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系統識別號 U0026-0812200911101099
論文名稱(中文) 顧客之服務預期心理、客製化服務內容及客製化服務類型對滿意度與忠誠度之影響 -以車險服務為例
論文名稱(英文) The Effects of Consumer Service Expectation Factors, Customized Service Contents and Types on Customer Satisfaction and Loyalty – As an Example of the Automobile Insurance
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 92
學期 2
出版年 93
研究生(中文) 胡善進
研究生(英文) Shan-Cheng Hu
學號 r4691111
學位類別 碩士
語文別 中文
論文頁數 108頁
口試委員 口試委員-劉宗其
指導教授-張心馨
口試委員-張海青
中文關鍵字 客製化服務內容  顧客滿意度  客製化服務類型  預期因素  顧客忠誠度 
英文關鍵字 Contents of Customized Service  Types of Customized service  Customer satisfaction  Customer loyalty.  Expecting factors 
學科別分類
中文摘要 摘 要
  無論是行銷服務或顧客關係管理,客製化的觀念已深入各產業,企業經營者所注重的除了在產品導入階段時,吸引消費者眼光駐足外,更加重視顧客的再購買行為;而客製化的目的就是要經由持續改進對顧客的服務水準,增益顧客滿意度,以及留住顧客和再購意願。在產險業務的性質中,客戶續保之績效對公司業績影響甚重,尤應重視既有顧客滿意度與繼續往來的意願,方能為公司帶來利益。就消費者在保險到期時選擇續保與否,是企業提供消費者進行評價時的重要評估任務。「客製化服務」取向提供了一個新的觀點,企業要爭取客戶的認同,要從長期客戶關係經營著手,提昇「服務價值」,才是企業提昇業績及擴大市場佔有率最有效的方法。本研究以客製化取向之觀點,參考國內外文獻,形成本研究架構,假設消費者對服務產生預期的「有形的服務承諾」、「無形的服務承諾」、「口碑」、「過去經驗」以及「組織規模」因素對投保車險服務之「價格政策」、「產品屬性」、「服務接觸」、及「服務品質」評估的結果,將影響其「顧客滿意」,進而影響其「滿意度及忠誠度」。希望透和客製化內容、顧客滿意度及顧客忠誠度間的關聯性研究,來瞭解車險服務之顧客在選擇投保公司、接受客製化服務,以及續保時的考量因素,希望能藉此提供產險業未來行銷發展上參考。本文經由個案研究與統計資料分析的兩階段研究方法,最後所獲之研究結論如下:
(一) 顧客的預期心理與提供車險服務的客製化內容具有正向關係。
(二) 客製化服務內容對於車險服務之滿意度或忠誠度上具有正向影響的關係。
(三) 不同類型顧客的客製化服務取向會影響其滿意度及忠誠度。
(四) 在提供車險客製化服務時,顧客的滿意度對其忠誠度會具有正向影響關係。
(五) 顧客對於車險客製化服務,須先達到滿意度,才會有較高的忠誠度出現。
英文摘要 Abstract
  In recent years, the concept of customization has been deeply applied in various industries, no mater in products’ promotion, marketing service, and customer relationship management. Most of the industries not only pay attention on how to attract more customers while the new products are available in the market, but also on customers’ repurchasing behavior. The business of insurance, insurance holder’s renewing of his insurance has a magnificent effect on a company’s business achievement. As a result, the old customers’ satisfaction and willingness of renewing should be valued, brining the company with substantial profit. When an insurance is expired, the decision to renew it or not depends on the evaluation of a company makes to its customers. The tendency of “customization” provides a new viewpoint – the most effective way for an entrepreneur to promote its business and to expand its market share is to get its customers’ identity, to develop a good long-term relationship among customers, and to promote service’ value. This research mainly focuses on customization. Based on domestic and foreign references, the research framework is hence developed. The hypothesis proposed here is that the results from expectation held by a insurance customer to “Tangible service promises,” “Intangible service promises,” “Word of mouth,” “Past experience,” and “Organizational size” will affect “Price policy,” “Attributes of product,” “service encounter,” and “service quality” will lead different levels of satisfaction, which in turn will influence the customers’ willingness to repurchasing the service or their loyalty to a company. We hope this research focusing on the interrelationship among the contents of customization, customer satisfaction, willingness of re-purchasing and loyalty would help people with a comprehensive understanding on the important consideration that customers take while renewing his or her insurance. We hope that the analytical results would serve as a reference for insurance company to establish effective marketing strategies in the future. Consequently, the key research conclusions were stated as follows:
1. The expectations of customers and the customized contents are positively related.
2. The customized contents and the customer satisfaction or customer loyalty are positively related.
3. The types of different customers will have an effect on their satisfaction and loyalty.
4. When providing the customization of automobiles insurance, the customer satisfaction and the customer loyalty are positively related.
5. Before getting higher customer loyalty, the customer satisfaction must be arrived in the automobiles insurance of customization.
論文目次 目 錄
第壹章緒論…………………………………………………………1
第一節 研究背景與動機……………………………………………….1
第二節 研究目的……………………………………………………….2
第三節 論文結構……………………………………………………….3
第貳章文獻探討……………………………………………………5
第一節 客製化的概念.…………………………………………………5
第二節 服務預期……………………………………………………….8
第三節 客製化服務內容………………………………………………13
第四節 客製化服務類型………………………………………………27
第五節 顧客滿意度……………………………………………………33
第參章研究架構和研究方法………………………………………39
第一節 研究架構雛型…………………………………………………39
第二節 研究假設………………………………………………………41
第三節 研究範圍與對象………………………………………………41
第四節 各變數之操作性定義及衡量問項……………………………46
第五節 資料分析方法…………………………………………………49
第肆章個案研究……………………………………………………51
第一節 個案簡介與訪談容……………………………………………51
第二節 個案分析與比較………………………………………………64
第三節 個案之顧客忠誠度與文獻探討………………………………71
第四節 個案研究後模型修正…………………………………………72
第伍章實證結果與分析……………………………………………76
第一節 前測結果與樣本結構分析………………………………………76
第二節 項目分析與因素分析……………………………………………78
第三節 本研究各構面之信度檢驗………………………………………80
第四節 服務預期構面與客製化服務內容構面模式適合度之探討……85
第五節 資料分析之研究假設……………………………………………88
第陸章結論與建議………………………………………………..…91
第一節 研究發現…………………………………………………………91
第二節 學術上與實務上貢獻……………………………………………94
第三節 實務上建議………………………………………………………95
第四節 研究限制與後續研究建議………………………………………96

參考文獻………………………………………………………………97
附錄 A 訪談問卷……………………………………………………103
附錄 B 正式問卷……………………………………………………104
附錄 C 訪談資料……………………………………………………107
附錄 D 訪談資料……………………………………………………108
參考文獻 網站部分:
1. Find (2004),「保險業重大資訊e站」, http://www.iiroc.org.tw/top_frame/edisclose.html
2. Find (2004),「全國法規資料庫,強制汽車責任保險法」,http://law.moj.gov.tw/Scripts/Newsdetail.asp?NO=1G0390043
3. Find (2004),「華南產物保險股份有限公司」, http://www.south-china.com.tw/
4. Find (2004),「第一產物保險股份有限公司」, http://www.firstins.com.tw/index.asp
5. Find (2004),「中國保險」,http://www.cki.com.tw/

中文部份:
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