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服務品質、企業形象、知覺價值對消費者再購買保險產品意願影響之研究

The Impact of Service Quality, Corporate Image, and Perceived Values on Customers' Repurchase Intention of Insurance Products

作者:曾婉妙
畢業學校:世新大學
出版單位:世新大學
核准日期:2015-09-08
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--shu....

中文摘要

台灣目前面臨少子化、人口年齡結構老化趨勢,政府推動全民健保,人們也紛紛提高憂患意識,透過商業保險加上一層保障。根據中華民國人壽保險商業同業公會統計資料顯示,臺閩地區人口投保人壽保險及年金保險,投保率已於 2008年突破 200%,隨著法令放寬與經濟環境所趨,銷售保險的管道更加多元化,各家保險業者為了永續經營,勢必得提升競爭力。本研究主旨在探討保險業的服務品質、企業形象、消費者的知覺價值與再購意願之影響。
本研究透過隨機抽樣問卷,資料分析方法有敘述性統計分析、項目分析、信度分析、因素分析、獨立 t 檢定、單因子變異數分析與迴歸分析。
研究結果顯示,保險業者的服務品質與企業形象的好壞與否,會影響消費者的再購意願,消費者的知覺價值也會影響到對保險商品的再購意願。
透過研究數據可得知,大部分的顧客對於其主要往來的保險業者,在服務品質與企業形象皆屬滿意,建議保險業者可強調差異化服務來提升服務品質,多參與公益活動來加強企業形象,在保險商品設計上要更符合現代消費者需求,始能創造永續經營的理念。

英文摘要

Because of the low birth rate and the trend of population ageing in Taiwan, the Government promotes the universal health care, and people increased the sense of urgency, through buying the commercial insurance. According to the Life Insurance Association of the Republic of China, the life insurance and annuity insurance rates have reached up to 200% in Taiwan and Fujian area in 2008. With the law and economic environment insurance sale accesses are more multiple, every insurance company needs to enhance its competitiveness to gain sustainable operation. This study aims to explore the impact of the service quality the image of the insurance industry, the customer perceived value and the repurchase intention.
This study adopts a random sample survey, descriptive statistical analysis data analysis, item analysis, reliability analysis, factor analysis, independent t-test, one-way ANOVA, analysis and regression analysis.
The results show that service quality and corporate image of the insurance industry, will affect the willingness of consumers to buy again, the perceived value will also affect insurance product to repurchase intention.
According to the results, most customers are satisfied with their current insurance company in service quality and the image of the insurance industry.
Insurance companies are advised to emphasize differentiated services to improve service quality, to participate in public welfare activities to enhance the corporate image and product design to be more in line with consumer needs to create sustainable business concept.


指導教授 - 廖鴻圖

委員 - 郭明煌

委員 - 吳威震

委員 - 吳聲昌


 

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