投资型保单购买因素、服务品质、顾客满意度、顾客忠诚度.docVIP

投資型保單購買因素、服務品質、顧客滿意度、顧客忠誠度 及持續性之研究 A Study of Purchase Factors, Service Quality, Customer Satisfaction, Consumer Loyalty and Sustainability of Investment Linked Insurance 黃寶慧 黃玉婷 Pao-Hui Huang Yu-Ting Huang phhuang@.tw cafeyellow@.tw 朝陽科技大學企業管理系 副教授 朝陽科技大學企業管理系 Department of Business Management, Chaoyang University of Technology 摘要 本研究主要是針對購買投資型保單的消費者為研究對象，探討消費者對於投資型保單之購買因素、服務品質、顧客滿意度及顧客忠誠度，進而了解投資型保單之持續性。研究結果發現，在消費者購買投資型保單因素中，性別對於投資型保單購買因素之相關費用有顯著差異、年齡對於投資型保單購買因素之銷售程度、保單功能有顯著差異，學歷對於投資型保單購買因素之保單功能具有顯著差異。服務品質正向影響顧客滿意度，進而影響顧客忠誠度，以達到投資型保單之持續性。 關鍵字：投資型保單、服務品質、顧客滿意度、顧客忠誠度、持續性 Abstract This research is mainly taking the consumer of purchase Investment-linked Insurance as the research object, discussing purchase factors, service quality, customer satisfaction and customer loyalty, then understand sustainability of Investment Linked Insurance. The findings that in the consumer purchase factors of Investment Linked Insurance, sex was showed a noteworthy difference toward relate fees of purchase factors of Investment Linked Insurance, age was showed a noteworthy difference toward sales and insurance functions of purchase factors of Investment Linked Insurance, and educational level was showed a noteworthy difference toward insurance functions of purchase factors of investment Linked Insurance. The customer satisfaction was influenced by service quality, further affects customer loyalty, that accomplish sustainability of Investment Linked Insurance. Keywords: Investment-linked Insurance, service quality, customer satisfaction, consumer loyalty, sustainability 壹World Trade Organization, WTO）後，必須依該協會規定，適當開放外商進入我國金融市場，在面對加入WTO後的新環境，保險法新修正增列投資型保險，確立了投資型保險的法源依據。 隨著開放外商進入我國金融市場，且金融整合時代的來臨，對於保險業更是一大衝擊。除了原有的保險業者外，銀行、證券業也陸續加入保險戰局。銀行業跨足人身保險業，提供多元化商品可以滿足客戶一次購足的需求，且銀行業有廣大的客戶群、形象好、服務據點多的優勢（楊衍庚，2002）。 保險公司除了面臨競爭者的挑戰外，亦蒙受早年因銷售高預定利率保險所造成的利差損失陰影。正因面臨著諸多變革，保險公司開始尋求新的管道銷售金融商品與服務，以擴展市場佔有率。保險業者的產品不再侷限為產險及壽險，而