| 摘要: | 銀行掌握了通路及客戶的資料，同時又具備客戶高度信賴的優勢，是最有條件提供全方位理財服務的行業。近年來由於政府機關對銀行業者的管制陸續放寬，再加上金融國際化與自由化的衝擊，使各家間競爭愈演愈烈，而邊際利潤卻反而持續下降，因此如保費收入等業外收益就更顯重要；所以銀行也積極的投入保險市場，掌握消費者購買決策因素是銀行開拓更寬廣保險市場的課題。本文以問卷調查之方式蒐集初級資料，以20 歲以上的台北市市民為對象，總共回收453 份有效問卷，研究結果如下：
一、消費者對於產品品質與服務品質中的產品面、銷售面、保戶服務面、價格面以及通路面共五個構面的重視度均會影響消費者的購買意願。
二、消費者在銀行購買保險後，事後的滿意度均低於事前的的重視程度，有失望的感覺。
三、產品面、銷售面、保戶服務面、 價格面以及通路面彼此之間的影響為正相關以及五個構面對消費者的滿意度均為正相關。
四、當消費者滿意度越高時顯示在顧客忠誠度之推薦意願與再購意願也越高。
The bank which holds the routes and the clients’ data, also the advantage of clients’ high reliance is the most qualified occupation for providing the financial services in all aspects. Recently, due to the continually loosening of the limits from government to the banking, plus the interaction between internationalization and liberalization of finance environment, the competition of each corporation goes drastically but the margin profit keeps going down; therefore, the extra income(profit) such as the premium would be more important and banks also invest in the market of insurance positively.
Based on the motivation and background of the above, the main point for banks to explore more extensive of insurance market is to command the facts of consumers’ purchasing decision. This research uses the questionnaire survey to gather the first-hand data. The target is the residents of Taipei city above 20 yrd and retrieved 453 effective surveys. The conclusion is as below:
1.The level of value in 5 aspects: product, sale, service of clients, price and routes for the quality of products and services would all affect the consumers’ willingness of purchasing.
2.After the purchasing of insurances from the banks’ route, consumers’ satisfactions are lower than the level of value and also feel disappointed.
3.The influence between product, sale, service of clients, price and routes is positive correlation, meanwhile, all the 5 aspects are also the positive correlation to the consumers’ satisfaction.
4.The higher the level of consumers’ satisfaction is, the higher the level of willingness recommendation and repurchasing of consumers’ loyalty is. |
