影響顧客再購決策之研究-以M保險公司為例

Research on Factors that Influence Customers’ Repurchase Decision Take M Insurance Company as an Example

賴淑華(Shu-Haw Lai)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

摘 要

近年來，面對金融環境的改變，國人對保險的需求也日益增加。各家壽險業者為因應顧客的需求，將保險商品趨向多型化的發展。由於市場競爭趨向白熱化，各壽險公司的商品推陳出新，使得商品間之差異性逐漸減少，壽險業者為了維持公司的獲利能力及市場占有率，無不致力於再購市場的開拓。
綜合過去學者專家的研究，試圖探討哪些因素會造成顧客的再購買意願與相關之因素。本研究採個案研究方法，並期達到三種目的：一、探討壽險業對再次購買之影響。二、分析業務員道德與形象對顧客再次購買之影響。三、提出壽險業顧客服務與商品創新之建議方案。
由本研究發現，良好的企業形象與業務員形象和專業知識會影響顧客的再購意願，而業務員的服務品質與商品創新和顧客滿意度與再購意願也有著正向關係。
最後，藉由上述之研究發現，期望能提供國內壽險業者在未來業務行銷上實務運用之參佐。

關鍵字

關鍵字：企業形象 ； 服務品質 ； 顧客滿意度 ； 服務與創新 ； 再購意願

並列摘要

ABSTRACT

Facing the changes of financial environment, people’s demands of insurance are increasing in recent years. Life insurance companies have diversified their products to cater to customers’ needs. Nevertheless, differences among insurance products are reducing though new products are introduced constantly to cope with the severe competition in the market. In order to maintain the profitability and market share, life insurance companies are all devoted to develop repurchase market.
After synthesizing researches of scholars and experts in the past, this research is going to examine and discuss what factors result in customers’ repurchase intention and the reasons. Case study approach will be adopted to meet three goals. First, to discuss the impacts on repurchase that life insurance companies would bring. Second, to analyze the influences upon customers’ repurchase that salespersons’ moral and images would do. Third, to propose suggestions for customer service of life insurance companies and product innovation.
In the research, it is found that good corporation image, salesperson’s image and professional knowledge would affect customers’ repurchase intention and there is positive correlation among salespersons’ service quality, innovated products, ustomers satisfaction and repurchase.
Finally, it is hoped that the discoveries of the research would play as references for domestic life insurance industry in marketing in the future.

並列關鍵字

Keywords: corporate image ； service quality ； customers satisfaction ； service and innovation ； repurchase intention.

參考文獻

4. 潘思遠(2009)，「保險客戶行為分析」，淡江大學資訊工程系研究所碩士論文。

11. 林金定等，〈訪談模式與實施步驟分析，身心障礙研究〉，《質性研究方法》，Vol.3，No.2，2005。

2. 林耀南、徐光達(2008)，「服務品質、關係品質與顧客忠誠度關係之研究」， 管理研究學報，第2期，286-308

1. 趙清遠(2010)，「顧客導向、關係品質與顧客忠誠度之研究－以壽險顧客為例」，保險專.，第26卷第2期，147-177。

7. 郭銘宏(2011)，「服務品質、顧客滿意度對再購意願之關聯性研究：以某汽車公司為例」，國立交通大學管理學院碩士在職專班管理科學組碩士論文。