保險從業人員客戶價值對客戶忠誠度影響探討

本研究旨在探討保險從業人員之客戶價值對客戶忠誠度的影響，實因過往文獻對此議題之探討較未著墨。有鑑於此，本研究欲從幼教教育、醫療知識、妊娠期母體調養、興趣嗜好四大客戶價值構面，應用變異數分析、皮爾森積差相關分析、多元迴歸分析等方法進行對客戶忠誠度之探討。研究結果顯示：每年願意提撥不同保費的客戶在保險從業人員提供之幼教教育及與客戶有相同興趣嗜好兩構面對客戶忠誠度具顯著差異；客戶是否有小孩則僅在興趣與嗜好構面下對其客戶忠誠度有顯著差異。此外，醫療知識與興趣嗜好對客戶忠誠度具顯著正相關，幼教教育與妊娠期母體調養對客戶忠誠度無顯著相關。故本研究建議保險從業人員應多強化己身興趣與嗜好之培養。

關鍵字

保險人員；附加價值；忠誠度

並列摘要

This research aims to explore the impact of insurance practitioners’ customer value on customer loyalty. The fact is that the discussion of this topic in the past literature is relatively unexplained. In view of this, this study intends to use the four major customer value dimensions of preschool education, medical knowledge, maternal care during pregnancy, hobbies and hobbies, and apply methods such as variance analysis, Pearson product difference correlation analysis, and multiple regression analysis to conduct customer loyalty. The dis-cussion. The research results show that customers who are willing to pay different premiums each year have significant differences in customer loyalty in terms of preschool education provided by insurance practitioners and the same interests and hobbies as the customer; whether the customer has children is only in the interests and hobbies. There are significant differences in loyalty to its customers. In addition, medical knowledge and hobbies have a significant positive correlation with customer loyalty, while preschool education and maternal care during preg-nancy have no significant correlation with customer loyalty. Therefore, this re-search suggests that insurance practitioners should strengthen the cultivation of their own interests and hobbies.