壽險業務員與顧客關係強度對忠誠度影響之研究

A Study of the Impact of Relationship Strength between Life Insurance Agent and Customer on Loyalty

鍾秀蘭(Hsiu- Lan Chung)

指導教授 ： 劉燦樑 ； 李月華

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00611

摘要

壽險業一直是需與服務人員高度接觸的行業，業務人員扮演著維繫保險公司與顧客關係的重要角色，近年來壽險市場的蓬勃發展與競爭激烈，業務員的高流動率，因此壽險業對於顧客關係的維護與顧客忠誠度傾向之瞭解也更加重要。
本研究以關係行銷相關文獻與理論為基礎建立本研究之架構與假設，探討影響顧客與業務員關係強度之因素、關係強度對業務員個人忠誠與保險公司忠誠及再購意願之關係，採用配額抽樣法進行抽樣，以A人壽保險公司的保戶500人為對象實施問卷調查，針對回收的302份有效樣本，進行信度分析、敘述性統計、迴歸分析及變異數分析，並以結構方程型(SEM)驗證模型之適配度與結構關係，經實證分析獲致結論如下：
一、顧客與業務員關係強度影響因素
1. 專業知識對關係強度有正向相關。
2. 互動頻率對關係強度有正向相關。
3. 合作意願對關係強度有正向相關。
二、顧客與業務員之關係強度愈高，顧客對保險業務員之個人忠誠度愈高。
三、顧客與業務員之關係強度愈高，顧客對保險公司之忠誠度愈高。
四、顧客對業務員之忠誠度愈高，再購意願愈高。
五、顧客對保險公司之忠誠度愈高，再購意願愈高。
六、顧客與業務員關係強度對業務員個人忠誠度影響大於對公司忠誠度之影響。

關鍵字

關係強度 ； 忠誠度 ； 再購買意願

並列摘要

Life insurance as a business requires a great deal of contact with service personnel and sales personnel acting as an important mediator between insurance companies and their customers. In recent years, the insurance market has flourished greatly and competition as well. It is due to this, as well as the large turnover rate for sales personnel that has raised understanding towards customer relations and consumer loyalty. This research will use information and theories pertaining to sales as a foundation for its structure and hypothesis, with focus on factors that influence the relationship between consumers and sales personnel. Furthermore, this research will take an in depth look into the relationship between loyalty to sales personnel, loyalty towards the insurance company and repurchase intention . Using the quota sampling method, a survey was conducted upon life insurance company A’s client base of 500 people. Out of the 302 requisite samples that were returned reliability analysis, descriptive statistics, regression analysis, and analysis of variance (ANOVA) will be conducted. Using structural equation modeling (SEM) compatibility and structural relations were analyzed, leading to the following conclusions based upon above mentioned research: 1. Professional knowledge, interactive frequency, and cooperative motivation had a direct affect upon the relationship strength between consumers and sales personnel. 2. The stronger the relationship strength between consumers and sales personnel is, the stronger the loyalty the customer would feel towards the sales personnel as an individual. 3. The stronger the relationship strength between consumers and sales personnel is, the stronger the loyalty the customer would feel towards the insurance company.4. The greater loyalty consumers have towards sales personnel, the greater motivation there is towards increased repurchase intention . 5. The greater loyalty consumers have towards the insurance company, the greater motivation there is towards increased repurchase intention . 6. The relationship strength between consumers and sales personnel, particularly the loyalty consumers feel towards their sales person has greater influence than any loyalty consumers may feel towards the insurance company.

並列關鍵字

relationship strength ； consumer loyalty ； consumer spending

參考文獻

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