品牌知名度、品牌形象、服務品質、品牌忠誠度與客戶忠誠度之關係研究-以國泰人壽保險股份有限公司為例

台灣保險業自民國34年起源至今保險公司已高達23家，保險業業務競爭相當激烈，且經營環境也不如從前，如何在競爭激烈的環境之下脫穎而出，許多保險業者一直朝著永續經營此目標為主旨。因此，本文之研究目的主要是分析國泰人壽保戶對於品牌知名度、品牌形象，服務品質及品牌忠誠度和客戶忠誠度之間關係，以提供保險業者未來擬訂策略時可加入參考依據。　　本研究以問卷方式進行調查，以國泰人壽保險股份有限公司之保戶為發送對象，總計共發送260份，回收242有效問卷，並以統計方法加以分析。研究結果顯示品牌知名度、品牌形象及服務品質與品牌忠誠度有正向顯著影響，品牌忠誠度與顧客忠誠度亦有正向顯著影響。　　本研究最後根據研究結果提出幾點淺見，以提供保險業者在推廣公司產品、企業形象、保戶售後服務品質與持續維持客戶忠誠度等方面。

關鍵字

品牌知名度；品牌形象；服務品質；品牌忠誠度；客戶忠誠度

並列摘要

The insurance industry of Taiwan was launched in 1945. At present, there are 23 insurance companies, under intensive competition in the insurance industry and worse business environment. Many insurers aim to stand out in the environment of heated competition and realize sustainable operation. Therefore, the research purpose of this paper is to analyze the relationship between brand popularity, brand image, service quality, brand loyalty and customer loyalty from the perspective of the insured of Cathay Life, so as to provide references for the insurer when drawing up strategies in the future. 　　This research conducts investigations through questionnaire, with the insured of Cathay Life Insurance Company as the objects. It has sent 260 pieces in total and recycled 242 valid questionnaires, which are analyzed through the statistical method. The research results indicate that the brand popularity, brand image, service quality and brand loyalty have the positive significant influence, while the brand loyalty and customer loyalty also have positive significant influence. 　　This research proposes several suggestions for the insurers according to the research results in terms of promotion of the corporate products, corporate image, after-service quality of the insured and continuous maintenance of customer loyalty.