國內壽險市場開放後，新公司與新產品不斷加入，壽險業面臨嚴峻競爭與挑戰，導致傳統的價格競爭已無法確保競爭優勢，所以，除了滿足顧客對壽險商品多元化需求之外，提高顧客滿意應為壽險業首要的策略方向。有鑑於此，本研究擬建構並驗證壽險業顧客滿意的觀念性架構，前因包括認知面、情感面和失驗；而購後行為包括忠誠度和抱怨行為。研究結果顯示，情感與失驗探討對顧客滿意的解釋能力最佳；此外，顧客滿意與正面情感和失驗皆呈正相關，與負面情感呈負相關；且顧客滿意與再購意願、口碑呈正相關與抱怨行為無關。最後，實證結果發現正面情感會直接影響口碑和抱怨行為；故壽險公司最佳策略應是與顧客建立無形的專屬資產即正面情感，以建立較高的移轉障礙。

Following the release of life insurance market in Taiwan, new companies and new products consistently made their appearances; however, life insurance industry confronted severe competition and challenges. As a result, the competition of traditional cost can no longer ensure the competitive advantage. In addition to satisfying the demand of diversified life insurance product, increasing the degree of customer satisfaction is the primary strategic direction in life insurance industry. Thus, this study aims at building and examining the conceptual structure of customer satisfaction in the insurance industry, including the antecedents, such as cognitive construct, affective construct and disconfirmation, and at building upon the satisfaction of postpurchase behavior, including loyalty and complaining behavior. The findings reveal that, affection and disconfirmation serves the best capability of explanation in customer satisfaction. Furthermore, the satisfaction positively correlates with the positive saffection and disconfirmation, whereas negatively correlates with the negative affection, and in addition, positively correlates with repurchase intention and word-of-mouth; however, it has no correlation with the complaining behavior. Finally, the results of the empirical study reveal that positive affection tends to directly influence the word-of-mouth and complaining behavior, thus, the best strategy in the life insurance industry should be based on forming the invisibly specific assets with the customers, that is the positive affection, as to construct higher transformational barriers.