人壽保險業服務線索與信任對顧客忠誠回應之影響：以業務員之服務提供為例The Impacts of Service Cues and Trust on Customer LoyaltyResponses

摘要
在壽險業的消費市場中，顧客在購買後往往無法立即享有保單的利益，因此會依據各種線索來推論未來產品與服務的好壞。有鑑於此，本研究之目的是在探討核心商品及人際互動二種服務線索對信任的影響；同時認為在培養有效顧客關係的過程中，「產品知識」低與高的顧客群存在不同的管理機制。根據這項觀念，本研究建立基本的模式並以二階段結構方程來分析產品知識的角色。研究結果顯示：二種服務線索對信任有正向的影響，信任對忠誠回應的關係亦然；另外一項重要的發現是在產品知識高的顧客群中，與核心商品有關的服務線索對信任的影響關係較強。
關鍵字： 核心商品服務線索、人際互動服務線索、信任、產品知識
Abstract
In the life insurance market, customers seldom consume core benefits of a policy immediately after purchasing. Therefore, they may infer whether a product/service will function well based on various types of cues. This study is to explore the effects of core product and personal interactivity service cues on trust, and argue that it exits different mechanisms in cultivating an effective exchange relationship with a low versus high knowledge customer. The results show service cues have positive effects on trust, and trust has a positive influence on customer loyalty response. Another findings reveal core product service cues have greater impact on trust for the high knowledge customer.
Keywords: core product service cue, personal interactivity service cue, trust, product knowledge