共同生產、關係利益及滿意度對顧客忠誠之影響：以保險業為例

THUIR > College of Management > Executive Master of Business Administration > Master's Theses > Item 310901/30009

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Title:	共同生產、關係利益及滿意度對顧客忠誠之影響：以保險業為例
Other Titles:	The Effects of Co-production, Relational Benefits, and Satisfaction on Customer Loyalty：The Insurance Industry as an Example
Authors:	林淑珍 LIN,SHU-CHEN
Contributors:	吳立偉 WU, LI-WEI 高階經營管理碩士在職專班
Keywords:	滿意度;信心利益;社會利益;特別待遇利益;共同生產;顧客忠誠 Satisfaction;Relational Benefits;Co-production;Customer Loyalty
Date:	2017
Issue Date:	2018-03-30T01:32:06Z (UTC)
Abstract:	2017年台灣社會有些重大的變革，公教年金改革已經三讀通過，逐年廢除18%，調整遺贈稅為最高20%，還有實施長照政策2.0。國人持續處在低利率的環境，平均壽命也已經延長到80歲，財富管理著實重要。現今，科技進步，新式醫療器材及新式用藥紛紛推出，在健保資源有限的情況下，有許多常見的項目仍需使用自費差額，2018-2025年，短短7年，我們即將走到20%的超高齡社會，然而長壽不健康而引發的長照議題，這些除了社會保險外，都可以透過商業保險的規劃來減少社會問題。現在，所有金融機構搶攻了保險相關業務，尤其在財富管理這個領域，一人擁有多張保單，甚至有多家公司為其服務，在如此競爭的環境下，如何滿足客戶的需求，持續與顧客往來並進而讓顧客滿意、提高忠誠度是值得探究的議題。本研究主要目的是以保險業為例，探討共同生產與特別待遇利益、社會利益、信心利益對顧客滿意及忠誠的影響。以曾經購買過保險商品的顧客為研究對象，透過網路問卷的填答取得227份有效問卷，經過研究結果顯示，共同生產對特別待遇利益、社會利益、信心利益均有正向的關係，並顯著影響顧客的滿意度、忠誠度。 In 2017, some major changes have taken place in Taiwan’s society. The pension system reform has been passed abolishing 18% annually; bequest tax has been adjusted to maximum of 20%, and also implementation of Long-Stay Policy 2.0. Taiwanese people continue to enjoy low interest rate environment while the average life expectancy has increased to 80 years. This creates an environment where wealth management becomes increasingly vital for Taiwanese citizens. As technology continue to improve, better medical equipment and new drugs are introduced. With limited healthcare resources, there are still medical expenses that need to be individually covered. In just seven years by 2025, we are about to reach 20% of ultra-aged society. However, unhealthy long-living citizens will trigger problems. This issue can be reduced by the planning of commercial insurance instead of social insurance.Now, financial institutions are getting involved in insurance related businesses; especially in the wealth management sector. A person may have multiple insurance policies served by different institutions. In such a competitive environment, how to meet customers’ needs, how to better serve customers and increase customer’s satisfaction, and how to improve customer loyalty are questions worth exploring.The main purpose of this study is to explore benefits of co-production and special treatment, social benefits, and confidence benefits on customer satisfaction within the insurance industry. 227 valid questionnaires filled by customers of insurance products are collected through online questionnaires. The result of this study shows that joint production has positive relationship with special treatment benefits, social benefits, and confidence benefits; significantly affect customer satisfaction and customer loyalty.
Appears in Collections:	[Executive Master of Business Administration ] Master's Theses

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