壽險業顧客再購行為與多元行銷通路之選擇

自2001年金融控股法通過後，政府開放金融控股公司旗下之銀行及保險公司業務可以共同行銷，因銀行保險業務的發展，進而帶動跨業經營及交叉行銷理念，開啟多元通路的經營模式。近年來，台灣壽險業發展多元行銷通路已蔚為風尚。本文探究顧客再購行為與多元行銷通路之選擇，藉由顧客過去購買人身保險的經驗產生之顧客忠誠度、顧客滿意度與服務品質對再購意願與其通路再購與否之影響。本研究採用問卷調查法，取得有效問卷共1675份，實證結果顯示消費者之顧客忠誠度、顧客滿意度、服務品質與再購意願呈顯著正相關，本文研究結果可供壽險業經營多元行銷通路之參考。

關鍵字

多元行銷通路；再購行為；顧客忠誠度；顧客滿意度；服務品質

並列摘要

Since the enactment of the Financial Holding Company Act in 2001, the government has opened up joint marketing to Financial Holding Companies between the banking and insurance industries. Development banking and insurance businesses result in the growth of cross-industry and cross-marketing schemes and the enhancement of business models such as multi-channel marketing. Recently, Taiwan’s life insurance market has shown a significant promise with ventures interested in developing and multi-channel marketing. This study aims to investigate the relation between the repurchase behavior of customers and the choices of multiple marketing channels. Analyzing the data from consumers' previous purchasing experience, this study determines how important factors, such as customer loyalty, customer satisfaction, and service quality and repurchase intentions. The data were collected using questionnaires that acquired 1675 valid responses. The empirical result shows that a significant positive relation among repurchase behavior of customers, customer loyalty, customer satisfaction, and service quality. Our results are expected to generate certain guidelines on multiple marketing channels for life insurance companies.