顧客消費經驗、滿意度與忠誠度之探討－以國內壽險商品為例

A Study of Customer Consumption Experience, Satisfaction and Loyalty: A Case of Life Insurance Products in Taiwan

柯重焜 ； 吳繼文

《臺灣觀光學報》 5期 (2008/06) Pp. 49-66

https://doi.org/10.29801/THTJ.200806.0004

摘要

國內壽險市場開放後，新公司與新產品不斷加入，壽險業面臨嚴峻競爭與挑戰，導致傳統的價格競爭已無法確保競爭優勢，滿足顧客對壽險商品多元化需求，提高顧客滿意，應為壽險業首要的策略方向。有鑑於此，本研究擬建構壽險業顧客滿意的前因包括認知面、情感面和失驗，與滿意對忠誠度之觀念性架構。研究結果顯示，整合性觀點即以認知、情感與失驗探討對顧客滿意的解釋能力最佳；此外，顧客滿意與正面情感和失驗皆呈正相關，與負面情感呈負相關；且顧客滿意與再購意願、口碑呈正相關，最後，實證結果發現正面情感會直接影響口碑。

關鍵字

顧客滿意 ； 忠誠度 ； 消費經驗 ； 失驗

並列摘要

Following the release of life insurance market in Taiwan, new companies and new products consistently made their appearances; however, life insurance industry confronted severe competition and challenges. As a result, the competition of traditional cost can no longer ensure the competitive advantage. Satisfying the demand of diversified life insurance product and increasing the degree of customer satisfaction are major strategic directions in life insurance industry. Thus, this study aims at building the conceptual structure of customer satisfaction in the insurance industry, including cognitive construct, affective construct and disconfirmation, and at building upon the satisfaction toward loyalty. The findings reveal that, with the integral concept, conferring on the cognition, affection and disconfirmation serves the best capability of explanation in customer satisfaction. Further, the satisfaction positively correlates with the positive affection and disconfirmation, whereas negatively correlates with the negative affection, and in addition, positively correlates with repurchase intention and world-of-mouth. Finally, the results of verification reveal that positive affection tends to directly influence the world-of-mouth.

並列關鍵字

customer satisfaction ； loyalty ； consumption experience ； disconfirmation

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