國內的銀行保險業務在金融法令開放及金融環境變遷下,逐年快速成長,成為各家保險公司與銀行所重視的業務。目前在台灣金融業中,銀行保險已被視為重要的推展業務項目之一。然而關於銀行保險的相關研究非常多,大部份都是以銀行保險的重要性或是未來發展趨勢,站在銀行本身的角度來探討。卻鮮少從客戶的滿意度及忠誠度的觀點來討論,但這卻是影響銀行保險是否能長久經營的關鍵。 本研究主要是從文獻探討及問卷調查兩方面來進行研究探討,旨在於瞭解銀行顧客的保險需求程度、信任程度及服務品質對銀行滿意度及忠誠度之影響,站在銀行客戶的角度,來了解客戶在銀行購買保險的滿意度及忠誠度之影響因素分析,並針對在銀行購買保險之客戶作為本研究的抽樣對象。利用敘述統計、信效度分析、變異數分析以及複迴歸分析法,本研究發現保險需求程度、信任程度、服務品質對滿意度及忠誠度都具有顯著性正向影響,以及滿意度對忠誠度相同具有顯著性正向影響。
With the liberalization of financial laws and change financial environment, domestic bankcassurance businesses grow rapidly every year and become the business emphasized by all insurance companies and banks. Among the financial businesses in Taiwan, bank insurance is considered one of important businesses to be developed. Although there are many researches regarding the bankcasurance, most of them discuss the importance or future trend of bancasurance from the perspective of banks them. There are very few discussions from the perspective of customer satisfaction and royalty; however, it is the key to whether the bancasurance is sustainable for long term operation. This study combined journal and questionnaire in order to know customer's insurance demand, trust and service quality which influence their satisfaction and loyalty.To know and analysis the satisfaction and loyalty element from the customer's who came for consuming insurance products and study from those customers as our sampling targets. The study found all “insurance demand”, “trust level” and “service quality” have significant positive effects toward satisfaction and royalty.Satisfaction also have significant positive impact to loyalty .
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