銀行保險忠誠度之研究 - 以交易成本觀點

A Study of Customer Loyalty of Bancassurance：A Transaction Cost Perspective

涂家樺(Chia-Hua Tu)

指導教授 ： 余祖慰

朝陽科技大學/管理學院/保險金融管理系/碩士(2014年)

摘要

隨著時代的變遷以及銀行保險通路之興起，顧客選擇透過銀行端購買保險商品不再以企業形象為首要考量，對於銀行行員與理財專員是否具有充足之專業能力也已列為主要考慮因素，而服務品質之要求也有所差距，因此根據文獻回顧來探討銀行在兼營保險商品時，其影響服務品質、顧客滿意度與顧客忠誠度之主要因素並以交易成本理論觀點為基礎。本研究旨在探究影響顧客購買銀行保險商品之主要因素以及如何提升銀行保險通路之忠誠度。研究對象以以大台中主要八個行政區（中區、東區、西區、南區、北區、西屯區、南屯區、北屯區）曾購買過銀行保險商品的客戶為研究對象，採分層隨機抽樣共獲得有效樣本285份，最後以結構方程式進行相關分析。實證結果顯示在技術品質構面之搜尋成本、整體滿意度構面之議價成本與顧客忠誠度之監督成本相對都降低的情況下，顧客會更趨於選擇向銀行端購買保險商品。最後根據研究結果提出建議，並提供銀行業者管理上之參考。

關鍵字

銀行保險 ； 忠誠度 ； 滿意度 ； 服務品質

並列摘要

With times changing and bancassurance channels rising, people’s primary consideration of buying insurance products through banks is no longer corporate image. Whether bank tellers and financial consultants are equipped with sufficient expertise is also listed as main concern, and the demand for service quality is different too. Therefore, we discuss banks selling insurance products by literature reviews, to see the key factors influencing customer satisfaction and loyalty, based on Transaction Cost Theory. This study aims to investigate the main factors that influence customers’ decisions in purchasing bancassurance products, and how customer loyalty towards bancassurance channels can be enhanced. Subjects of the research are customers who have purchased bancassurance products before and who live in the eight main administrative regions in Taichung, namely Central District, Eastern District, Western District, Southern District, Northern District, Hsitun District, Nantun District, and Beitun District. A total of 285 valid samples were obtained through stratified random sampling, to be further analyzed for correlation by structural equation. The empirical results show that when the search cost of technical quality dimension, the bargaining cost of overall satisfaction dimension, and the monitoring cost of customer loyalty dimension are all relatively lowered down, customers tend to choose to purchase more insurance products from banks. The ultimate purpose of the research is to make recommendations based on its results to the banking industry for their reference in management.

並列關鍵字

Loyalty ； Satisfaction ； Service Quality ； Bancassurance

參考文獻

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