服務品質一直是服務業的重要課題，而過去的企業重視價格優勢，但是隨著市場上的競爭愈趨激烈，商品的區隔不再明顯，伴隨商品而來的服務品質，成為顧客選擇的主要因素。近年來，企業也體認到顧客才是企業最重要的資產，對於企業而言，顧客是否滿意本身所提供的產品與服務，是企業經營的重心。所以經營者必須設法提昇顧客忠誠度，以及了解影響忠誠度的因素。而國內目前的保險業，以保險顧問作為最主要的銷售通路，保險業之競爭已從過去的價格競爭轉變為非價格的競爭，無不致力於服務品質的改善來提昇顧客忠誠度。本研究選擇服務產業中的保險業來探討服務品質與顧客忠誠度之間的關係，並且綜合過去文獻的觀點，探討技術性服務品質與功能性服務品質對顧客忠誠度的關係，以及轉換成本、顧客的專業能力、價格敏感度三個干擾項是否會影響之間的關係。
　　因此，本研究的對象包括大台北地區曾經購買過人壽保險保單的消費者，進行問卷調查。進一步探討，研究結果有以下發現：
一、服務品質對顧客忠誠度有正向顯著影響，顧客在評估本身和保險公司的關係時，同時會重視服務的過程面和結果面，並且顧客認為服務的過程面比結果面重要。
二、消費者會因為轉換成本的考量，特別檢視保險公司提供的技術性服務，進而提昇顧客忠誠度。
三、在保險業中，顧客會因為本身的專業能力較高，特別重視公司的功能性服務，在乎購買商品的過程面，因此，技術性服務品質的重要性相對降低。
    最後，本研究依據結論提出策略意涵、研究限制與未來研究建議，以供後續研究參考。

In the past, numerous business paid attention to their superiority of price. However, it changed to focus on the topic of service quality in service industries. With competitive surrounding, it is not apparent of products segmentation. When choosing products, customers take notice of service quality. Recently, enterprises realize that customers are the most essential resource of business core. Furthermore, they wonder whether clients satisfy their products or service. Hence, managers have to try their best to raise customer loyalty and seek for factors which affect loyalty. Presently, it is the main approach for Insurance Companies to hire advisers selling their products. Insurance Companies devote themselves to improve service quality. It is helpful to raise customer loyalty.
     This research concentrates the relationship between service quality and customer loyalty on Insurance companies. Besides, we synthesize the view of previous literature to investigate the contribution of technical and functional service to customer loyalty. Moreover, we wonder if switching cost, customer’s expertise and price sensitivity moderate the relative strength of the relationships between technical and functional service quality and customers' loyalty. Consequently, we select clients who have experience of purchasing polices of life insurance. The main findings are as follows: 
1. Service quality is positively related to customer loyalty. When customers evaluate effects of life insurance affect their behavior, they place importance on output and process of service. Besides, customers prefer the process to the output.
2. Because of switching costs, customers improve service quality by examining technical service.
3. Customers pay much attention to functional service of Insurance Company due to high customer’s expertise. Accordingly, the importance of technical service reduces correspondingly.
     Finally, we provide empirical evidence that strategic intelligence on Insurance companies. With these finding and limitations, it allows future research to enhance our understanding of these results.

目錄

第一章  緒論	1
第一節  研究背景與動機	1
第二節  研究目的	3
第三節  研究流程	4
第二章 文獻探討	5
第一節  服務品質	5
第二節  顧客忠誠度	10
第三節  轉換成本	13
第四節  顧客的專業能力	14
第五節  價格敏感度	16
第六節  研究架構與假說發展	18
第三章  研究方法	25
第一節  研究對象	25
第二節  變數之操作性定義與問卷之發展	25
第三節  問卷設計	27
第五節  回收樣本特性描述	29
第四章 實證結果	33
第一節  因素分析	33
第二節  信度與效度分析	35
第三節  相關與迴歸分析	37
第五章  結論與建議	44
第一節  研究結論	44
第二節  管理策略意涵	48
第三節  研究限制	50
第四節  未來研究建議	51
參考文獻	52
附錄：研究問卷	58

