壽險業企業特質與壽險業務員特質對關係信任與顧客忠誠的影響：兩岸保險市場之比較

The Influence of Enterprise and Sales Person Characteristics on Relational Trust and Customer Loyalty: A Comparison between Taiwan and China Life Insurance Markets

陳正豪

指導教授 ： 周世玉

國立臺灣師範大學/管理學院/國際事務與全球戰略研究所/碩士(2010年)

摘要

本研究主要在探討壽險業中企業特質與業務員特質對於關係信任及顧客忠誠的影響，本研究以企業聲譽、企業規模、與企業的關係時間做為企業特質的變數，以業務員的專業知識、被顧客喜愛的、與顧客相似的、與顧客頻繁的接觸及與顧客的關係時間做為業務員特質探討的要素，影響關係信任，進而影響態度忠誠，並以顧客的專業知識做為干擾變數，干擾業務員特質對關係信任的影響。本研究希望透過同時對兩岸保險市場進行驗證，了解兩岸保險市場在關係信任及顧客忠誠形成的異同。
本研究以兩岸購買保險的消費者做為探討對象，以驗證所建議的研究模型。本研究採便利抽樣，台灣共計發放420份問卷，有效問卷369份，回收率88%。大陸共計發放230份問卷，有效問卷202，回收率88%。信度與效度分析結果顯示，除台灣樣本中「行為忠誠」信、效度較低外，其餘研究變數皆達有效、一致的程度。
研究結果發現，對於顧客忠誠中，態度忠誠的形成，台灣樣本主要原因來自於顧客對企業的信任，但大陸樣本則來自於顧客對業務員的信任，而在影響顧客對企業的信任，台灣與大陸都來自於企業的聲譽及對業務員的信任。但在顧客對業務員的信任形成上，台灣來自於業務員是被顧客所喜愛的、頻繁的接觸及顧客對企業的信任等特質。但大陸則來自於頻繁的接觸、關係時間的長短及顧客對企業的信任等特質。顯而易見，台灣與大陸對於關係信任及顧客忠誠的形成有所不同。本研究最後嘗試分析兩岸保險市場的異同，並提出行銷的策略，希望可以給予學界與實務界做為參考之用。

關鍵字

特質 ； 信任 ； 忠誠 ； 保險

並列摘要

The goal of this research is to find out how the characteristics of the enterprise and sales person influence Relational Trust and Customer Loyalty in China and Taiwan. Hoping to answer that question, this research puts the insurance market in China and Taiwan under careful examination: by comparing the two markets, the differences and similarities in the formation of Relational Trust and Customer Loyalty shall be revealed. The differences and similarities will also be discussed at the end of this research.
The examination process starts by setting the key variables in the research. For the characteristics of the enterprise, reputation, size, and the length of relationship are being set as variables. The variables for the sales person side of research include expertise, likability, similarity, frequent contact and the length of relationship. The research assumes that these variables influence the Relational Trust then the Attitudinal Loyalty. Also, the moderator that controls the influence the characteristic of sales person has on the Relational Trust is the knowledge of the customer.
In order to exam the model within the research, questionnaires were issued to those who purchased insurance product(s) and live in China or Taiwan. The method of convenient sampling is used in this research. Amongst the 420 questionnaires issued in Taiwan, 369 are effective (88%). In China, 230 issued, 202 effective (88%). The result from the analysis on the reliability and validity of the questionnaires shows that all variables are valid and coherent. Except the item “behavioral loyalty” from the samples in Taiwan demonstrated lower validity and reliability.
Overall, the research finds the formation of customer loyalty in Taiwan mainly comes from the customer’s trust on the enterprise, but in China it’s from the trust the customer has on the sales person. Yet samples in both China and Taiwan show that the customer’s trust on the enterprise is from the reputation of the enterprise and the customer’s trust on the sales person. Also, the likability of the sales person, frequent contact and customer’s trust on the enterprise are the key variables for the formation of the customer’s trust on the sales person in Taiwan. In China, however, the variables are frequent contact, length of relationship and customer’s trust on the enterprise. It is all too obvious that the formation of Relational Trust and Customer Loyalty is different in Taiwan and China. These facts found in the research will be a reference for those who works in related fields of study or business world.

並列關鍵字

Characteristics ； Trust ； Loyalty ； Insurance

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