服務品質、企業形象、顧客承諾與顧客忠誠度之關係研究-以南山人壽保險公司為例

國民所得是反映整體經濟活動的重要指標，隨著經濟多元化的蓬勃發展與金融科技的應用，金融保險商品和服務品質的需求也相對的提升。保險業主要以顧客服務為導向，而顧客滿意與信任是聯繫保險業者與顧客關係的主要關鍵。為了瞭解影響保險業顧客忠誠度之影響因素，本研究結合服務品質、企業形象、顧客承諾等理論，探討其對顧客忠誠度之影響，並以南山人壽之保戶為例進行探討。在問卷資料蒐集上，以結構性的問卷設計，藉由網路問卷與實地發放問卷的方式進行調查。問卷共發出270份，回收265份，扣除無效問卷後，實際回收之有效問卷為257份。本研究透過信效度分析於與迴歸分析針對研究假設加以驗證。經由實證分析結果顯示，當擁有良好的服務品質及企業形象時，顧客承諾將會提高。當顧客承諾越高時，顧客忠誠度會相對提升。最後根據研究結果提出管理意涵與後續研究建議，提供保險業者未來發展的實務參考。

關鍵字

服務品質；企業形象；顧客承諾；顧客忠誠度

並列摘要

Gross national income is an important indicator of overall economic activity. With the vigorous development of economic diversification and the application of financial technology, the demand for financial insurance products and service quality has also increased relatively. The insurance industry is mainly oriented to customer service, and customer satisfaction and trust are the key to linking insurers with customers. In order to understand the factors that influence the customer loyalty of the insurance industry, this study combined the theories of service quality, corporate image, and customer commitment to explore their impact on customer loyalty, and used insurance users of Nan Shan Life Insurance as the example to make discussion. In the collection of questionnaire data, this study used the structured questionnaire design to conduct surveys through online questionnaires and field questionnaires. A total of 270 questionnaires were issued and 265 were recovered. After deducting the invalid questionnaires, 257 valid questionnaires were actually recovered. The validity，reliability and regression analysis were used to examine the hypothesiｓ iｎ this study. The results of empirical analysis show that when there is a good service quality and corporate image, customer commitment increases. With high customer commitment, the customer loyalty is also high. Based on the research results, this study proposed managerial implications and suggestions to future studies. The findings can serve as references for the future development of insurers.