- 學位論文
銷售通路與顧客特性對顧客忠誠度的影響－從汽車保險續保進行顧客忠誠度之探討
The Impact of Marketing Channel and Customer Characteristics on Customer Loyalty - To discuss Customer Loyalty via the Renewal of Automobile Insurance
摘要
在台灣的財產保險市場上，每年汽車保險費的收入佔整個財產保險公司保險費收入極高之比例，彰顯出顧客之留存意願對保險公司的經營狀況愈來愈重要，先不論其續保的保險金額多寡，如何有效掌握既有的續保業務不讓其流失，以此為基礎來拓展業務，當有事半功倍之效果，從既有客戶群找出忠誠度較高的客戶群，繼續維護既有客戶數並打開通路來源，將利用最小的行銷成本，達到最大承保效益。 因此，本研究從汽車保險續保來探討銷售通路與顧客特性對顧客忠誠度的影響，由被保險汽車之通路來源、汽車車種、承保區域；被保險人之年齡、性別、婚姻狀況及保單種類等，對自然人所有之車輛來探討與續保行為之關係。研究方法採用羅吉斯迴歸分析法，研究結果顯示續保行為有不同程度的影響。根據此結果本文建議保險公司可針對相關因素研擬行銷策略，以提升續保率增進經營績效。
並列摘要
Having regard to the major proportion and contribution of annual insurance premium income in the Market, Auto Insurance is the key line for the P & L (Property & Liability) Insurance Company. Customer’s will to renew insurance annually is getting more and more important to run the business for the Company. Without considering the Sum Insured, to expanse the business based on effectively keeping the renewal customer will be much more productive. In addition, finding out the customers with the higher loyalties and maintaining the numbers will solid the business source and obtain the underwriting benefit with the minimum marketing costs. Thus, this study is to discuss the effects of sales channel and customer characteristics to customer loyalty on Auto Insurance renewal. According to the business sources, types and areas of the insured cars, the age, sexual, marriage of the Insureds, kinds of insurance policies, and so on, there will be some discussions on the relationships with the customer’s renewal behaviors for nature persons. This study adopts Logistic regression. This study finds out that the variables have different effects. This study suggests that the insurance company can develop some marketing strategies according to these variables to increase the renewal ratio and prompt the operation performance.