隨著「服務經濟」時代的來臨,壽險業者面臨到有如雨後春筍般的競爭挑戰。近年來,陸續有研究指出顧客滿意只被視為一種親切的管理,卻不能保證顧客一定會回流,雖然顧客滿意與顧客忠誠為抓住顧客的必要要素,但僅僅滿意公司的品質並不一定能使顧客忠誠。因為顧客現階段滿意此公司,並不意味未來他們仍會和此公司保有互助關係。這證明了顧客滿意和顧客忠誠之間的關係已趨於貧弱。因此關係利益順勢成為顧客是否願意與該壽險業者繼續合作的橋樑。而轉換成本更是壽險業者常拿來牽絆住顧客的一個重要因子。本研究將針對這項特質,探討關係利益與轉換成本對顧客滿意度與顧客忠誠度之間的影響,並希望為壽險業者提供一個新的方向,與顧客建立起更密切的長期關係。本研究以有壽險親身經驗之消費者為研究對象,採問卷填答方式,共收集392份有效問卷,主要分析方法為階層迴歸分析。研究結果發現:(1)顧客滿意度與顧客忠誠度呈現顯著的正向關係。(2)低關係利益對顧客滿意度與顧客忠誠度之間的正向關係呈現較強的顯著干擾效果。(3)高轉換成本對顧客滿意度與顧客忠誠度之間的正向關係呈現較弱的顯著干擾效果。
This study bases on consumers in the life insurance industry. The aim of the study is to investigate the moderating role of relationship benefit and switching Cost in the relationships among customer satisfaction and customer loyalty. Questionnaires from 392 respondents were returned to test the model. The results of this study include: (1) Customer satisfaction will be positively related to customer loyalty. (2) The positive relationship between customer satisfaction and customer loyalty will be stronger where clients have low relationship benefit. (3) The positive relationship between customer satisfaction and customer loyalty will be weaker where clients have high switching cost.