顧客對投資型保單滿意度與再購意願的探討

A Study on Customer’s Satisfaction and Repurchasing Intention of the Investment-linked Insurance

王曉娟(Hsiao-Chuan wang)

指導教授 ： 邱國欽 ； 李見發

朝陽科技大學/管理學院/財務金融系/碩士(2010年)

摘要

經歷金融海嘯，全球景氣下滑，市場利率不斷走低，壽險公司面臨嚴峻的利差考驗，而消費者需負擔更高的保費，投資型保單結合了壽險保障與投資理財的功能，也從保險商品轉變為理財工具，故投資型保險商品從2001年引進後，成為保險市場主流商品。
顧客的滿意度是企業經營績效的重要指標，消費者是否會再購買保單是壽險公司所欲探討的問題，因此本研究以國內A人壽保險公司之顧客為樣本來源，針對已購買投資型商品的消費者探討其滿意度與再購壽險商品的意願，研究顯示已購買投資型的保戶每個人平均擁有1.55張的投資型保單，保單的投資方式也以長期投資為主，消費者對於投資型商品所連結投資標的的獲利，及對投資型商品所收取的管理費滿意度偏低。在單因子變異數分析中，消費者教育程度對業務人員素質有顯著性的差異，而消費者的年所得對於公司的經營績效有顯著性的差異。在Logistic迴歸分析與交叉分析（獨立性檢定）及單因子變異數分析中，得知保戶是否會再購買保單，與年所得、商品內容及業務人員素質，有顯著的相關。

關鍵字

獨立性檢定 ； 滿意度 ； Logistic迴歸分析 ； 再購意願 ； 變異數分析

並列摘要

Passing through the financial tsunami, the global economic downturn and the low interest rates, life insurance companies are facing a severe challenge of the spread in interest rate and higher premiums. Since the investment-type insurance commodity combines life insurance protection and the function of investment and financial management, it has become a mainstream insurance commodity after being introduced in 2001.
Customer satisfaction is an important indicator of operating performance. It is a main concern whether clients would repurchase them or not. The present study investigates the determinants of repurchasing intension for the investment-type insurance commodity. The insurance client holds 1.55 on average. They are long-term investments among them. In one-factor ANOVA, client’s education on the business staff have significant differences in quality and the annual income of client for the company''s operating performance are significantly different. The results from the Logistic regression analysis and cross analysis (test of independence) and one-factor ANOVA have the evidence that annual income, quality of product and business personnel play roles on the repurchasing intension of the investment-type insurance commodity.

並列關鍵字

Independence Test ； Logistic Regression ； Analysis of Variance ； Satisfaction ； Repurchasing Intension

參考文獻

12.黃玉婷 (2007)。投資型保單購買因素及持續性之研究。碩士論文，朝陽科技大學企業管理所，台中。

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