研究目的----------------------------------- 4
第四節 研究範圍----------------------------------- 5
第五節 研究流程----------------------------------- 6
第二章 文獻探討------------------------------------- 7
第一節 金控與保險金融----------------------------- 7
第二節 關係品質----------------------------------- 17
第三節 互動品質----------------------------------- 31
第四節 忠誠度------------------------------------- 39
第三章 研究方法------------------------------------- 47
第一節 研究架構與研究假說------------------------- 47
第二節 研究變數的操作型定義及構面----------------- 52
第三節 研究對象----------------------------------- 55
第四節 問卷設計----------------------------------- 56
第五節 資料分析方法------------------------------- 58
第六節 信度與效度------------------------------- 60
第四章 研究結果與分析------------------------------- 62
第一節 樣本之敍述統計分析------------------------- 62
第二節 研究構面之敍述統計分析--------------------- 63
第三節 因素分析與信度分析------------------------- 66
第四節 相關分析----------------------------------- 69
第五節 獨立樣本t檢定----------------------------- 73
第六節 單因子變異數分析(ANOVA)---------------- 75
第七節 迴歸分析--------------------------------- 77
第八節 中介變數----------------------------------- 80
第五章 結論與建議----------------------------------- 82
第一節 研究發現----------------------------------- 83
第二節 管理上的建議------------------------------- 87
第三節 研究貢獻----------------------------------- 89
第四節 研究限制----------------------------------- 90
第五節 後續研究建議------------------------------- 91
參考文獻 --------------------------------------------- 92
附錄 問卷 99
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