南山人壽經營權轉讓後的品牌形象、知覺品質與忠誠度之研究

Study on Brand Image, Perceived Quality and Loyalty of Nan Shan Life Insurance after Transfer of Franchise

范嬪嬪(Pin-Pin Fan)

指導教授 ： 鄧誠中 ； 紀麗秋

國立虎尾科技大學/管理學院/經營管理研究所在職專班/碩士(2013年)

摘要

南山人壽在保險業界一向業績亮麗、經營體質穩健、財務結構健全，然於2008年金融海嘯時受母公司AIG集團虧損之連累，延宕不決的出售過程，斲傷業務推展戰力，業績一落千丈，甚至造成勞資對立、工會反彈及裁員流言等，業務團隊分崩離析，保戶在解約及續約風險考量下搖擺不定。
本研究係以消費者的層面來瞭解南山人壽自經營權轉讓過程後的品牌形象、知覺品質與忠誠度之影響。採用問卷調查法以非隨機抽樣的立意抽樣法發放，有效問卷回收率為87.6%。使用SPSS及 Statistica統計軟體，經描述性統計、t檢定、變異數分析、信度分析、因素分析、迴歸分析等方法進行實證分析。
實證結果發現，不同個人人口統計變項的消費者在品牌形象、知覺品質、忠誠度呈現部份顯著性差異。品牌形象正向影響消費者知覺品質。品牌形象正向影響消費者的忠誠度。知覺品質會正向影響消費者的忠誠度。品牌形象與知覺品質會正向影響消費者的忠誠度。
本研究由分析彙整後獲得之結果，作成結論提供經營者建議及實務參考。

關鍵字

勞資對立 ； 品牌形象 ； 知覺品質 ； 忠誠度

並列摘要

In insurance industry, Nan Shan Life Insurance has been performing excellently; its operation was stable and financial structure was complete. However, in Financial Tsunami in 2008, the company was affected by the deficit of parent company AIG. Postponed process of selling seriously influenced the business development. The sales thus dropped and it even caused confronting positions of labor-management, resistance of labor union, rumor of layoff, etc. Business teams were collapsed and clients were increasingly concerned about contract termination and extension risk.
From the perspective of consumers, this study probed into brand image, perceived quality and loyalty after transfer of franchise of Nan Shan Life Insurance. A questionnaire survey was conducted by purposive sampling, and the valid return rate was 87.6%. The data were analyzed by SPSS, descriptive statistics, t test, variance analysis, reliability analysis, factor analysis, and regression analysis.
According to the empirical result, consumers with different demographic variables have significant difference on brand image, perceived quality and loyalty. Brand image positively influences consumers’ perceived quality. Brand image positively influences consumers’ loyalty. Perceived quality positively influences consumers’ loyalty. Brand image and perceived quality positively influence consumers’ loyalty.
Based on the results, suggestions are proposed for managerial implications.

並列關鍵字

confronting positions of labor-management ； Brand Image ； Perceived Quality ； Loyalty

參考文獻

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