探究關係行銷與顧客人格特質對顧客滿意度之影響─以壽險業顧客為例 Exploring the Impacts of Relationship Marketing and Customer’s

摘要
　　本研究旨在針對壽險公司發展研究分析架構以探討關係行銷與人格特質對顧客滿意度所產生的影響效果。研究架構主要包含關係行銷、人格特質、服務品質、知覺風險與顧客滿意度。本研究以具有購買保險經驗的消費者為研究對象，資料蒐集方法同時使用網路與紙本問卷。研究結果顯示，關係行銷對於服務品質與顧客滿意度皆存在正向顯著的影響效果，而關係行銷對於知覺風險則存在負向顯著的影響。其次，人格特質對於服務品質與顧客滿意度皆存在顯著的影響效果。第三，提昇服務品質或降低知覺風險皆有助於改善顧客滿意度。此外，知覺風險在關係行銷與顧客滿意度之間存在中介影響效果。
關鍵詞：關係行銷、人格特質、服務品質、知覺風險、顧客滿意度
Abstract
　　This study attempts to develop an integrated framework to explore the impacts of relationship marketing and personality on customer satisfaction through service quality and perceived risk based on the perceptive of the life insurance company. In this study, we employ internet-based and paper-based questionnaires to collect primary data from consumers who have experiences in purchasing life insurance. The results reveal that the improvement of relationship marketing strategy can enhance service quality, customer satisfaction, and reduce perceived risks. Second, the personality has significantly effects on service quality and customer satisfaction. Third, promoting the service quality or reducing the perceived risks contributes to the improvement of customer satisfaction. In addition, the perceived risks demonstrate significantly mediating effect on relationship marketing and customer satisfaction.
Keywords: Relationship marketing, Personality, Service quality, Perceived risks, Customer satisfaction