探討顧客忠誠度之影響因素-以保險業為例

隨著時代變遷、社會發展以及金融市場的開放，各家保險業者間的競爭日益激烈。我國保險公司大多經由業務人員來銷售保單，而業務人員如何培養忠誠的顧客，使其願意持續購買保單，或向他人傳遞正向口碑為業務人員在發展保險事業上最為重要的議題。專業能力是一個人對工作的敬業程度與專業形象的展現，保險業務人員在服務的過程中，其專業能力、服務品質是影響客戶的關鍵因素。再者，保險業務人員與保戶之間的關係亦是影響業績銷售的一部分，因此本研究將探討保險業務人員之專業能力、服務品質、關係品質與顧客忠誠度的影響關係。除此之外，本研究亦探討關係品質的中介效果。本研究以曾經購買過人壽保險的消費者為研究對象，並以便利抽樣的調查方式進行問卷發放，共計發放523份，剔除填寫不完整之無效問卷，回收有效樣本共302份，有效回收率為57.9%。本研究使用SPSS進行描述性統計、信度分析、效度分析、獨立樣本t檢定、變異數分析、迴歸分析。研究結果顯示： (一)專業能力、服務品質對關係品質有正向顯著的影響。 (二)關係品質對顧客忠誠度有正向顯著的影響。 (三)專業能力、服務品質並不直接影響顧客忠誠度，而是藉由關係品質的中介效果，發現專業能力、服務品質會影響顧客忠誠度。最後，本研究針對研究結果，分別對專業能力、服務品質、關係品質與顧客忠誠度提出相關建議以作為保險產業之管理者與從業人員的參考。

關鍵字

專業能力；服務品質；關係品質；顧客忠誠度

並列摘要

The transition of times, social development, and the opening of financial markets have intensified the competition between insurance companies. The majority of insurance companies in Taiwan hire insurance agents to sell insurance policies. Therefore, developing loyal customers to ensure their willingness to continue purchasing insurance policies or spreading positive words-of-mouth to others is the most crucial topic for insurance agents in the development of their career. Professional competence is the display of a person’s degree of professionalism and professional image. When insurance agents provide services, their professional competence and service quality are key factors influencing customer loyalty. Furthermore, the relationship between insurance agents and policyholders affects insurance sales. Therefore, this study explored the effects of insurance agent’s professional competence, service quality, and relationship quality (with customers) on customer loyalty. Moreover, the mediating effect of relationship quality was discussed. This study surveyed people who had purchased life insurance by distributing questionnaires through convenience sampling. A total of 523 questionnaires were distributed, of which incomplete and invalid responses were excluded. Consequently, 302 valid responses were collected, contributing to a valid response rate of 57.9%. SPSS was used to perform descriptive statistics, reliability analysis, validity analysis, independent samples t-test, analysis of variance, and regression analysis. The following findings were reported: (1) Professional competence and service quality positively and significantly influenced relationship quality. (2) Relationship quality exerted a positive and significant effect on customer loyalty. (3) Professional competence and service quality did not directly affect customer loyalty. Only when relationship quality served as the mediator did professional competence and service quality influence customer loyalty. Finally, based on the research results, this study puts forward suggestions on professional competence, service quality, relationship quality, and customer loyalty, which may serve as references for managers and agents in the insurance industry.