顧客是企業最重要的資源，在競爭激烈的產險市場當中，最重要的工作就是維持和顧客間的長期關係，創造顧客的滿意，以提升顧客的忠誠度，達到企業永續經營的目的。本研究之目的主要在探討那些因素會影響產險公司顧客滿意度，顧客滿意度與忠誠度彼此間之關聯性，藉以瞭解產險公司應如何選擇提高顧客滿意度，來達到維持客戶忠誠的目的。研究採量化方式，研究者針對A公司顧客發出300份問卷，回收後共得281份有效問卷進行分析，得出六點結論如下：
1.A公司顧客滿意度良好，忠誠度尚可。2.薪資與購買產品保險時間長短對顧客滿意度較有影響。3.教育程度與購買保險時間長短對顧客忠誠度較有影響。4.顧客滿意度與顧客忠誠度具有顯著相關性。5.背景變項對顧客滿意度及忠誠度不具影響力。6.顧客滿意度越高，忠誠度也越高。最後並針對顧客滿意度、顧客忠誠度以及未來研究提出研究者個人之建議。

Customers are the most important resource of enterprise, the most important job in the fierce competition property insurance market is to maintain long-term relationships between customers , create customer satisfaction,and improve customer loyalty to achieve the purpose of business continuity.
The main purpose of this study was to investigate what factors affect customer satisfaction of property insurance companies, correlation between customer satisfaction and loyalty, and how property insurance companies improve customer satisfaction to achieve the purpose of maintaining customer loyalty.
This study used quantitative methods, researcher issued 300 questionnaires to A company's customers and 281 valid questionnaires was analyzed after recovered. Six conclusions are summarized as follows:
1.Customer satisfaction of A company was good, and customer loyalty was general.
2. Salaries and the length of time purchased the insurance were more influential on customer satisfaction.
3. Education and the length of time purchased the insurance were more influential on customer loyalty.
4. Customer satisfaction and customer loyalty were significantly correlated.
5. Customers’ background variables were not influential on customer satisfaction and loyalty.
6. The higher customer satisfaction was, the higher loyalty higher was. 
After all, the researcher made individual recommendations  for customer satisfaction, customer loyalty and future research.

目 錄
第一章 緒 論	1
第一節 研究背景動機	1
第二節 研究目的	2
第三節 研究步驟與流程	4
第四節 研究內容	6
第二章 文獻探討	7
第一節 顧客滿意度	7
第二節 顧客忠誠度	14
第三節 滿意度及忠誠度相關研究探討	19
第三章 研究方法	22
第一節 研究方法與架構	22
第二節 研究假設	23
第三節 研究工具	24
第四節 研究對象	29
第五節 研究限制	30
第四章 統計分析	31
第一節 描述性統計	31
第二節 差異性分析	37
第三節 相關性及迴歸分析	60
第五章 結論與建議	64
主要參考文獻	70
附錄 產險公司顧客滿意度與忠誠度問卷調查表內容	76

 
表 次 
表2-1 顧客滿意度定義	7
表2-2 顧客忠誠度定義	14
表3-1 顧客滿意度量表	25
表3-2 顧客滿意度量表	27
表3-3 問卷抽樣分配表	29
表4-1 受測者基本資料表	32
表4-2 顧客滿意度得分表	34
表4-3 顧客忠誠度得分表	36
表4-4 背景變項與速度滿意度差異性分析量表	39
表4-5 背景變項與服務滿意度差異性分析量表	41
表4-6 背景變項與產品滿意度差異性分析量表	43
表4-7 背景變項與整體滿意差異性分析量表	45
表4-8 背景變項與顧客滿意度差異性分析量表	47
表4-9 背景變項與再購意願差異性分析量表	49
表4-10 背景變項與推薦行為差異性分析量表	51
表4-11 背景變項與交叉銷售差異性分析量表	53
表4-12 背景變項與價格容忍差異性分析量表	55
表4-13 背景變項與整體忠誠差異性分析量表	57
表4-14 背景變項與顧客忠誠度差異性分析量表	59
表4-15 顧客滿意度與忠誠度相關性表	         61
表4-16 背景變項與顧客滿意度多元迴歸分析量表	62
表4-17 背景變項與顧客忠誠度多元迴歸分析量表	63
表4-18 顧客滿意度與顧客忠誠度多元迴歸分析量表	63


圖 次
圖1-1 研究流程圖	5
圖3-1 研究架構圖	22

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三、網路資料
1.財團法人保險事業發展中心： 2012保險市場重要指標。https://fsr.tii.org.tw/iiroc/fcontent/research/research02.asp?offset=2&A2m_sn=3&keyword=&yy1=&mm1=&yy2=&mm2=，最終瀏覽日：2013/9/15。