依產險公司目前業務結構，汽車保險為公司經營之重點目標，因汽車險簽單保費是佔產險公司整體保費收入之極高比重，自實施費率自由化第三階段以來，產險公司面臨同業惡性削價競爭，導致獲利下降，無不為公司帶來營運風險，而如何掌握現有客戶、重視企業形象與服務品質、建立顧客忠誠度進而提高續保意願，將是各產險公司當前最重要的經營方針與課題。
本研究以曾購買國內產險公司汽車保險客戶為研究對象，探討顧客對其往來產險公司的企業形象與服務品質，進而了解顧客需求，提升服務滿意度創造忠誠度，減少現有客戶流失及開發新客戶，為公司達成業績目標，創造盈餘。
本研究針對台灣北、中、南地區曾投保汽車保險之保戶為對象，採隨機抽樣發放問卷，問卷設計採用李克特量表(Likert scale)5點尺度衡量，採用SPSS18.0
進行分析，資料分析方法採用敘述性統計分析、信度分析、獨立樣本T檢定、單因子變異數分析及皮爾森相關分析，分析之後得到三項實證結果：
一、企業形象對顧客滿意度具有正向的關係影響
二、服務品質對顧客滿意度具有正向的關係影響
三、顧客滿意度對顧客忠誠度與續保意願具有正向的關係影響
除以上三項因素外，人口統計變數基本資料對顧客忠誠度與續保意願，會因學歷、月收入、職業、廠牌與產險公司不同，而有顯著性的差異。
最後建議，產險業是屬於服務業的一部分，注重人與人之間的互動關係，因此對顧客而言，較重視公司的形象及行銷人員專業能力是否給予信賴與保證，故產險公司企業形象與服務品質，是衡量顧客滿意的重要因素，滿意度愈高，愈能得到顧客信賴，僅供產險業者及其從業人員作為日後行銷之參考。

The automobile insurance is the main target of property insurance companies. According to their business structure, the premiums of auto insurance have taken great place in the amount of premiums incomes. From the practice of the third phase of insurance rate liberalization, insurance companies have faced vicious price competition from peers, resulting in decreasing profit and bringing operational risks. How to manage existing customers, promote corporate image and service quality, and build customer loyalty to increase renewal intention, have become the most important operating principle for property insurance companies.
The study is based on the customers of several property insurance companies, who have bought their auto insurance. In the study would discuss the corporate images and their service quality, and see what a customer needs which can increase customer satisfaction and build customer loyalty. It would reduce the loss of existing customers, develop new ones, reach the goal and make profit to the company.
The questionnaires of the study were given to the North, Middle and South part of Taiwan’s customers who had auto insurance. The questionnaires were measured by 5-level Likert scale, analyzed by SPSS18.0, descriptive statistics analysis, reliability analysis, independent-sample T test, one way ANOVA and Pearson correlation analysis. It has come to three results:
1. Corporate image is positively related to customer satisfaction.
2. Service quality is positively related to customer satisfaction.
3. Customer satisfaction is positively related to customer loyalty and renewal intention.
In addition to the above three factors, demographic data of customer loyalty and renewal intention differ in education, income, occupation, brand, and insurance company.

Finally, property insurance is part of the service industry, so it attaches importance on interaction with people. Hence for customers, they value the corporate image and the professional ability of marketing people. To sum up, the corporate image and service quality are the main factors to create customer satisfaction. With more customer satisfaction, the company will be more rely on. This is for the reference of the marketing use of the property insurance companies and their employees.

目錄………………………………………………………………………IV
圖目錄……………………………………………………………………VI
表目錄……………………………………………………………………VII
第一章 緒論……………………………………………………………1
第一節 研究背景動機………………………………………………1
第二節 研究目的……………………………………………………6
第二節 研究流程……………………………………………………7
第二章 文獻探討
第一節 企業形象相關文獻探討……………………………………8
第二節 服務品質相關文獻探討……………………………………11
第三節 顧客滿意度相關文獻探討…………………………………16
第四節 顧客忠誠度與續保意願相關文獻探討……………………17
第三章 研究方法及研究設計…………………………………………21
第一節 研究架構與研究假設………………………………………21
第二節 研究變數操作性定義………………………………………22
第三節 問卷設計……………………………………………………24
第四節 抽樣設計及問卷發放………………………………………25
第五節 資料分析方法………………………………………………26
第四章 實證結果………………………………………………………28
第一節 敘述性統計分析……………………………………………28
第二節 信度分析……………………………………………………38
第三節 差異分析……………………………………………………41

第四節 相關分析與假設驗證 ………………………………………43
第五章 結論與建議…………………………………………………… 46
第一節 結論………………………………………………………… 46
第二節 建議………………………………………………………… 47
第三節 研究限制…………………………………………………… 48
參考文獻…………………………………………………………………… …50
附錄 研究問卷………………………………………………………… 58

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