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題名：銀行保險忠誠度之研究--交易成本的觀點
書刊名：風險管理學報
作者：余祖慰 引用關係／曾鹿鳴／涂家樺
作者(外文)：Yu, Tsu-wei／Tseng, Lu-ming／Tu, Chia-hua
出版日期：2014
卷期：16:2
頁次：頁123-144
主題關鍵詞：服務品質；滿意度；忠誠度；銀行保險；Service quality；Satisfaction；Loyalty；Bancassurance
原始連結：連回原系統網址new window
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  • 共同引用共同引用:24
  • 點閱點閱:82
從交易成本理論的觀點，本研究旨在探究影響顧客購買銀行保險商品之主要因素以及如何提升銀行保險通路之忠誠度。研究對象以大台中曾購買過銀行保險商品的保戶為研究對象，採分層隨機抽樣共獲得有效樣本285份，最後以結構方程模式進行分析。實證結果顯示在技術品質之搜尋成本、整體滿意度之議價成本與顧客忠誠度之監督成本相對都降低的情況下，顧客會更趨於選擇向銀行購買保險商品。最後，本研究主要貢獻在於整合服務品質、顧客滿意度在顧客忠誠度模型裡，提出理論意涵、管理意涵。研究發現可幫助銀行業者發展有效的策略供經營管理上之參考。
Based on transaction cost theory, this study aims to investigate the main factors that influence customers’ decisions in purchasing bancassurance products, and how customer loyalty towards bancassurance channels can be enhanced. Subjects of the research are customers who have purchased bancassurance products before and who live in Taichung. A total of 285 valid samples were obtained through stratified random sampling, to be further analyzed for correlation by structural equation. The empirical results show that when the search cost of technical quality, the bargaining cost of overall satisfaction, and the monitoring cost of customer loyalty are all relatively lowered down, customers tend to choose to purchase more insurance products from banks. Finally, the major contribution of this study integrates the service quality, customer satisfaction in a customer loyalty model and provides theoretical and managerial implications. The findings of this study can help banks in developing effective strategies for their reference in management.
期刊論文
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圖書
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4.Grönroos, Christian(1990)。Service management and marketing: managing the moments of truth service competition。Lexington Books。  new window
5.Williamson, Oliver E.(1985)。The Economic Institutions of Capitalism: Firms Markets, Relational Contracting。Macmillan, Ltd：Free Press。  new window
6.Hair, J. F.、Anderson, R. E.、Tatham, R.、Black, W. C.、Babin, B. J.(2010)。Multivariate Data Analysis with Readings。Prentice Hall International。  new window
 
 
 
 
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