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研究生:詹淑玲
研究生(外文):Shu-Ling Chan
論文名稱:服務品質、企業形象、顧客承諾與顧客忠誠度之關係研究-以南山人壽保險公司為例
論文名稱(外文):The relationship among service quality, corporate image, customer commitment and customer loyalty- A case of the Nan Shan life insurance company
指導教授:李國瑋李國瑋引用關係
指導教授(外文):Kuo-wei Lee
學位類別:碩士
校院名稱:國立臺中科技大學
系所名稱:企業管理系碩士班
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:2018
畢業學年度:106
語文別:中文
論文頁數:77
中文關鍵詞:服務品質企業形象顧客承諾顧客忠誠度
外文關鍵詞:service qualitycorporate imagecustomer commitmentcustomer loyalty
相關次數:
  • 被引用被引用:3
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國民所得是反映整體經濟活動的重要指標,隨著經濟多元化的蓬勃發展與金融科技的應用,金融保險商品和服務品質的需求也相對的提升。保險業主要以顧客服務為導向,而顧客滿意與信任是聯繫保險業者與顧客關係的主要關鍵。為了瞭解影響保險業顧客忠誠度之影響因素,本研究結合服務品質、企業形象、顧客承諾等理論,探討其對顧客忠誠度之影響,並以南山人壽之保戶為例進行探討。在問卷資料蒐集上,以結構性的問卷設計,藉由網路問卷與實地發放問卷的方式進行調查。問卷共發出270份,回收265份,扣除無效問卷後,實際回收之有效問卷為257份。本研究透過信效度分析於與迴歸分析針對研究假設加以驗證。經由實證分析結果顯示,當擁有良好的服務品質及企業形象時,顧客承諾將會提高。當顧客承諾越高時,顧客忠誠度會相對提升。最後根據研究結果提出管理意涵與後續研究建議,提供保險業者未來發展的實務參考。
Gross national income is an important indicator of overall economic activity. With the vigorous development of economic diversification and the application of financial technology, the demand for financial insurance products and service quality has also increased relatively. The insurance industry is mainly oriented to customer service, and customer satisfaction and trust are the key to linking insurers with customers. In order to understand the factors that influence the customer loyalty of the insurance industry, this study combined the theories of service quality, corporate image, and customer commitment to explore their impact on customer loyalty, and used insurance users of Nan Shan Life Insurance as the example to make discussion. In the collection of questionnaire data, this study used the structured questionnaire design to conduct surveys through online questionnaires and field questionnaires. A total of 270 questionnaires were issued and 265 were recovered. After deducting the invalid questionnaires, 257 valid questionnaires were actually recovered. The validity,reliability and regression analysis were used to examine the hypothesis in this study. The results of empirical analysis show that when there is a good service quality and corporate image, customer commitment increases. With high customer commitment, the customer loyalty is also high. Based on the research results, this study proposed managerial implications and suggestions to future studies. The findings can serve as references for the future development of insurers.
目次
摘要 i
ABSTRACT ii
誌謝 iv
目錄 vi
表目錄 ix
圖目錄 x
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍 5
第四節 研究流程 6
第二章 文獻探討與各構面間推論 8
第一節 保險業發展與南山人壽保險公司介紹 8
第二節 服務品質 12
2-2-1服務品質之定義 12
2-2-2服務品質之特性 15
2-2-3服務品質之模式 16
2-2-4服務品質之衡量構面 20
2-2-5服務品質小結 22
第三節 企業形象 22
2-3-1企業形象之定義 23
2-3-2企業形象之特性 24
2-3-3企業形象之衡量構面 25
2-3-4企業形象小結 25
第四節 顧客承諾 26
2-4-1顧客承諾之定義 26
2-4-2顧客承諾之衡量構面 28
2-4-3顧客承諾小結 28
第五節 顧客忠誠度 29
2-5-1顧客忠誠度之定義 29
2-5-2顧客忠誠度之衡量構面 31
2-5-3顧客忠誠度小結 31
第六節 各構面間推論 32
2-6-1服務品質與顧客承諾之關聯性 32
2-6-2企業形象與顧客承諾之關聯性 32
2-6-3顧客承諾與顧客忠誠度之關聯性 33
第三章 研究方法 34
第一節 研究架構 34
第二節 研究假設 35
第三節 研究變數之操作性定義與衡量 35
3-3-1服務品質 35
3-3-2企業形象 37
3-3-3顧客承諾 38
3-3-4顧客忠誠度 39
第四節 問卷設計與發放 40
3-4-1受測對象 40
3-4-2問卷前測 40
第五節 分析方法 42
第四章 研究結果 43
第一節 敘述性統計分析 43
第二節 研究變項之描述性統計 45
第三節 信度與效度分析 48
4-3-1服務品質信效度分析 49
4-3-2企業形象信效度分析 52
4-3-3顧客承諾信效度分析 54
4-3-4顧客忠誠度信效度分析 56
第四節 迴歸分析 58
4-4-1服務品質、企業形象對顧客承諾之關聯性探討 58
4-4-2顧客承諾對顧客忠誠度之關聯性探討 60
第五章 結論與建議 61
第一節 研究結果 61
5-1-1量表編製部分 61
5-1-2服務品質與顧客承諾之關聯性 61
5-1-3企業形象與顧客承諾之關聯性 62
5-1-4顧客承諾與顧客忠誠度之關聯性 62
第二節 管理實務意涵 63
第三節 研究限制 64
第四節 後續研究建議 65
參考文獻 66
附錄 正式問卷 75


表目次
表2-1服務品質之定義 14
表2-2服務品質量表「SERVQUAL」 21
表2-3企業形象之定義 23
表2-4企業形象之衡量構面 25
表2-5顧客承諾之定義 27
表2-6顧客承諾之衡量構面 28
表2-7顧客忠誠度之定義 30
表2-8顧客忠誠度之衡量構面 31
表3-1服務品質之定義與衡量問項 36
表3-2企業形象之定義與衡量問項 37
表3-3顧客承諾之定義與衡量問項 38
表3-4顧客忠誠度之定義與衡量問項 39
表4-1樣本結構次數分配 44
表4-2顧客承諾影響量 45
表4-3顧客承諾個別問項量 46
表4-4顧客忠誠度影響量 46
表4-5顧客忠誠度個別問項量 47
表4-6服務品質因素負荷量與分項對總項相關係數值 50
表4-7企業形象因素負荷量與分項對總項相關係數值 53
表4-8顧客承諾因素負荷量與分項對總項相關係數值 55
表4-9顧客忠誠度因素負荷量與分項對總項相關係數值 57
表4-10服務品質、企業形象與顧客承諾迴歸分析 59
表4-11顧客承諾與顧客忠誠度迴歸分析 60

圖目次
圖1-1研究流程 7
圖2-1服務品質之模式 17
圖3-1研究架構 34
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網路部份
1.南山人壽 (2018/05/03)。南山人壽官方網站。取自
http://www.nanshanlife.com.tw
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