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研究生:范嬪嬪
研究生(外文):Pin-Pin Fan
論文名稱:南山人壽經營權轉讓後的品牌形象、知覺品質與忠誠度之研究
論文名稱(外文):Study on Brand Image, Perceived Quality and Loyalty of Nan Shan Life Insurance after Transfer of Franchise
指導教授:鄧誠中鄧誠中引用關係紀麗秋紀麗秋引用關係
學位類別:碩士
校院名稱:國立虎尾科技大學
系所名稱:經營管理研究所在職專班
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:2013
畢業學年度:101
語文別:中文
論文頁數:97
中文關鍵詞:勞資對立品牌形象知覺品質忠誠度
外文關鍵詞:confronting positions of labor-managementBrand ImagePerceived QualityLoyalty
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南山人壽在保險業界一向業績亮麗、經營體質穩健、財務結構健全,然於2008年金融海嘯時受母公司AIG集團虧損之連累,延宕不決的出售過程,斲傷業務推展戰力,業績一落千丈,甚至造成勞資對立、工會反彈及裁員流言等,業務團隊分崩離析,保戶在解約及續約風險考量下搖擺不定。
本研究係以消費者的層面來瞭解南山人壽自經營權轉讓過程後的品牌形象、知覺品質與忠誠度之影響。採用問卷調查法以非隨機抽樣的立意抽樣法發放,有效問卷回收率為87.6%。使用SPSS及 Statistica統計軟體,經描述性統計、t檢定、變異數分析、信度分析、因素分析、迴歸分析等方法進行實證分析。
實證結果發現,不同個人人口統計變項的消費者在品牌形象、知覺品質、忠誠度呈現部份顯著性差異。品牌形象正向影響消費者知覺品質。品牌形象正向影響消費者的忠誠度。知覺品質會正向影響消費者的忠誠度。品牌形象與知覺品質會正向影響消費者的忠誠度。
本研究由分析彙整後獲得之結果,作成結論提供經營者建議及實務參考。



In insurance industry, Nan Shan Life Insurance has been performing excellently; its operation was stable and financial structure was complete. However, in Financial Tsunami in 2008, the company was affected by the deficit of parent company AIG. Postponed process of selling seriously influenced the business development. The sales thus dropped and it even caused confronting positions of labor-management, resistance of labor union, rumor of layoff, etc. Business teams were collapsed and clients were increasingly concerned about contract termination and extension risk.
From the perspective of consumers, this study probed into brand image, perceived quality and loyalty after transfer of franchise of Nan Shan Life Insurance. A questionnaire survey was conducted by purposive sampling, and the valid return rate was 87.6%. The data were analyzed by SPSS, descriptive statistics, t test, variance analysis, reliability analysis, factor analysis, and regression analysis.
According to the empirical result, consumers with different demographic variables have significant difference on brand image, perceived quality and loyalty. Brand image positively influences consumers’ perceived quality. Brand image positively influences consumers’ loyalty. Perceived quality positively influences consumers’ loyalty. Brand image and perceived quality positively influence consumers’ loyalty.
Based on the results, suggestions are proposed for managerial implications.

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
1.1 研究背景及動機……………………………………… 1
1.2 研究目的……………………………………………… 2
1.3 研究流程……………………………………………… 2
第二章 文獻探討……………………………………………… 4
2.1 個案簡介……………………………………………… 4
2.2 品牌形象……………………………………………… 12
2.3 知覺品質……………………………………………… 17
2.4 忠誠度………………………………………………… 20
2.5 各變項間之關聯性探討……………………………… 22
第三章 研究方法……………………………………………… 25
3.1 研究架構……………………………………………… 25
3.2 研究假設……………………………………………… 26
3.3 操作型定義及問卷設計……………………………… 26
3.4 預試問卷處理及分析………………………………… 31
3.5 統計資料分析方法…………………………………… 35
第四章 實證結果分析………………………………………… 38
4.1 正式問卷發放………………………………………… 38
4.2 樣本結構分析………………………………………… 38
4.3 描述性統計分析……………………………………… 40
4.4 因素分析……………………………………………… 44
4.5 信度分析……………………………………………… 48
4.6 差異性分析…………………………………………… 52
4.7 迴歸分析……………………………………………… 65
4.8 小結…………………………………………………… 69
第五章 結論與建議…………………………………………… 77
5.1 研究結論……………………………………………… 77
5.2 建議…………………………………………………… 77
5.3 研究限制……………………………………………… 79
參考文獻 ………………………………………………………… 80
附錄一 問卷…………………………………………………… 88
英文論文大綱
(Extended Abstract) ………………………………………………………… 91
簡歷(CV) ………………………………………………………… 97


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