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|Other Titles: ||Multiple marketing channel and repurchase behavior of life insurance industry|
|Authors: ||張純嘉;Chang, Chun-Chia|
|Keywords: ||壽險業;多元行銷通路;再購行為;顧客忠誠度;顧客滿意度;服務品質;Life Insurance Industry;Multiple Marketing Channel;Repurchase Behavior;Customer Loyalty;Customer Satisfaction;Service Quality|
|Issue Date: ||2016-01-22 14:50:09 (UTC+8)|
Since the November 1st, 2002 implementation of Taiwan’s Financial Holding Company Act , the government has opened up joint marketing to Financial Holding Companies between the banking and insurance sectors. Due to this development banking and insurance businesses, cross-industry and cross- marketing schemes have been growth, and also business models such as multi-channel marketing are blossoming. Currently, Taiwan’s life insurance market has shown great promise with ventures interested in developing and multi-channel marketing. However, Taiwan’s insurance products and services have offers a unique style that tailors to the needs of customers. The objective of this study is to investigate what are the possible alternative channels open to existing customers attracted via one current marketing channel if they intend to renew purchases. Analyzing the data from consumers'' previous purchasing choices and their experience when doing so, this study determines how important factors such as customer loyalty, customer satisfaction, service quality, patronage choices and renewed purchase intentions impact their choices. Additional data was collected via a survey method using questionnaires that acquired a total of 1675 valid responses. The main findings of this study are as follows.
For life insurance companies, there is a significant positive correlation between the dimensions regarding recommendations made to others because of customer loyalty, product quality and situational factors relevant to customer satisfaction, and tangibility of service quality with the results of customer choices regarding channel. For banks, customer loyalties, customer satisfaction, and quality of service do not show a positive correlation and may be deemed as insignificant factors. Regarding insurance brokerages, there is a significant positive correlation between the dimensions for personal factors in customer satisfaction and reliability of service with resultant customer choices, while this is also true in regard to insurance agencies. When it comes to telemarketing ventures, there is a significant positive correlation between the situational factors of customer satisfaction and responsiveness of service with the resultant choices of customers. For television shopping venders, there is a significant positive correlation between customer loyalties expressed through inter-channel product purchasing, the quality of service leading to customer satisfaction, and customers’ willingness to recommend a product or service to others to purchase with renewed purchasing choices. And finally in regard to Internet application marketing, there is a significant positive correlation between customer loyalties expressed through inter-channel product purchasing and the choices made by customers.
|Appears in Collections:||[保險學系暨研究所] 學位論文|
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