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研究生:黃振欽
研究生(外文):Chen-chin Huang
論文名稱:服務品質與顧客滿意度對再購意願影響-以壽險業為例
論文名稱(外文):The Effect of Service Quality and Degree of Customer''s Satisfaction on Customer''s Repurchasing Intention-The Case of Life Insurance
指導教授:洪裕勝洪裕勝引用關係許保忠許保忠引用關係
指導教授(外文):Yuh-Sheng HorngPao-Chung Hsu
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理碩士在職專班
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:52
中文關鍵詞:顧客滿意度服務品質再購意願
外文關鍵詞:RepurchaseCustomer SatisfactionService Quality
相關次數:
  • 被引用被引用:3
  • 點閱點閱:309
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
任何保險人員與保戶皆會有往來關係,而保戶本身與保險人員的互動密切度就會影響保險公司的營運績效與獲利情形。因此提升保險人員的服務品質以及提高客戶滿意度,並進一步提升客戶的再購意願,已是每家保險公司必備的經營策略,也是攸關日後保險業成敗的關鍵因素。因此,本研究以保險業之保戶為研究對象,探討服務品質、顧客的滿意度與再購意願三者之間的關係,期望給予保險業者在服務保戶與經營上的參考。
本研究以彰化縣及台中縣市為研究範圍,取得203份有效問卷,並以信、效度分析量測問項之優劣。本研究實證結果發現保險人員的服務品質顯著地正向影響顧客滿意度、顧客滿意度顯著地影響再購意願。故本研究建議保險業者應提高保險人員的服務品質,方能提高保戶的滿意度與再購意願。
Every insurance employee has the relationship with the insurance customers. The relationship between insurance personnel and insurance customers influence performance and profitability of an insurance company. Therefore, improved service quality, increased customer satisfaction and raised repurchase are the key of success for an insurance company. This research was to explore the relationship with service quality of insurance personnel, customer satisfaction and repurchase, and then provides some advices to insurance companies.
203 participants of Changhua and Taichung insurance customers filled out the questionnaires which are examined by reliability and validity analysis. This finding showed that service quality of insurance personnel is positive to influence customer satisfaction; customer satisfaction is positive to influence repurchase. Therefore, this study suggests that insurance companies should improve service quality of insurance personnel in order to increase customer satisfaction and repurchase.
目錄
謝誌 I
摘要 II
Abstract III
目錄 IV
表目錄 V
圖目錄 VII
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
第二章 文獻回顧與探討 3
第一節 服務品質 3
第二節 顧客滿意度 6
第三節 再購意願 9
第三章 研究方法 10
第一節 研究架構 10
第二節 研究假設 11
第三節 問卷設計 12
第四節 問卷之衡量 14
第四章 實證分析與結果 15
第一節 問卷回收狀況 15
第二節 問卷填答者基本資料 15
第三節 問卷效度與信度結果 18
第四節 服務品質與顧客滿意度及再購意願之關係分析 19
第五節 研究結果 43
第五章 結論與建議 44
第一節 研究結論 44
第二節 研究建議及管理意涵 45
第三節 研究貢獻 46
第四節 研究限制 46
第五節 未來研究 47
參考文獻 48
附錄 52
問卷 52
參考文獻
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