探討壽險業關係結合方式與關係品質之關係－以轉換成本、服務品質為干擾變數

The Relationship between Relational Bonds and Relationship Quality of Life Insurance Industry : The Moderating Role of Switching Cost and Service Quality

張愛婕(Ai-Chieh Chang)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

隨著國人的保險觀念的改變，醫療科技的進步使得保險已成為台灣民眾醫療補助投資理財與避險的工具，在眾多直效行銷當中，壽險業很適合運用關係結合策略以維繫與顧客間的長期關係，進而培養顧客忠誠度，並獲取顧客終生價值。由於國內業者並不重視教育消費者保險知識，研究指出有40%投保民眾並未了解壽險，所以也加深顧客對於投保之風險，致使壽險業的推廣，仍憑業務人員自己的本事，服務品質的掌握也非企業所能控管及整合。壽險的轉換成本也比其他產品來的高。本研究將針對壽險業產業特性，探討轉換成本與服務品質對關係結合方式與關係品質之間的影響，並希望為壽險業者提供一個新的方向，與顧客建立起更密切的長期關係。本篇研究對象針對有壽險業顧客有自己選擇壽險公司的投保經驗，並具有經濟能力者，採用問卷填答的方式，共發放410份問卷，採階層迴歸分析來驗證研究的關係結合方式與關係品質之關係。研究結果發現：(1)關係結合方式對關係品質有顯著影響。(2)當顧客知覺到較高轉換成本時，社會性結合對於關係品質的正向關係將會變得較高。(3) 當顧客知覺到較高服務品質時，結構性結合對於關係品質的正向關係將會變得較高。

關鍵字

關係結合方式 ； 關係品質 ； 轉換成本 ； 服務品質

並列摘要

In Taiwan, with the change of insurance concept , and with the advance of medical technologies make the insurance become a medical allowances , and financial investment tools. For life insurance industry, the strategies of relationship marketing is appropriate to sustain long-term relationship , build up customer loyalty, and gain customer lifetime value. Because insurance industry doesn’t take consumer education seriously, it increases the insurance risks. Past study found that 40% of consumer did not understand the insurance. Besides, insurance salesperson training is insufficient , it will affect service quality .Further more, switching cost is higher than other products. The relationship between relational Bonds and relationship quality will be affected by , high switching cost, high service quality.
This research contains 410 questionnaires and use hierarchical regression analysis to evaluate the moderating effect of the relationship between relational bonds and relationship quality of life insurance industry.

並列關鍵字

Relational Bonds ； Relationship Quality ； Service Quality ； Switching Cost

參考文獻

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