關係品質、顧客忠誠度與再購意願之研究

A Study of the Impact on Customer Loyalty and Intent to Repurchase of Customer Relationship Quality

高婉慧(Wan-Hui Kao)

指導教授 ： 李月華

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00482

摘要

人壽保險公司的業務員及公司與顧客建立良好關係品質，產生其信任與滿意進而產生忠誠度。顧客對業務員的信任或忠誠，若能有效提昇為顧客對保險公司的忠誠度，亦可創造出公司、業務員及顧客三贏的優勢。
本研究以國內A人壽保險公司為研究對象，探討影響顧客與人壽保險業務員及其公司關係品質之重要因素及關係品質對其忠誠度與顧客的再購意願之關係。本研究採取便利抽樣的方式，由個案保險公司台北市各通訊處營業分處業務人員親自請保戶填寫問卷。針對實際有效問卷數為375份，進行描述性統計分析、信度分析、效度分析及變異數分析，並以線性結構分析(SEM) 驗證模型的合適度及結構關係。
經實證分析後獲致研究結論如下：
若顧客與業務間的關係品質越高，對其業務的忠誠度也會越高但對其公司的忠誠度並不會越高，對其產品或服務的再購意願也不會越高；若顧客與公司間的關係品質越高，對其業務及其公司的忠誠度也會越高，但對其產品或服務的再購意願並不會越高；若顧客對業務的忠誠度越高，對其公司的忠誠度也會越高，但對其產品或服務的再購意願並不會越高；若顧客對公司的忠誠度越高，對其產品或服務的再購意願也會越高。

關鍵字

關係品質 ； 顧客忠誠度 ； 再購意願 ； 壽險公司

並列摘要

Life insurance company and its agent has built good Relationship Quality with clients that produced satisfaction and confidence can cause loyalty. If the confidence and loyalty that clients to agent could go up to the clients' loyalty to the life company, it certainly to create the advantage of win-win-win among the life company, the agent, and the clients.
The research takes the A life insurance company as the objects of study, to research the key factor that affect the Relationship Quality between the clients and the life company and its agent, and to research the relationship between repurchasing of Relationship and the influence of Relationship Quality to the loyalty.
The research is done by the ways of sampling, which is carried out through the agent in every business bureau of insurance company in city of Taipei to request the clients to answered the questionnaires.375 effective questionnaires is analyzed by SEM to validate the fit of model and structure relationship.
After the demonstration analysis the result as follow:
If the Relationship Quality between the clients and the agent is higher, the the clients' loyalty to the agent will be higher but it is useless for the clients' loyalty to the insurance company and the Intent to Repurchase of the clients to the services and the products ; if the Relationship Quality between the clients and the insurance company is higher, the the clients' loyalty to the agent and the insurance company will be higher but it is useless for the Intent to Repurchase of the clients to the services and the products ;if the loyalty of the clients to the agent is higher, the loyalty of the clients to the insurance company is will be higher ,but is useless for the Intent to Repurchase of the clients to the services and the products;if the loyalty of the clients to the insurance company is higher, the Intent to Repurchase of the clients to the services and the products will be higher also.

並列關鍵字

Relationship Quality ； the loyalty of the clients ； the Intent to Repurchase ； the insurance company

參考文獻

曹勝雄、蘇明芳與林若慧（2000）。航空公司與旅行業間關係銷售行為之研究。戶外遊憩研究，13，23-43。

鍾秀蘭（2007）。壽險業務員與顧客關係強度對忠誠度影響之研究。未出版碩士論文，淡江大學，台北縣。

陳瓊雯（2008）。銀行業顧客知覺價值對顧客滿意度與忠誠度影響之研究-以銀行業為例。未出版碩士論文，國立台北大學，台北市。

溫永松（2008）。值得信賴、信任、價值、滿意度與忠誠度關係之研究─以國際航空旅客為例。未出版碩士論文，國立台北大學，台北市。

Amy, W., & Amrik, S.,(2003), Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of services marketing, 17(5), 495-513.