保險業之服務品質與消費者滿意度與再保意願之關聯研究

The Relationship Research of Service Quality, Consumers Satisfaction, and Repurchase Intention of Insurance Business

劉妍君(Yen-Chun Liu)

指導教授 ： 吳啟絹

大同大學/經營設計學院/事業經營學系所/碩士(2011年)

摘要

本研究以保險為例，以探討服務品質、消費者滿意度、再保意願三者之間的相互關係，希望在既有的消費者群中，找出相關的影響因素，以提高服務品質，尋求策略以維持並擴大現有消費者基礎，脫離惡性同質化競爭，促使企業成長與利潤增加。

保險業之消費者與業務員彼此依存度高，因此，基於具有相互嵌套的資料特性，本研究提出之研究架構以服務品質為前置變項。

本研究之研究模式，以購買保險的民眾為研究對象，進行問卷調查，利用SPSS12.0與階層線性模式(簡稱HLM)進行資料分析。
本研究經實證分析後獲得以下結果：
1.服務品質對滿意度有正向影響。
2.滿意度對再保意願有正向影響。
3.服務品質對再保意願有正向影響。

本研究經實證調查後推論，消費者再保意願是受到消費者滿意度的影響，而好的消費者滿意度是由好的服務品質而來，消費者覺得服務品質是值得信任的而產生再保的意願。

關鍵字

階層線性模式(HLM) ； 再保意願 ； 滿意度 ； 服務品質 ； 保險

並列摘要

This study explores the relationship of service quality, consumers satisfaction and repurchase intention in insurance business. By the improving of living lifestyle, consumers need more kinds of leisure activities than before. In order to maintain and increase more consumers, improving service quality is only one of the most important management aspects for insurance company.
The consumers in insurance business highly depend on the salesmen. Therefore, the characteristics of relationship in consumers and salesmen are nested relationship. Accordingly, the data we survey are two sources : consumers and salesmen.
For analysis, we use the multiple regression statistical method with the Statistical Package for Social Science (SPSS12.0) and Hierarchical Linear Model (HLM) to evaluate the relationship among service quality, consumers satisfaction and repurchase intention. This research is collecting the questionnaire from March to May, 2011.
This research has following results:
1. Service quality positively affects consumers satisfaction.
2. Consumers satisfaction positively affects repurchase intention.
3. Service quality positively affects repurchase intention.
This study confirmed empirically that service quality influences the consumers satisfaction and repurchase intention. Therefore, good satisfaction comes from good service quality, and high repurchase intention comes from good consumers satisfaction.

並列關鍵字

repurchases intention ； satisfaction ； hierarchical linear modeling(HLM) ； insurance business ； service quality

參考文獻

Anderson, E. W., C. Fornell, and R. L. Donald, “Customer Satisfaction, Market Share, and Profitability: Findings From Sweden”, Journal of Marketing, 58(7), (1994): 53-66.

Bhattacherjee, A., “Understanding Information Systems Continuance: An Expectation-Confirmation Model”, MIS Quarterly, 25(3), (2001): 351-370.

Bitner, M. J., “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses”, Journal of Marketing, 54(2), (1990): 69-82.

Boothe, R., “Who Defines Quality in Service Industries?” Quality Progress, 38(2), (1990): 65-67.

Brown, T. J., G. A. Churchill, and J. P. Peter, “Resech Note: Improving the Measurement of Service Quality”, Journal of Retailing, 69(1), (1993) : 127-139.