- 學位論文
從服務人員觀點探討尊榮VIP顧客忠誠度－ 以富邦人壽保險公司為例
Explore Elite VIP Customer Loyalty from Service Provider’s Viewpoint – Using Fubon Life Insurance as an Example
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摘要
三十餘年來關鍵客戶管理以不同的形式出現於文獻之中，同時越來越的論文試圖建立起關鍵客戶管理的基本架構，並尋求分析關鍵客戶管理成功的因素，但此相關的文獻多圍繞於B to B商業模式，對B to C商業模式著墨甚少，尤其是針對保險業尊榮VIP客群的分析，因此激發了本文顧客關係管理對保險業尊榮VIP顧客忠誠度影響之研究動機。 本研究採個案研究方法，並期達到三種目的：一、探討關係品質與企業辨識吸引力對VIP顧客忠誠度之影響，並找出壽險業關係品質影響因素，了解企業提供顧客關係管理對VIP客戶忠誠度之影響。二、了解VIP客戶潛藏服務需求及想法。三、提供壽險業未來規劃VIP客戶服務內容之方向。 此外，本研究發現VIP顧客忠誠度（再購意願、交叉性購買、向他人推薦、價格接受度）受到關係品質（顧客滿意及信任）及企業識別吸引力的影響，良好的關係品質及高度的企業識別吸引力有助於顧客忠誠度的維持，而關係品質又與互動、專業知識、經驗、顧客導向有正向之影響。 最後，期望能藉由上述之研究發現，提供國內壽險業者實務運用之參佐，並在未來顧客關係管理上發展出有效的策略管理。
並列摘要
For the last thirty years, key customer management has been appeared in literature in different forms. In the meanwhile, more and more literature tried to establish the basic framework for key customer management and seek and analyze the factors for successful key customer management. However, literature relating to this mainly focuses on B-to-B business model whereas literature focusing on B-to-C business model is rare. It is particularly true for the analysis of elite VIP customers in the insurance industry. Therefore, the motivation for exploring the impact of customer relationship management on the customer loyalty of elite VIP in the insurance industry is established. Case study was applied in the research and the following three objectives were expected to be achieved: 1. To understand the impact of customer relationship management provided by the company has on the customer loyalty of elite VIP in the insurance industry; 2. To understand elite VIP’s needs and opinions on the subject of potential services; 3. To provide the planning direction for future elite VIP services. Moreover, it was found in the research that the VIP customer loyalty (Repurchase intention, Cross-purchasing, Recommendation to others, Price acceptability) was influenced by relationship quality (Customer satisfaction and trust) and corporate identity attractiveness; Excellent relationship quality and high corporate identity attractiveness promoted the maintenance of customer loyalty. Furthermore, relationship quality had positive impact on interaction, professional knowledge, experience and customer orientation. It is hoped that the above research findings can provide reference regarding practical application to life insurance industry operators in Taiwan and that effective strategies in terms of customer relationship management can be developed in the future.
參考文獻
1. 林耀南、徐光達(2008)，「服務品質、關係品質與顧客忠誠度關係之研究」，管理研究學報，第2期，286-308。
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6. 趙清遠(2010)，「顧客導向、關係品質與顧客忠誠度之研究－以壽險顧客為例」，保險專刋，第26卷第2期，147-177。
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