臺灣博碩士論文加值系統

汽車保險在台灣產險市場中佔有舉足輕重的地位，因此汽車保險經營之良窳與否，將直接影響產險公司的經營績效。然而近幾年在自由化與國際化的趨勢下，國內產險公司面臨著激烈的業務競爭壓力，因此必須即刻思考顧客留存之道。
過去文獻指出滿意度為顧客留存意願之重要影響因素，但實務上可以發現滿意的顧客未必續留，而不滿意度的顧客也未必離開，可見顧客滿意度與其留存意願之間一定存在若干干擾變數。
本文從消費者的角度，探討轉換成本、品牌偏好、關係慣性與理賠經驗是否於顧客滿意度與留存意願之間產生干擾效果。故本研究以台灣汽車保險市場為例，取得766份產險業顧客的有效問卷，以迴歸分析檢定相關變數的主效果及二元交互效果。實證結果顯示：滿意度、轉換成本與關係慣性皆會正向影響顧客留存意願；但轉換成本愈高或關係慣性程度愈高則會弱化滿意度對顧客留存意願的影響效果。另外，本研究亦發現大多數顧客對於保險公司提供的理賠服務不甚滿意，這也使得顧客降低其繼續留存的意願。整體而言，本文的研究發現可提供產險業於行銷管理上之重要實務意涵。

目錄
第一章 緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究目的5
第四節 研究流程5
第二章 文獻回顧與研究假說7
第一節 滿意度與顧客留存意願7
第二節 轉換成本與顧客留存意願8
第三節 品牌偏好與顧客留存意願9
第四節 關係慣性與顧客留存意願9
第五節 理賠經驗與顧客留存意願11
第三章 研究方法13
第一節 研究架構13
第二節 研究對象與範圍13
第三節 問卷設計14
第四節 控制變數16
第五節 資料分析方法17
第四章 研究結果分析21
第一節 樣本基本資料分析21
第二節 信效度分析29
第三節 因素分析30
第四節 迴歸分析32
第五節 實務意涵38
第五章 結論與建議40
第一節 結論40
第二節 研究建議42
第三節 對後續研究之建議44
參考文獻45
附錄52

一、中文文獻
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3.財團法人保險事業發展中心（民95），保險英漢辭典，臺北：財團法人保險事業發展中心。
4.劉宗其、吳立偉與黃吉村（民96）。關係慣性與轉換障礙對「滿意度─顧客留存」關係之影響─以金融服務業為例，管理學報，第24卷第6期，頁671-687。
5.鄭士蘋、林其鋒（民94），「人際關係、轉換成本、和行銷變數對壽險服務業顧客轉換意圖影響之研究」，管理學報，第22卷第3期，頁377-389。
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