| 摘要: | 本研究旨在探討壽險業之品牌權益、顧客滿意度、轉換成本與顧客再購意願之關係。本研究從相關的文獻探討開始著手，再根據其理論基礎建立研究之架構與假設，並選用適當的量表為研究工具，採用便利抽樣法進行抽樣，共發出300份問卷，針對回收的有效樣本240份資料，進行信度分析、敘述性統計、交叉分析、因素分析、變異數分析、相關分析及層級迴歸分析。經實證分析和討論後，獲致結論如下：
1.品牌權益各構面與顧客滿意度均呈現顯著性相關。
2.顧客滿意度會正向影響品牌權益各構面（品牌忠誠度、品牌知名度、知覺品質及品牌聯想）。
3.品牌權益各構面與再購意願呈現顯著正相關。
4.品牌忠誠度與品牌聯想在顧客滿意度與再購意願之間具中介效果，惟品牌知名度、知覺品質則不具中介作用。
5.影響壽險業再購意願的最重要影響因素為顧客滿意度，其次為品牌忠誠度與品牌聯想。
6.轉換成本對於滿意度與再購意願之間的關係具有顯著之干擾效果，滿意度與轉換成本呈現顯著性負相關，再購意願與轉換成本也呈現顯著性負相關。
7.顧客滿意度對再購意願的中介影響變數則以品牌忠誠度與品牌聯想最具中介影響效果。
8.品牌權益、轉換成本、再購意願以及轉換成本與人口統計變數之間無顯著差異。
This research explores the relationships among brand equity, customer satisfaction, switching cost and repurchase intention in the life insurance industry. This study started from reviewing the relevant literatures, and then constructed the framework and hypotheses according to the related theories. The questionnaire survey method was used to collect the data, and sent out 300 questionnaires by convenience sampling. For the 240 available questionnaires, reliability analysis, descriptive statistics analysis, cross-tabulation analysis, factor analysis, correlation analysis, and hierarchical regression analysis were conducted. The results of this research, after empirical study and discussion, indicate that:
1. The relationships between every dimenion of brand equity and customer satisfaction are direct and positive.
2. Customer satisfaction is positively related to every dimenion of brand equity(brand loyalty, brand awareness, perceived quality and brand association).
3. Every dimenion of brand equity and repurchase intention are significant positive correlation .
4. Brand loyalty and brand association have significant intervening effect between customer satisfaction and repurchase intention. But brand awareness and perceived quality have not .
5. Customer satisfaction is the most important factor in the life insurance industry to influence the repurchase intention, and the brand loyalty and brand association are secondary.
6. Switching cost has significant moderating effect on the relationship between customers satisfaction and repurchase intention. A significant negative correlation was found between customer satisfaction and repurchase intention. A significant negative correlation was found between repurchase intention and switching cost.
7. Brand loyalty and brand association have intervening effect between customer satisfaction and repurchase intention.
8. There are not distinct discrepancy among brand equity, brand loyalty, brand awareness, perceived quality, brand association, customer satisfaction, switching cost , repurchase intention and population variables. |
