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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33558

    Title: 產險公司企業形象與關係承諾對消費者個人產險商品購買行為關聯性之探討
    Other Titles: A research of corporate image and relationship commitment effect on personal non-life insurance purchasing behavior
    Authors: 黃春意;Huang, Chuen-i
    Contributors: 淡江大學企業管理學系碩士在職專班
    白滌清;Pai, Ti-ching;沈景茂;Shen, Ching-mao
    Keywords: 企業形象;關係承諾;購買經驗;個人風險特質;保險輔助人;Corporate Image;Relationship Commitment;Past Purchasing Experience;Personal Risk Characteristic;Insurance Agents
    Date: 2007
    Issue Date: 2010-01-11 04:17:00 (UTC+8)
    Abstract: 隨著競爭激烈及邊際利潤降低,產險業者已進入微利時代,傳統之價格競爭方式已無法滿足消費者之需求。因此瞭解及正視消費者之需求與權益,提供更用心、更有效率之服務,使消費者成為真正的受益者,方為業者經營及努力方向。本研究之主要目的為:
    In today’s hypercompetitive business environment, delighting consumer is required to remain competitive. Successful non-life insurance corporations are striving to identifying consumer’s needs and formulate strategies to fulfill their needs. The purpose of this research is to study the impacts of corporate image, relationship commitment, purchasing experiences, personal risk characteristic and insurance agent’s functions on personal non-life insurance purchasing behavior.
    This research objects are Taipei City and County consumers who are above 18-year-old. Questionnaires are distributed through convenience sample. By convenience sampling, the sample size is 650 which responses percentage is 83.07% and effective samples are 527. In this study, the analysis tool includes principle component, cluster analysis, variance analysis and correlation analysis.
    There are findings as following:the corporate image, purchasing experience, personal risk characteristic and insurance agent’s functions have positive effects on purchasing behavior while relationship commitment does not have the effect.
    The conclusion of this research shows that the most important factors viewed by customers are service of insurance corporation as well as the claim adjustment relative commitments rather than the premium rate. Under same situation without favorable premium, consumers will select insurance agents or brokers as their insurance service provider, for the reasons of consumers believe agents can provide more appropriate insurance programs than insurance corporations.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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