從顧客知覺關係利益觀點探討壽險業顧客關係加強努力對關係結果之影響_

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題名：	從顧客知覺關係利益觀點探討壽險業顧客關係加強努力對關係結果之影響
書刊名：	管理學報
作者：	林素綉
作者(外文)：	Lin, Su-hsiu
出版日期：	2012
卷期：	29:3
頁次：	頁207-228
主題關鍵詞：	顧客關係加強努力；關係利益；信心利益；顧客滿意；顧客忠誠；Relation-enhancing efforts；Relational benefit；Confidence benefit；Satisfaction；Loyalty
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:4 共同引用:549 點閱:63

在愈趨競爭的壽險市場裡，服務業者與顧客維持長期關係以確保顧客忠誠，是其經營的重要目標之ㄧ。本研究之目的即從顧客知覺關係利益的角度，探討企業的顧客關係加強努力對關係結果之影響，並檢驗顧客知覺關係利益所扮演的角色。本研究以台灣壽險公司客戶為對象，並分為對業務人員與對企業二層面進行調查。顧客關係加強努力包括人員面的關係銷售行為和道德行為，及企業面的關係投資活動和公司聲譽，關係結果則包括顧客滿意和顧客忠誠。結果發現：(一)、在顧客關係加強努力四構念中，唯有關係銷售行為對顧客滿意具顯著直接影響，其餘三者均無顯著直接影響，但透過顧客知覺關係利益，則顧客關係加強努力四構念對顧客滿意及對顧客忠誠皆具顯著間接影響效果；(二)、顧客對業務人員滿意和對企業滿意，皆與對企業忠誠無顯著影響，但顧客由對業務人員滿意，進而顯著影響對企業滿意及對業務人員忠誠，且透過對業務人員忠誠進而對企業忠誠。此結果意謂，顧客知覺關係利益是一重要之影響因素，且業務人員是維繫顧客對企業忠誠的關鍵角色，故壽險業者對優質業務人員應有其留才策略，並在顧客關係加強努力上更多著墨，以提升顧客知覺關係利益，鞏固其忠誠度。

以文找文

This paper examines the effects of a firm’s relation-enhancing efforts on relational outcomes‚ and further examines the role of the customer’s perceived relational benefit. An integrated model is proposed‚ in which measures of relation-enhancing efforts include salespeople’s relational selling behavior and ethical behavior‚ as well as firm’s relational investment activities and corporate reputation; relational outcomes include customer satisfaction and loyalty. The following results are found：1) Among a firm’s relation-enhancing efforts‚ only salespeople’s relational selling behavior has a positive and direct effect on satisfaction with salespeople‚ the other parties have no significant direct effect on satisfaction. But‚ a firm’s relation-enhancing efforts do have positive indirect effects on customer satisfaction and loyalty through the customer’s perceived relational benefit. 2) Customer satisfaction with both salespeople and the firm has an insignificant effect on loyalty to firm. Customer satisfaction with salespeople‚ however‚ does have a positive effect on both satisfaction with the firm and loyalty to salespeople‚ and loyalty to firm is developed through loyalty to salespeople. These results imply that the customer’s perceived relational benefit plays an important indirect role and that salespeople are the key for customer loyalty to a firm. Therefore‚ this paper suggests that‚ to develop customer loyalty‚ life insurance firms should pay more attention to retaining their excellent salespeople and to enhancing the customer’s perception of relational benefits.

以文找文

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7.	國民中學教師自我調節學習、驚輸、工作投入與組織公民行為關係之研究-以工作投入為中介變項
8.	病患忠誠影響來源與醫院、醫師中介關係之研究-以台中地區醫院為例
9.	以使用者經驗為中心之遠距健康照護科技接受模式之研究－以竹山秀傳醫院遠距健康照護中心為例
10.	全球化下台灣中小企業策略模式結構驗證之研究
11.	服務補救和關係銷售行為對顧客信任、滿意和忠誠度的影響
12.	主管領導方式與部屬知覺主管不當監督關係之研究
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14.	長期照顧機構照顧服務員之人力資源措施與組織公民行為之研究
15.	智慧資本與環境偵測對組織學習與組織控制效果之影響--以政府部門為例

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2.	休閒管理與概論：休閒活動設計規劃個案
3.	校長競值領導效能研究 : 理論、指標與衡量
4.	成就動機對組織公民行為的影響--以領導者和部屬交換關係和團隊成員交換關係為調節效果
5.	臺港兩地工作者之工作壓力歷程--工作動機及因應策略之調節作用

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