寿险业顾客消费经验满意度与忠诚度之探讨.PDFVIP

2005第九屆科際整合管理研討會 May28 PP432-450 壽險業顧客消費經驗、滿意度與忠誠度之探討 邱展謙 洪晨桓 曾詩茹 大漢技術學院企業管理學系 國立東華大學企管所 佛光人文社會學院 助理教授 博士生 管理學研究所研究生 poesy424@ m9032018@.tw poesy.swan424@ 摘要 國內壽險市場開放後，新公司與新產品不斷加入，壽險業面臨嚴峻競爭與挑戰，導致傳統的價 格競爭已無法確保競爭優勢，滿足顧客對壽險商品多元化需求，提高顧客滿意，應為壽險業首要的 策略方向。有鑑於此，本研究擬建構壽險業顧客滿意的前因包括認知面、情感面和失驗，與滿意對 忠誠度之觀念性架構。研究結果顯示，整合性觀點即以認知、情感與失驗探討對顧客滿意的解釋能 力最佳；此外，顧客滿意與正面情感和失驗皆呈正相關，與負面情感呈負相關；且顧客滿意與再購 意願、口碑呈正相關，最後，實證結果發現正面情感會直接影響口碑。 關鍵字：顧客滿意、忠誠度、消費經驗 Abstract Following the release of life insurance market in Taiwan, new companies and new products consistently made their appearances; however, life insurance industry confronted severe competition and challenges. As a result, the competition of traditional cost can no longer ensure the competitive advantage. Satisfying the demand of diversified life insurance product and increasing the degree of customer satisfaction are major strategic directions in life insurance industry. Thus, this study aims at building the conceptual structure of customer satisfaction in the insurance industry, including cognitive construct, affective construct and disconfirmation, and at building upon the satisfaction toward loyalty. The findings reveal that, with the integral concept, conferring on the cognition, affection and disconfirmation serves the best capability of explanation in customer satisfaction. Further, the satisfaction positively correlates with the positive affection and disconfirmation, whereas negatively correlates with the negative affection, and in addition, positively correlates with repurchase intention and world-of-mouth. Finally, the results of verification reveal that positiv