 
圖目錄
圖1-1 研究流程圖	4
圖2-1 研究架構	18

 
表目錄
表2.1  不同學者對服務品質的定義	6
表3.1  問卷設計結構	27
表3.2  問卷回收狀況表	29
表3.3  性別比例表	30
表3.4  年齡分佈表	30
表3.5  教育程度分佈表	31
表3.6  每月所得分佈表	31
表3.7  工作性質分佈表	32
表4-1  因素分析結果	34
表4.2  本研究變數之信度值	35
表4-3  變數間相關分析	37
表4-4  迴歸分析	39
表4-5  假說分析結果彙整表	42

中文部分
周文賢(2004)，多變量統計分析SAS/STAT 使用方法，初版，台北：智勝文化事業有限公司。
張火燦(1998)，策略性人力資源管理，臺北，揚智文化。
郭淑娟(2000)，「家庭教育中心專職人員專業知能與工作倦怠之相關研究」，國立臺灣師範大學社會教育研究所碩士論文。
馮丹白(1998)，職業訓練師應具備的能力內涵，就業與訓練，第2 卷，第3 期
黃俊英(2005)，行銷研究-管理與技術，七版，台北：華泰書局。
鄭志宏(1995)，「企業界教育訓練人員基本專業能力之研究」，私立淡江大學教育資料科學研究所碩士論文。

