在競爭激烈的金融保險業中，保險商品差異化逐漸縮小的情況下，各家企業紛紛追求提升服務，創造企業差異化，藉以滿足消費者需求，達到提升消費者滿意度與忠誠度之目的。 本研究之目的主要在探討哪些因素會影響壽險公司消費者滿意度，消費者滿意度與忠誠度彼此之間的關聯性，俾便瞭解壽險公司應如何提高消費者滿意度，來促使維繫消費者忠誠度的目的。本文以C壽險公司為例，採用隨機抽樣的方式發放問卷，總共發出350份問卷，回收後共獲得329份有效問卷進行分析，得出4點結論如下： (1)職業類別與每月平均收入不同在消費者滿意度上有顯著差異。 (2)職業類別與每月平均收入不同在消費者忠誠度上有顯著差異。(3)消費者滿意度對消費者忠誠度，具有顯著正相關。(4)消費者忠誠度對消費者滿意度，具有顯著正相關。最後針對消費者滿意度、消費者忠誠度以及未來研究提出研究者個人之建議。 In the highly competitive financial and insurance industry, the insurance commodity differentiation is gradually narrowing, various enterprises have to pursue service, to create business differentiation, in order to meet the needs of the customers and achieve the purpose of enhancing customer satisfaction and loyalty. The main purpose of this study was to investigate what factors affect customer satisfaction of life insurance companies, correlation between customer satisfaction and loyalty, and how life insurance companies improve customer satisfaction to achieve the purpose of maintaining customer loyalty. Taking C Life Insurance Company for example, this study distributed questionnaires by random sampling, a total of 350 questionnaires were issued and 329 valid questionnaires was analyzed after recovered. Four conclusions are summarized as follows: 1. Occupational category and average monthly income have significant differences in customer satisfaction. 2. Occupational category and average monthly income have significant differences in customer loyalty. 3. Customer satisfaction and customer loyalty have a significant positive correlation. 4. Customer loyalty and customer satisfaction have a significant positive correlation. After all, the researcher made individual recommendations for customer satisfaction, customer loyalty and future research.
