| 摘要: | 本研究旨在探討現有顧客關係品質、保險事件的重要性及業務員的態度對其再購買意願之影響。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本研究之架構與假設，並選用適當的量表為研究工具，採用配額抽樣法進行抽樣，經抽取Y人壽保險公司的保戶500人為對象實施問卷調查。針對回收的有效樣本242份資料，進行信度分析、敘述性統計、交叉分析、因素分析、t 檢定及變異數分析、相關分析及多元逐步迴歸分析。經實證分析和討論後，獲致結論如下：
1.有再購買意願的受訪者未來會選擇購買終身醫療型保單的比例最高其次為選擇防癌險。女性未來規劃購買壽險(儲蓄型)之比率高於男性。持有3張(含)以上保單之受訪者未來規劃購買年金保險之比率高於其他受訪者。
2.人口統計變項中的「性別」與「保費佔收入比例」與其再購買意願有顯著差異。
3.保險顧客關係品質(滿意度、承諾、信任)與其再購買意願之
間具有顯著的正相關。
4.保險事件的發生對顧客愈重要，愈會影響其再購買的意願。
5.業務員態度之評價與再購買意願之間具有顯著的正相關。
6.顧客關係品質、保險事件發生的重要性與業務員態度之評價對再購買意願具有顯著影響。
最後，依據研究結論，對Y人壽保險公司及未來研究提出具體建議，以供參考。
This study intends to discuss how customer relationship quality, the importance of insurance events, and the value of sales agents’ attitude can influence customers’ willingness to repurchase from life insurance companies. Starting from discussion of related literature and based on rationale to build its frame and hypothesis, this study selects appropriate scales to be the research tools and applies quota sampling to sample 500 policyholders from Y Life Insurance Company for questionnaires. For the 242 valid responses to questionnaires, reliability analysis, descriptive statistics analysis, cross- tabulation analysis, factor analysis, t-tests & variance analysis, correlation analysis, and regression analysis were conducted. The results of this research, after empirical study and discussion, indicate that:
1. Those who had the willingness to repurchase were most likely to purchase lifelong health insurance, with cancer insurance taking a lesser proportion as their second choice. More women planed to purchase saving-type life insurance than men. Those holding more than three insurance policies constituted a larger percentage to buy annuity in the future than others with fewer policies.
2. There were distinct discrepancy among the ‘gender’ and ‘premium as percentage of income’ variables of the vital statistics and their repurchase willingness
3. A significant positive correlation was found between customer relationship quality (satisfaction, trust, and commitment) and the willingness to repurchase.
4. The more significant an insurance event is to the customers, the more influence it has on their willingness to purchase.
5. A significant positive correlation was found between the value of sales agents’ attitude and the willingness to repurchase.
6. Customer relationship quality, the importance of insurance events, and the value of sales agents’ attitude all have significant influence on customers’ willingness to repurchase.
In the end, concrete suggestions based on research results were presented to Y Life Insurance Company as well as to further study. |