英文部分
Alba. Joseph W. and J. Wesley Hutchinson (1987), "Dimensions of Consumer Expertise." Journal of Consumer Research, 13 (March): 411-54.
Anderson, E. W., C. Fornell, and D. Lehman (1994), “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden”, Journal of Marketing, 58 (July), pp.53-66.
Bateson, Hoffman G. (2002),“Essential of Service Marketing: Concepts, Strategy, and Cases,”Harcourt, Inc,.
Berry, L. L.(1983), Relationship Marketing, in Berry, L., Shostack, G. L., and Upah, G. D. (Eds.), Emerging Perspectives on Services Marketing, Chicago: American Marketing Association.
Bhote, Keki R (1996), Beyond Customer Satisfaction to Customer Loyalty-The Key to Greater Profitability, American Management Association, New York, pp.31.
Bitner, M. J. (1990), “Evaluating Service encounter: The Effect of Physical Surroundings and Employee Responses,” Journal of Marketing, 54, 69-81.
Bitner, M. J. and A. R. Hubbert (1994), “Encounter Satisfaction Versus Overall Satisfaction Versus Quality,”In R. T. Rust and R. L. Oliver (Edas.), Service Qulity: New Directions in Theory and Practice (pp.72-94). London: Sage.
Boulding, William, Ajay Kalra, Richard Staelin, and Valarie A. Zeithaml. (1993), "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions." Journal of Marketing Research, 30 (February): 7-27.
Brucks, Merrie (1985), "The Effects of Product Class Knowledge on Information Search Behavior." Journal of Consumer Research, 12 (June): 1-16. 
Burnham, Thomas A., Judy K. Frels, and Vijay Mahajan (2003), "Consumer Switching Costs: A Typology, Antecedents, and Consequences." Journal of the Academy of Marketing Science, 31 (Spring): 109-26.
Churchill, G.A. and C. Surprenant (1982), “An Investigation into to The Determinants of Customer Satisfaction”, Journal of Marketing Research, Vol.19, pp.491-504
Crosby, Philip B. (1979), Quality Is Free: The Art of Making Quality Certain, New York: New American Library.
Crosby. Lawrence A., Kenneth R. Evans, and Deborah Cowles (1990), "Relationship Quality in Services Selling: An Interpersonal Influence Perspective." Journal of Marketing, 54 (July): 68-81.
Dawkins. P. and F. Reichheld (1990), “Customer Retention as a Competitive Weapon.” Directors and Boards, 14(Summer): 42-47.
Dick, A. S. & Basu, K (1994) ,“Customer Loyalty: Toward an Integrated Conceptual Framework”,Journal of the Academy of Marketing Science, Vol.22, pp.99-113
Emery, Fred E. (1970), “Some Psychological Aspects of Price,” in Pricing Strategy. eds. Bernard Taylor and Gordon Willis. Princeton, NJ: Brandom/Systems, pp. 98-111.
Erdem, Tülin, Joffre Swait and Jordan Louviere (2002), The Impact of Brand Credibility on Consumer Price Sensitivities across Multiple Product Categories, International Journal of Research in Marketing, 19 (1), pp.1-19 (lead article).
Fornell, C. (1992), A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, Vol. 56, No. 1: 6-21.
Fornell, C., and Birger, W. (1987), Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis, Journal of Marketing Research, Vol. 24: 337-346.
Frederick, F. Reichheld and W. Earl Sasser, Jr. (1996),“Zero Defections: Quality Comes to Services.”Harvard Business Review, 72, No.2, pp.57-69
Fredericks, Joan O. and James M. Salter (1995), “Beyond Customer Satisfaction.” Management Review, vol. 84, 29-32
Gabor, A., & Granger, C. W. J. (1965), The pricing of new products, Scientific Business, 3(2), pp.141-150.
Garvin, David A. (1984), “What Does ‘Product Quality’ Really Mean?” Sloan Management Review, Fall , 25-43.
Gatignon, H. (1984), “Competition as a moderator of the effect of advertising on sales”, Journal of Marketing Research, Vol.21, No.4, PP.387-398.
Ghemawat, P. (1991), Commitment: The Dynamic of Strategy , New York, Free Press. Gordon, S.R. and Gordon, M.D. , (1993), “Factors that Affect the Adoption of Distributed Database Management Systems”, Proceedings of 1993 ACM SIGCPR Conference, (Apr.),St. Louis, MO, pp. 151-167.
Goodwin Dennis W. (1992), “Life and Insurance Marketing”, Life Management Institute LOMA Atlanta, GA, pp.416 & 429.
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between Customer satisfaction and loyalty: Cross-industry differences., Total Quality Management, 11(4-6), pp.509-514.
Gronroos, C. (1982), Strategic Management and Marketing in the Service Sector, Helsingfors: Swedish School of Economics and Business Administration.
Gronroos. Christian. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 37-45.
Gronroos. Christian. (1983), Strategic Management and Marketing in the Service Sector. London: Chartwell-Bratt. 
Guiltinan, J. P. (1989), A Classification of Switching Costs with Implications for Relationship Marketing, in 1989 AMA Winter Educators’ Conference: Marketing Theory and Practice, Childers, T. L, Bagozzi, R. P., and Peter, J. P.(Eds.), Chicago, IL: American Marketing Association.
