顧客導向、關係品質與顧客忠誠度之研究－以壽險顧客為例Effects among Customer Orientation, Relationship Quality and Customer

摘要
　　壽險業面對全球化、網路化及銀行保險的競爭趨勢，如何瞭解顧客需求、提供客製化及更高品質的服務以維持顧客滿意與忠誠度，創造顧客關係管理效能，乃是目前壽險業者最為關心的議題。本研究乃利用保險客户問卷調查方式，探討顧客導向對關係品質及顧客忠誠度的關聯性。研究結果顯示：(1)顧客導向顯著正向影響關係品質。(2)關係品質顯著正向影響態度忠誠與行為忠誠。(3)另態度忠誠亦顯著正向影響行為忠誠。(4)關係品質可以透過態度忠誠間接影響行為忠誠。(5)顧客導向可以透過關係品質間接影響顧客忠誠度。
關鍵字：顧客導向、關係品質、顧客忠誠度
Abstract
　　While the competition of globalization, cyberization and bancassurance are getting intense, it is essential for life insurance industry to understand customers’ needs, to provide customized and better quality service for maintaining customers’ satisfaction and loyalty, and to further reach CRM efficiency. Therefore, the convenient sample of this study was focused on life insurance policyholders in Taiwan and the methodology was designed as questionnaire to explore the correlations among customer orientation, relationship quality and customer loyalty. The results finally find out: (1)Customer orientation positively affects relationship quality. (2)Relationship quality has significantly positive influence on customers’ attitude loyalty and behavior loyalty. (3)Customers’ attitude loyalty also has significantly positive influence on customers’ behavior loyalty. (4)Relationship quality had mediated influences on customers’ behavior loyalty via customers’ attitude loyalty. (5)Customer orientation mostly had mediated influences on customer loyalty through relationship quality.
Keywords: customer orientation, relationship quality, customer loyalty