影響行動App服務對顧客滿意度及忠誠度因素之探討－人壽保險產業實證

The Factors Influencing Customer's Satisfaction and Loyalty in Mobile Application Services: An Empirical Study from Life Insurance Industry

10.6626/MR.2014.14(1).04

李珍穎(Chen-Ying Lee)；簡銘慧(Ming-Hui Chien)；林佳怡(Jia-Yi Lin)

知覺有用性 ； 知覺易用性 ； 顧客滿意度 ； 顧客忠程度 ； 人壽保險 ； Perceived usefulness ； Perceived ease of use ； Customer satisfaction ； Customer loyalty ； Life insurance

管理研究學報

14卷1期（2014 / 06 / 01）

95 - 131

繁體中文

本研究旨在探討影響消費者使用壽險App服務對顧客滿意度與顧客忠誠度的因素，藉由問卷調查方法蒐集實證資料，以大台北地區已購買人壽保險且使用過壽險App服務的消費者為對象，採用立意抽樣。總計發出600份問卷，扣除無效問卷後，有效問卷為538份，回收率為89.7%，透過T檢定、單因子變異數分析、複迴歸以及路徑分析對研究假設進行驗證。經由複迴歸及路徑分析，結果發現消費者使用壽險App服務時的知覺有用性、知覺易用性對顧客滿意度有顯著正向影響，且顧客的滿意度與知覺有用性對顧客忠誠度亦有顯著正向影響，其中影響忠誠度最主要因素為顧客滿意度，其次為知覺有用性透過滿意度的間接影響。另知覺易用性對顧客忠誠度無直接顯著影響，但可透過滿意度間接影響。而相容性認知及知覺有趣性等外部變數將影響知覺有用性、知覺易用性且可透過滿意度間接影響顧客忠誠度。本研究實證結果對壽險業之顧客關係管理與顧客忠誠度的提昇具有實務上之應用，亦可提供消費者評估保險公司服務及業者未來行銷策略之參考。

The purpose of this study is to investigate the factors influencing consumers' satisfaction and loyalty in life insurers' mobile application (App) services. The study based on questionnaire survey and the subjects are consumers which have purchased insurance and used life insurers' App service in Taipei area. Purposive sampling method was used to collect primary data. A total of 600 questionnaires were collected, and 538 of them were valid, the validly return rate was 89.7%. The data is analyzed through T test, ANONA, multiple regression and path analyses to test the hypotheses. The results indicate that consumers' perceived usefulness and perceived ease of use significantly affected customer satisfaction. In addition, consumers' perceived usefulness and customer satisfaction also significantly affected customer loyalty. Furthermore, the path analyses result demonstrates that customer satisfaction is the most significant factor on customer loyalty and which second factor is the indirect effect on perceived usefulness by customer satisfaction. Also, perceived ease of use has no direct significant impact on customer loyalty, but can indirectly influence through customer satisfaction. The compatibility of cognitive and perceived playfulness two external variables will affect the perceived usefulness, perceived ease of use and customer loyalty through customer satisfaction indirect effects. The empirical results have practical implications for reinforces customer relationship management and enhance customer loyalty of life insurance industry. Finally, this study can serve as reference for consumers' evaluation insurance company service and the insurers' marketing strategy.

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