服務品質、品牌形象及消費者購買意願關係之研究-以產物保險公司為例

隨著台灣產險市場趨近飽和，台灣產險業未來該何去何從是值得細細思考的問題。為了使企業得以永續經營，過往經營模式已不適用於現今的社會及客群，注重服務品質、兼顧企業形象，方能獲得消費者的認同。本研究以產物保險公司為研究對象，目的欲探討產物保險公司之服務品質、品牌形象及消費者購買意願關係之研究。本研究將以大台北地區消費者為研究對象，採用問卷調查法，回收有效問卷311份；並利用SPSS統計軟體，將蒐集資料進行多方檢驗，探討服務品質、品牌形象及消費者購買意願之關聯性，這項研究的結果如下：一、服務品質（可靠性、回應性）對於品牌形象具有顯著正向影響關係。二、品牌形象（功能性利益、象徵性利益、經驗性利益）對於消費者購買意願具有顯著正向影響關係。三、服務品質（可靠性、回應性）對於消費者購買意願具有顯著正向影響關係。四、品牌形象對於服務品質及消費者購買意願具有顯著部分中介效果。根據研究結果可得知，產物保險公司若要永續經營，保持優質服務品質、與競爭者區別，讓品牌更加鮮明與獨特，透過品牌傳遞的形象、意念與信任度等感受與消費者無形間取得更深刻的關係維繫，如此一來便能直接或間接影響到消費者在選購保險商品時做出抉擇，已達到永續經營之最終目的。

關鍵字

服務品質；品牌形象；顧客購買意願；產險公司

並列摘要

In recent years, Taiwan's property and casualty insurance market has been approached to saturation; it is worthwhile to think about the future of Taiwan's property and casualty insurance industry. Since the past business model does not suitable for today's society and customer base, in order to enable property and casualty company to remain endless and sustainable development, the business must pay attention on how to improve its service quality and establish excellent brand image to help consumer recognition. This research was original design to investigate the relationship between service quality, brand image, and purchase intention, and to target the property and casualty insurance company as the main research object. Through the insurance product consumers in Taipei city and received valid 311 questionnaires surveys; use SPSS statistical software for the data analysis and the final results of the hypotheses testing are as follows: 1.Service quality has a significant positive influence on brand image. 2.Brand image has a significant positive influence on purchase intention. 3.Service quality has a significant positive influence on purchase intention. 4.Brand image has mediating effect in the relationship between service quality and purchase intention.