顧客關係管理對顧客滿意度及購買意願之影響－以壽險公司為例

The Impact of Customer Relationship Management on Customer Satisfaction and Purchase Intention- The Case of Insurance Company

林彥成(Yen-Cheng Lin)

指導教授 ： 楊立人

共同指導教授 ： 李雅婷

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00539

摘要

過往研究多著重探討服務品質對於顧客滿意度及購買意願之影響，及顧客滿意度對於購買意願的影響，顯少以顧客關係管理為自變數探討顧客關係管理對於顧客滿意度及購買意願之影響。基此本研究以壽險公司為研究對象，探討顧客關係管理對於顧客滿意度及購買意願之影響，以曾購買過保險公司之保險商品的顧客為調查對象，採便利抽樣的方式發放問卷，問卷收集其間為2021年2月至2021年3月，回收有效問卷共計844份，分析後本研究有下列重要發現：
1.「顧客互動」為影響事業有成客戶購買保險商品之最重要因素，第二重要者為「客製化服務」，再者則為「知識管理」及「資訊管理」。
2.經驗不足之保險業務員面對事業有成之客戶應著重於與顧客之互動關係。
3.完善的溝通導向顧客關係管理系統可以提升顧客滿意度及購買意願。

關鍵字

顧客關係管理 ； 顧客滿意度 ； 購買意願 ； 壽險公司

並列摘要

Previous studies have focused on the impact of service quality on customer satisfaction and purchase intention, and the impact of customer satisfaction on purchase intention. Few studies have taken customer relationship management as an independent variable to explore the impact of customer relationship management on customer satisfaction and purchase intention. Therefore, this study takes insurance company as research object to explore the impact of customer relationship management on customer satisfaction and purchase intentions. We takes customers who have purchased insurance products from insurance companies as the survey object, the questionnaires were distributed in a convenient sampling method. The questionnaires were collected from February 2021 to March 2021, and a total of 844 valid questionnaires were collected. We has the following important findings:
1. "Customer Interaction" is the most important factor influencing successful business customers to purchase insurance products. The second most important factor is "Personalize Service", and the other is "Knowledge Management" and "Information Management".
2. The inexperienced insurance salesperson should focus on the customer interaction when facing successful customers.
3. A sound communication customer relationship management system can improve customer satisfaction and purchase intentions

並列關鍵字

Customer Relationship Management ； Customer Satisfaction ； Purchase Intention ； Insurance Company

參考文獻

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