壽險業服務品質、顧客滿意度與顧客忠誠度之關聯性研究-以大臺北地區為例

A Study on the Relationship among Service Quality, Customer Satisfaction and Customer Loyalty of Life Insurance Industry in Greater Taipei Area

李雅琪(Ya-chi Li)

指導教授 ： 高棟梁

淡江大學/商管學院/保險學系保險經營碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00675

摘要

壽險業在現代金融中扮演著重要角色，根據保險事業發展中心統計，2012年壽險公司總保費收入約有24兆7,834億元，有效保險契約約為5,198萬件，而投保率更高達222.97%。截至2013年7月止，臺灣地區的壽險公司計有31家，為數不少，使得臺灣地區的壽險業在國際化與全球化的環境中，面臨更大的競爭壓力。本研究旨在探討壽險業的服務品質、顧客滿意度及顧客忠誠度之間的關聯性，藉以暸解服務品質之優劣是否會影響顧客滿意度與顧客忠誠度之變化。
本研究僅就以大臺北地區曾購買人壽保險公司之保險商品作為研究對象。本研究發現服務品質對顧客滿意度有顯著的影響；顧客滿意度亦對顧客忠誠度有顯著影響；而服務品質中，僅「有形性、「可靠性」與「保證性」對顧客忠誠度有顯著影響。本研究亦發現「46-55歲」的年齡對「顧客滿意度」的感受程度比較低。因此，本研究建議未來壽險業者之行銷策略應「以客為尊」，強化對顧客的服務，尤其是46-55歲這一年齡層的人，才能增進顧客滿意度，進而獲得顧客對公司的忠誠度。

關鍵字

壽險業 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Life insurance plays an important role in modern financial industry. According to the statistics of Taiwan Insurance Institute, Taiwan life insurance industry had more than 51.98 million policies in force and about NT$24,783 billion premium income in 2012. As of July 2013, there were 31 life insurance companies operating business in Taiwan with facing higher completion under the internationalization and globalization circumstances. This study explores the relationship among the service quality, the customer satisfaction and the customer loyalty of life insurance companies in Taiwan, to find whether service quality brings changes to customer satisfaction and customer loyalty.
This study targets people residing in Great Taipei Area and once purchasing life insurance products from the life insurance companies. The study results show that service quality effects significantly on customer satisfaction, and customer satisfaction effects significantly on customer loyalty. However, only the "tangibles", "reliability" and "assurance" dimensions of service quality has significant effect on customer loyalty. This study also finds that people in "46-55" age group are relatively low perceptive in "customer satisfaction". Therefore, this study suggests that life insurers should take a strategy of “customer first” to encourage customer services for their customers, especially for the people of "46-55" ages, to enhance the customer satisfaction and consequentially to get customer loyalty.

並列關鍵字

Life Insurance Industry ； Service Quality ； Customer Satisfaction ； Customer Loyalty

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