保險業銷售人員特質、品牌形象與顧客忠誠度之關聯性研究

A Study on the Relation among Insurance Sales Staff’s Characteristics, Brand Image and Customer Loyalty

林淑梅(Shu-Mei Lin)

指導教授 ： 林傑毓

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2012年)

https://doi.org/10.6833/CJCU.2012.00033

摘要

隨著全球經濟不景氣，保險業者的經營環境日趨艱困，如何鞏固顧客忠誠度已成為許多保險業者追求永續經營的重要課題。因此，本文之研究目的主要分析保險業銷售人員特質、品牌形象及顧客忠誠度之關係，以提供保險業者擬訂相關策略之參考依據。本研究以問卷調查方式進行，以國泰人壽保險股份有限公司之顧客為問卷發放對象，共回收257份有效問卷；並以統計方法分析銷售人員特質、品牌形象及顧客忠誠度之關係。根據統計分析結果，可發現銷售人員特質與品牌形象均對消費者的顧客忠誠度有顯著的正向影響。提昇銷售人員的專業能力、服務態度與倫理道德素養，將有助於提昇顧客忠誠度；而建立良好的公司品牌形象，亦有助於維繫顧客忠誠度，提高其再次購買意願。本研究亦發現，品牌形象對顧客忠誠度的影響效果高於銷售人員特質的影響效果，故保險業者可更積極建立良好的品牌形象，以提高顧客忠誠度。最後，本文根據研究結果提出若干建議，以期能讓保險業者在教育保險業銷售人員特質、推廣公司品牌形象與維持顧客忠誠度等方面有所參考。

關鍵字

銷售人員特質 ； 牌形象 ； 顧客忠誠度 ； 保險業

並列摘要

The depression of global economy has led to rigorous business environments for many insurance companies. To maintain customer loyalty has become an important topic for insurance companies while pursuing sustainable competitiveness. The main purpose of this study is to analyze the relationship among insurance sales staff’s characteristics, brand image and customer loyalty. The questionnaire survey was conducted in the study. The customers of Cathay Life Insurance Co. Ltd. were taken as research subjects, and 257 valid questionnaires were analyzed. Some statistical methods were employed to analyze the questionnaires. Based on the results of statistical analysis, the study found that both sales staff’s characteristics and brand image have significantly positive influences on customer loyalty. Improving professional capabilities, service attitudes and moral capacities of sales staff can reinforce customer loyalty. Building good brand image of the company can also be helpful for maintain customer loyalty. Brand image has stronger influences on customer loyalty than sales staff’s characteristics do. Based on the research findings, the study proposes some suggestions for insurance companies while developing sales staff’s characteristics, promoting company’s brand image, and maintaining customer loyalty.

並列關鍵字

Sales Staff’s Characteristics ； Brand Image ； Customer Loyalty ； Insurance Companies

參考文獻

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