壽險業一直是需與服務人員高度接觸的行業，業務人員扮演著維繫保險公司與顧客關餘的重要角色，近年來壽險市場的蓬勃發展與競爭激烈，業務員的高流動率，因此壽險業對於顧客關餘的維護與顧客忠誠度傾向之暸解也更加重要。
本研究以關係行銷相關文獻與理論為基礎建立本研究之架構與假說，探討關係品質對業務員個人忠誠與保險公司忠誠及再購意願之關係，採用配額抽樣法進行抽樣，以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302 份有效樣本，進行結構方程(SEM) 分析。
實證研究結果發現，業務員與顧客關餘品質對個人忠誠度及公司忠誠度皆具有顯著的正相關;顧客之忠誠度與再購意願具顯著的正相關;分析中也發現長時間往來顧客對業務員忠誠度對於再購意願的直接影響效果高於公司忠誠度對再購意願直接影響效果;低時間往來顧客則無明顯差異。 Life insurance as a business requires a great deal of contact with service personnel and sales personnel act as an important mediator between insurance companies and their customers. In recent years, the insurance market has flourished greatly and competition as well. It is due to this, as well as the large turnover rate for sales personnel that has raised understanding towards customer relations and consumer loyalty.
This research will use literature and theories pertaining to relationship marketing as a foundation for it's structure and hypothesis, with focus on factors that influence the relationship strength between consumers and sales personnel. Furthermore, this research will take an in depth look into the relationship between loyalty to sales personnel, loyalty towards the insurance company and consumer willingness to repurchase. Using the quota sampling method, a survey was conducted upon life insurance Company's client base of 500 people. 302 usable samples using structural equation modeling (SEM) and structural relations were analyzed, leading to the following conclusions.
The stronger relationship strength between consumers and sales personnel, the stronger loyalty the customer would feel towards the sales personnel as an individual. The greater loyalty consumers have towards sales personnel, the greater motivation there is towards increased consumer willingness to repurchase. The greater loyalty consumers have towards the insurance company, the greater motivation there is towards increased consumer willingness to repurchase. The relationship strength between consumers and sales personnel, particularly the loyalty consumers feel towards their sales agents has greater influence than any loyalty consumers may feel towards the insurance company.
