保險商品核心利益、企業形象與顧客價值對顧客承諾之影響關係研究

A Study on the Relationships among Core Product Benefits, Enterprise Image, Customer Value and Customer Commitment

范惟翔(Wei-Shang Fan) ； 張瑞鉉(Ruei-Shiuan Chang) ； 謝惠蓉(Whei-Jon Shei)

《顧客滿意學刊》 4卷1期 (2008/03) Pp. 35-68

https://doi.org/10.30066/JCS.200803.0002

摘要

企業的營收來自新顧客和重複購買的舊顧客，所以除了應積極爭取新的客源之外，更應確保既有的顧客群，並與其建立長久的顧客關係。因此，企業成功的運用與顧客間的關係策略，不但可以和顧客建立長期穩固的交易關係，更能為企業創造高度的競爭優勢。本研究希望透過產品核心利益、企業形象、顧客價值與顧客承諾間的影響關係，俾了解保險業顧客在續保時之考量，藉此提供保險業未來在業務行銷上之參考。
本研究以國營保險公司之投保保戶為研究對象，採用系統抽樣法，發出問卷共300份，回收237份，其中無效問卷17份，有效問卷220份。資料分析方法則採用統計視窗軟體SPSS10進行敘述統計分析、信度分析、相關分析、迴歸分析及變異數分析，本研究以Cronbach's α係數進行信度分析，四個變項的信度和整份問卷的信度多大於0.7，屬高信度，顯示本研究所使用之問卷具有足夠的內部一致性，可進一步進行實證分析，研究結果發現：(1)產品核心利益對顧客承諾具有顯著的正向影響，顯示企業若能致力於提升顧客 對產品核心利益的認知，將有助於顧客承諾的提升；(2)企業形象對顧客承諾 具有顯著的正向的影響，顯示顧客在進行購買行為的同時，除了考慮產品核 心利益以外，企業形象也深深影響顧客的抉擇；(3)顧客價值對顧客承諾具有 顯著的正向影響，顯示創造顧客價值將能有效提升顧客承諾，亦即顧客價值 愈高，則顧客對企業的認同感與投入將愈深，也將使企業與顧客間的關係更穩固；(4)保險商品核心利益、企業形象與顧客價值會交互影響顧客承諾。

關鍵字

產品核心利益 ； 企業形象 ； 顧客價值 ； 顧客承諾

並列摘要

Corporate profit derives from new and returning customers. As a result, corporations should not only aggressively acquire new customers, but also retain existing customers and establish long-term relationships with them. Therefore, corporations who can successfully exercise customer relationship strategies can not only develop long-term, stable relationship with customers, but also build significant competitive advantages.Through investigating the relationships among product core benefit, corporate image, customer value, and customer commitment, this research hopes to understand the concerns when customers extend contracts for future reference of sales and marketing in the insurance industry. The targets of this research are policy holders of one of the national insurance companies. This research adopts a convenience sampling method. 300 questionnaires were issued. 237 of them were retrieved, out of which 17 are invalid and 220 are valid. SPSS10 data analysis method is used to perform descriptive statistics analysis, reliability analysis, correlation analysis, regression analysis, and variance analysis. This research introduced Cronbach's α coefficient to conduct reliability analysis. Reliabilities of the four variables and the reliability of the entire questionnaire are higher than 0.7. Therefore, the result is highly reliable. It appears that the questionnaire is internally consistent and is suitable for performing positive analysis. The results of the research were:(1)Product core benefit has obvious positive effect on customer commitment. It appears that if corporate can put their effort on increase product core benefit awareness, customer commitment will increase;(2)Corporate image has an obvious positive effect on customer commitment. It appears that when customers perform purchasing behavior, corporate image also has a significant influence on customers' choices other than product core benefit;(3)Customer value has an obvious positive effect on customer commitment. It appears that the creation of customer value can effectively increase customer commitment. That is to say, the higher the customer value; the more the corporate identity and the more customers devote to corporations. The relationship between corporations and customers will be more stable;(4)Via Customer value, product core benefit and corporate image has obvious effect on customer commitment. It appears that customer value has an intermediary effect between customer commitment and both product core benefit and corporate image.

並列關鍵字

Product Core Benefit ； Corporate Image ； Customer Value ； Customer Commitment

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