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研究生:蔡建里
研究生(外文):TSAI, CHIEN-LI
論文名稱:人壽保險業服務品質、企業形象及顧客忠誠度相關性之研究
論文名稱(外文):A Study of the Relationship among Service Quality, Enterprise Image and Customer Loyalty of Life Insurance
指導教授:敬世龍敬世龍引用關係王正華王正華引用關係
指導教授(外文):CHING, SHIH-LUNGWANG, CHENG-HUA
口試委員:劉峯銘黃建皓
口試委員(外文):LIU, FENG-MINGHUANG, CHIEN-HAO
口試日期:2017-06-21
學位類別:碩士
校院名稱:長榮大學
系所名稱:經營管理研究所
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:2017
畢業學年度:105
語文別:中文
論文頁數:77
中文關鍵詞:人壽保險業企業形象服務品質顧客忠誠度
外文關鍵詞:customer loyaltyenterprise imagelife insuranceservice quality
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  • 收藏至我的研究室書目清單書目收藏:1
隨著時代的進步,保險不再僅止於提供基本保障,為了能更符合現代人的需求,須提供多樣性的服務。本研究旨在探討人壽保險業服務品質、企業形象與顧客忠誠度之相關性,並檢視企業形象的中介效果。本研究方法採文獻分析法與問卷調查法,以台灣南部購買人壽保險之民眾為施測對象,採便利抽樣方式,共發出問卷300份,經由篩選及刪除無效問卷後,共獲得有效問卷為260份,有效問卷回收率為86.7%。研究工具為自編「服務品質量表」、「企業形象量表」及「顧客忠誠度量表」三種量表,皆具有良好的信度與效度。統計方法採次數分配與百分比、平均數及標準差、皮爾遜積差相關、階層迴歸分析等方法。。
本研究結果歸納如下:
一、服務品質對企業形象具正向顯著影響。
二、服務品質對顧客忠誠度具正向顯著影響。
三、企業形象對顧客忠誠度具正向顯著影響。
四、企業形象在服務品質與顧客忠誠度間具「完全中介」效果。
最後,本研究依據研究結果,提出相關實務應用建議。
  With the progress of the times, insurance is no longer just to provide basic protection, in order to be more in line with the needs of modern people, to provide a variety of services. The purpose of this study is to explore the factors and processes that customers buy insurance.
  This study aims at exploring the relationship among Service Quality, Enterprise Image and customer loyalty of the Life Insurance, examining the mediating effect of Enterprise Image. This study adopts documentary analysis and questionnaire survey as research methods and takes buy insurance in southern Taiwan as objectives. A total of 300 questionnaires were distributed. Among returned questionnaires, 260 copies were valid, with effective return rate of 86.7%. The research tools are self-made which includes, “service innovation measuring scale”, “Enterprise Image ” and “customer loyalty measuring scale” with good reliability and validity. The data were analyzed with frequency distribution and percentage, mean and standard deviation, Pearson’s product-moment correlation, regression analysis, and hierarchical regression to discuss the relationships among Service Quality, Enterprise Image and customer loyalty of the Life Insurance.
Research results are concluded as follows:
1. Service Quality has partial significant positive influence on
Enterprise Image.
2. Service Quality has partial significant positive influence on customer
loyalty.
3. Enterprise Image has significant positive influence on customer
loyalty.
4. Enterprise Image has partial mediating effect between Service Quality
and customer loyalty.
The research results is studying proposes some concrete suggestions for the reference of Life Insurance.

目錄
摘要............................................................................................................i
Abstract.....................................................................................................ii
誌謝...........................................................................................................iv
目次............................................................................................................v
表目次.......................................................................................................vi圖目次......................................................................................................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 2
第三節 研究流程 3
第二章 文獻探討 5
第一節 人壽保險業現況 5
第二節 服務品質 10
第三節 企業形象 16
第四節 顧客忠誠度 21
第五節 服務品質、企業形象及顧客忠誠度之相關研究 27
第三章 研究方法 31
第一節 研究架構與假設 31
第二節 研究對象與資料蒐集方法 32
第三節 研究變項之操作型定義與衡量 33
第四節 階層迴歸分析-中介效果檢驗 41
第四章 結果分析與討論 42
第一節 樣本結構百分比統計 42
第二節 各變數之間的相關分析 45
第三節 階層迴歸分析 47
第四節 研究假設驗證結果 51
第五章 結論與建議 52
第一節 結論 52
第二節 建議 55
第三節 未來研究建議 57
參考文獻 59
參考文獻

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