- 學位論文
體驗行銷與顧客滿意度對投保意願之影響－以新型態保險店鋪為例
The Impact of Experiential Marketing and Customer Satisfaction on Insurance Purchase Intention — A Case Study of a Novel Insurance Store
摘要
近年來，體驗行銷在保險業中扮演著重要的角色，透過讓顧客親身體驗商品或服務，以期提高其投保意願。藉由新型態保險店鋪提供多樣化的體驗行銷活動，例如風險體驗和保險知識講座等，讓顧客深入了解保險商品的價值和效益。 本研究以國內首創的人生設計所保險店鋪為標竿，以體驗行銷的觀點，藉由顧客進入新型態保險店鋪體驗或諮詢相關業務，研究實際體驗行銷與其滿意度對投保意願之影響。本文以新型態保險店鋪為例，以實際參與體驗之顧客為研究對象，共取得430份有效問卷，並以迴歸分析驗證研究假說。 研究結果顯示，體驗行銷對顧客滿意度與投保意願具有顯著正相關，顯示新型態保險店鋪所提供的體驗及品牌形象能夠給予顧客正面關懷與感受，顯著提升顧客滿意度及投保意願。此外，顧客滿意度對投保意願具有顯著正相關，顯示新型態保險店鋪的顧客對駐店人員服務過程的滿意度提升，其投保意願亦隨之增加。 因此，經營新型態保險店鋪採用多元的體驗行銷活動、注重駐店人員的專業服務能力與顧客滿意度，有助於顧客更加理解保險商品，提高其投保意願，同時可提供未來保險業發展新型態經營模式之參考。
並列摘要
In recent years, experiential marketing has played a significant role in the insurance industry, aiming to enhance customers’ willingness to purchase insurance through experiences of products or services. Utilizing diversified experiential marketing activities provided by novel insurance stores, such as risk experiences and insurance knowledge seminars, enables customers to gain in-depth understanding of the value and benefits of insurance products. This study takes the domestically pioneering Life Design Insurance Store as a benchmark and explores the impact of actual experiential marketing and satisfaction on the intention to purchase insurance from the perspective of experiential marketing. Using the Life Design Insurance Store as an example, this paper focuses on customers who have actually participated in the experiential marketing or consulted related services at the novel insurance store. A total of 430 valid questionnaires were collected from these customers, and regression analysis was conducted to verify the research hypotheses. The research findings indicate that the experiential marketing has a significant positive correlation with customer satisfaction and intention to purchase insurance, indicating that the experiences and brand image provided by novel insurance stores can offer customers positive care and feelings, effectively enhancing both customer satisfaction and intention to purchase insurance. Furthermore, customer satisfaction has a significant positive correlation with the intention to purchase insurance, demonstrating that customers’ satisfaction with the service process at these stores correlates with a higher intention to purchase insurance. Therefore, operating novel insurance stores with diverse experiential marketing activities and a focus on the professional service capabilities of store personnel and customer satisfaction can help customers better understand insurance products, increase their intention to purchase insurance, and provide a reference for the future development of innovative operating models in the insurance industry.