顧客購買銀行保險意願之研究-以服務品質觀點觀之

A Study on Customer Purchase Intention of Bancassurance – A View of Service Quality

周育珍(Chou Yu Chen)

指導教授 ： 楊坤鋒

亞洲大學/管理學院/國際企業學系碩士在職專班/碩士(2010年)

摘要

摘要 銀行業面臨到社會總體經濟趨勢以及危機呈現、市場和競爭力衝擊、法律修改(如金控法)與產業結構改變之下，銀行業除了要面臨同業間激烈競爭之外，還要與其他同性質產業進行對抗，以消除面臨持續生存之壓力。因此不得不去發展出具備多元化的生存策略，所以在行銷上策略聯盟跨業行銷，如跨足保險商品之行銷；在組織上做調整因應不穩定的事件發生，其目的是要提升競爭優勢，藉由提供客戶全方位服務、降低成本、提高營運績效拓展新利機。本研究結論如下： 一、 顧客對於銀行兼營保險的服務之中，最在意的屬性依序為：服務過程不會有差別性待遇、提供專屬的客製化服務、優先考量到顧客的最大利益以及具有現代化和新穎的服務設備等四項。 二、 服務品質的三大構面之中，主動關懷性對於顧客滿意度會有顯著性的影響，然而有形性以及可靠性對於顧客滿意度則是無顯著性影響。

關鍵字

銀行保險 ； 服務品質 ； 顧客滿意度 ； 顧客購買意願

並列摘要

ABSTRACT
Facing general economic trends of society, representative crisis,impact of market and competitiveness ,the law changes (such as Financial Holding Company Act) and changer of industrial structure, banking industry has to confront fierce competition among the industry as well as resistance of the other same character industries in order to eliminate the pressure of continued survival. In this situation, banking industry needs to develop diverse survival strategies. In terms of marketing strategy,banking industry could adopt strategic alliances and cross selling such as marketing of insurance products. In addition, banking industry has to adjust organizational structure in order to face occurrence of unstable
events and increase competitive advantages. Banking industry also culd execute strategies such as multi-functional customer services, reduction of costs and increase of operation performance in order to explore new opportunities.This study as follows:
1. The services of concurrently-operating bancassurance banking industry which concerned customers most in order are : servic process has no differential treatment, providing exclusive and
customized services, the best interests of customers would be priority and modern as well as innovative equipments.
2. Among the three dimensions of service quality, active concern have a significant impact on customer satisfaction, physicality and reliability has no significant influence on customer satisfaction.

並列關鍵字

Bancassurance ； Service Quality ； Customer Satisfaction ； Customer Purchasing intentions

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