题名

顧客導向、關係品質與顧客忠誠度之研究－以壽險顧客為例

并列篇名

Effects among Customer Orientation, Relationship Quality and Customer Loyalty: An Empirical Study of Life Insurance Industry in Taiwan

DOI

10.30137/IM.201012.0001

作者

趙清遠(Ching-Yuan Chao)

关键词

顧客導向 ； 關係品質 ； 顧客忠誠度 ； customer orientation ； relationship quality ； customer loyalty

期刊名称

保險專刊

卷期/出版年月

26卷2期（2010 / 12 / 31）

页次

147 - 177

内容语文

繁體中文
中文摘要

壽險業面對全球化、網路化及銀行保險的競爭趨勢，如何瞭解顧客需求、提供客製化及更高品質的服務以維持顧客滿意與忠誠度，創造顧客關係管理效能，乃是目前壽險業者最為關心的議題。本研究乃利用保險客户問卷調查方式，探討顧客導向對關係品質及顧客忠誠度的關聯性。研究結果顯示：(1)顧客導向顯著正向影響關係品質。(2)關係品質顯著正向影響態度忠誠與行為忠誠。(3)另態度忠誠亦顯著正向影響行為忠誠。(4)關係品質可以透過態度忠誠間接影響行為忠誠。(5)顧客導向可以透過關係品質間接影響顧客忠誠度。
英文摘要

While the competition of globalization, cyberization and bancassurance are getting intense, it is essential for life insurance industry to understand customers' needs, to provide customized and better quality service for maintaining customers' satisfaction and loyalty, and to further reach CRM efficiency. Therefore, the convenient sample of this study was focused on life insurance policyholders in Taiwan and the methodology was designed as questionnaire to explore the correlations among customer orientation, relationship quality and customer loyalty. The results finally find out: (1) Customer orientation positively affects relationship quality. (2) Relationship quality has significantly positive influence on customers' attitude loyalty and behavior loyalty. (3) Customers' attitude loyalty also has significantly positive influence on customers' behavior loyalty. (4) Relationship quality had mediated influences on customers' behavior loyalty via customers' attitude loyalty. (5) Customer orientation mostly had mediated influences on customer loyalty through relationship quality.
主题分类 社會科學 > 社會學
社會科學 > 經濟學
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被引用次数
  1. 許智超(2016)。情緒勞務對客戶情感依附之影響：以關係品質為中介角色。淡江大學企業管理學系碩士在職專班學位論文。2016。1-85。 
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