人格特質與關係行銷成效之研究－以壽險業為例

Evaluating the Impacts of Personality and Relationship Marketing – Take Life Insurance Industry as an Example

田文欣(Wen-Hsin Tien)

指導教授 ： 鄭正豐

亞洲大學/管理學院/國際企業學系碩士班/碩士(2011年)

摘要

本研究企圖對壽險業發展整合型分析架構以探討關係行銷與人格特質對顧客滿意度所產生的影響效果。基於學術理論基礎，研究架構主要包含關係行銷、人格特質、服務品質、知覺風險與顧客滿意度等研究構面。據此，分別探討關係行銷與人格特質所產生的影響效果。此外，亦著重於分析服務品質與知覺風險所產生的中介影響效果。本研究以具有購買保險經驗的消費者作為研究對象，資料蒐集方法主要同時使用網路問卷、信箱（e-mail）問卷與紙本問卷，來獲取研究樣本。研究問卷施測自2010年6月1日至2010年9月1日止，為期三個月，總共回收230份的有效問卷。實證分析方法主要運用敘述統計分析、因素分析、信度分析、典型相關分析與線性結構方程模式等多變量分析方法。實證分析結果顯示，關係行銷對於服務品質與顧客滿意度皆存在正向顯著的影響效果，而關係行銷對於知覺風險則存在負向顯著的影響效果。其次，人格特質對於服務品質與顧客滿意度皆存在顯著的影響效果，但人格特質對於知覺風險則不存在顯著
的影響效果。第三，提昇服務品質或降低知覺風險皆有助於改善顧客滿意度。此外，關係行銷與人格特質皆對服務品質存在顯著的影響效果且服務品質對於顧客滿意度也存在顯著的影響效果，即表示服務品質在本研究架構中存在顯著的中介影響效果。最後，知覺風險在關係行銷與顧客滿意度之間存在顯著的中介影響效果，但其在人格特質與顧客滿意度之間則不存在顯著的中介影響效果。

關鍵字

關係行銷 ； 人格特質 ； 服務品質 ； 知覺風險 ； 顧客滿意度 ； 壽險業

並列摘要

This study attempts to develop integrated framework to explore the impacts of relationship marketing and personality on customer satisfaction through service quality and perceived risk based on the perceptive of life insurance industry. Accordingly, the main purposes of this study are to investigate the impacts of relationship marketing and personality, respectively. In addition, we further explore the effects of service quality and perceived risks on customer satisfaction. This study employs Internet-based, e-mail-based, and paper-based questionnaires to collect primary data from consumers who have experiences in purchasing life insurance. The data were gathered about three month period beginning in June 2010, and ending in September 2010. Eventually, this research obtained a final valid sample of 230 respondents. The empirical analysis adopt contain descriptive statistical analysis, factor analysis, reliability analysis, canonical correlation analysis, and structural equation modeling（SEM）.
The results represent that life insurance corporation improve relationship marketing strategy can enhance service quality, customer satisfaction, and
reduce perceived risks. Second, the personality has significantly effects on service quality and customer satisfaction. Third, life insurance corporation promotes the service quality or reduces the perceived risks contributes in improving customer satisfaction. In addition, relationship marketing, perceived risks, and service quality have significant influences on customer satisfaction. These results indicate that service quality play the meditative role in the integrated framework. Finally, the perceived risks to exist significantly mediating affect result between relationship marketing and customer satisfaction, but its does not to exist significantly mediating affect result between personality and customer satisfaction.

並列關鍵字

Relationship marketing ； Personality ； Service quality ； Perceived risks ； Customer satisfaction ； Life insurance

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