便利性、關係慣性、滿意度與顧客忠誠度關係之研究－台灣汽車保險市場實證

The Relationships among Convenience, Relationship Inertia, Satisfaction and Customer Loyalty-Evidence from Taiwan's Motor-Insurance Industry

蘇文斌(Wen-Ping Su) ； 謝淑慧(Shu-Hui Hsieh) ； 劉俊廷(Chun-Ting Liu)

《風險管理學報》 12卷2期 (2010/09) Pp. 185-210

https://doi.org/10.30003/JRM.201009.0002

摘要

傳統上滿意度一直被視為長期顧客行為的基本決定因素，而便利性與關係慣性則亦是影響顧客忠誠的重要因素，並扮演干擾滿意度與顧客忠誠度間之關鍵角色，然而尚未有文獻針對便利性與關係慣性的干擾角色予以整合探討。本文研究目的在於確認此顧客忠誠模式的整合架構。本研究以台灣產險業汽車保險為例，取得745份購買汽車保險顧客的有效問卷，並以迴歸分析檢驗研究假說。實證結果顯示，滿意度、關係慣性及便利性皆會正向影響顧客忠誠度，然關係慣性及便利性皆會弱化滿意度對顧客忠誠度的重要性。此外，本文確認了關係慣性在顧客滿意度與忠誠度之間所構成的負向干擾效果會因便利性的提高而增強，並導致不滿意的顧客續留於現行投保公司。整體而言，本研究對產險業可提供重要的實務意涵。

關鍵字

顧客滿意度 ； 關係慣性 ； 便利性 ； 顧客忠誠度

並列摘要

Customer satisfaction has traditionally been regarded as a fundamental determinant of long-term consumer behavior. The convenience and relationship inertia are also important factors impacting customer loyalty and play the roles that moderate the relationship between satisfaction and customer loyalty. However the integrating of the two moderating effects of the relationship inertia and convenience on the relationship between satisfaction and customer loyalty had not been addressed. The purpose of our study was to extend and verify such a customer loyalty model. A questionnaire was constructed and data were collected from 745 policyholders of motor insurance in Taiwan. Regression analyses were then applied to test the hypotheses. Empirical results show that customer satisfaction, relationship inertia, and convenience all have positive effects on customer loyalty. However, high levels of relationship inertia and convenience will weaken the relationship between satisfaction and customer loyalty. Furthermore, the findings identify that convenience strengthens the moderating effect of relationship inertia on the satisfaction-loyalty link and causes dissatisfied customers to stay with their current motor insurance providers. Based on the findings, its implications of the practice are discussed.

並列關鍵字

Customer Satisfaction ； Relationship Inertia ； Convenience ； Customer Loyalty

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