Hartline, Michael D. and O. C. Ferrell (1996), "The Management of Customer-Contact Service Employees: An Empirical Investigation." Journal of Marketing, 60 (October): 52-70.
Heide, J.B. and Weiss, A.M. (1995),“Vendor Consideration and Switching Behavior for Buyers in High Technology Markets“, Journal of Marketing, Vol.59,30–43
Heilman, Carrie M., Douglas Bowman, and Gordon P. Wright (2000), "The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market." Journal of Marketing Research, 37 (May): 139-55.
Holbrook, M. B., and Corfman, K. P. (1985), Quality and value in the consumption experience: Phaedrus rides again. In J. Jacoby and J. Olson (Eds.), Perceived quality. MA: Lexington Books, 31-57.
Huber, J., Holbrook, M. B., & Kahn, B. (1986), Effects of competitive context and of additional information on price sensitivity, Journal of Marketing Research, 23(3), pp.250-260.
Jones, Michael A., David L. Mothersbaugh and Sharon E. Betty (2000),“Switching Barriers and Repurchase Intentions in Service,” Journal of Retailing, Vol. 76, pp. 259-274.
Jones, Thomas O. and W. Earl Sasser, Jr. (1995),“Why Satisfied Customers Defect.”Harvard Business Review, 71, No.6, pp.88-99.
Jones. Michael A., David L. Mothersbaugh, and Sharon E. Beatty (2002), "Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes." Journal of Business Research, 55 (Junes): 441-50. 
Jr., J. Joseph, Cronin and Taylor, Steven A. (1992),“Measuring Service Quality: A Reexamination and Extension.”Journal of Retail, 65, No.1, pp.33-55.
Kanetker, V., Weinberg, C. B., & Weiss, D. L. (1992), Price sensitivity and television advertising exposures: Some empirical findings, Marketing Science, 11(4),  pp.359-371.
Lee, M. and Cunningham L.F. (2001), A cost/benefit approach to understanding service loyalty, Journal of services Marketing, Vol. 15, No.2, pp. 113-130, 
Lehtinen, U. and Lehtinen, J. R. (1991), Two Approaches to Service Quality Dimension, Service Industries Journal, Vol. 11, No. 3: 287-303.
Lewis, Robert C. and Booms, Bernard H. (1983),” The Marketing Aspects of Service Quality,” in Emerging Perspectives on Service Marketing, L. Berry, G. Shostack, and G. Upah, eds., Chicago: American Marketing , 99-107
Liu, A.H., Leach, M.P., Bernhardt, K.L. (2003), Examining customer value perceptions of organizational buyers when sourcing from multiple vendors. Journal of Business Research , 58, 559-568.
Mason, k., & Bequette, J. (1998), Product experience and consumer product attribute inference accuracy. The Journal of Consumer Marketing, 15(4), 343-357.
McLagan, P. A. (1983), Model for Excellence: The Conclusions and Recommendations of The ASTD Training and Developmentstudy, DC: American Society for Training and Development.
Monroe ,K.B. & Petroshius ,S.M. (1981), Buyers' perceptions of price: an update of the evidence, Perspectives in Consumer Behaviour, Kassarjian, H. H. and T. S. Robertson, Eds. 3rd ed. Glenview, IL: Scott,Foresman & Company.
Moorthy, Sridhar, Brian T. Ratchford, and Debabrata Talukdar (1997), "Consumer Information Search Revisited: Theory and Empirical Analysis." Journal of Consumer Research, 23 (March): 263-77. 
Murray, K. B. & J. L. Schlacter (1990), “The Impact of Services versus Goods on Consumers’ Assessment of Perceived Risk and Variability,” Journal of the Academy of Marketing Science, 18 (1), pp.51-65.
Oliver, R. L. (1999), “Whence Consumer Loyalty”, Journal of Marketing, Vol.53, Special Issue, pp.33-44.
Oliver, R.L., R.T. Rust and S. Varki (1997), “Customer Delight：Foundations, Findings, and Managerial Insight”, Journal of Retailing, Vol.73, pp.311-336.
Parasuraman, A., Berry, L. L., and Zeithaml, V. A. (1991), Understanding Customer Expectations of Service, Sloan Management Review, Vol. 32, No. 3: 39-48.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its implications for Future Research,” Journal of Marketing, Vol.49, Fall, pp.41-50
Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1994), Improving Service Quality in American: Lessons Learned, Academy of Management Executive, Vol. 8, No. 2: 32-52.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “Quality Counts in Service, Too” Bussiness Horizons, Vol. 28, , pp.44-53.
Patterson, Paul G. and Tasman Smith (2003), "A Cross-Cultural Study of Switching Barriers and Propensity to Stay With Service Providers." Journal of Retailing, 79 (Summer): 107-20. 
Ping, Robert A., Jr. (1993), "The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism, and Neglect." Journal of Retailing, 69 (Fall): 320-52.
Reichheld, F. F. and P. Schefter (2000), E-loyalty: Your Secret Weapon on the Web, Harvard Business Review, 78, 105-113.
Reichheld, Frederick and W. Earl Sasser, Jr.(1990). “Zero Defections: Quality Comes to Services.”Harvard Business Review. 68(September/October), 105-11.
Rust, Roland Y. and Oliver, Richard L. (1994), “ Service Quality: Insights and Managerial Implications from the Frontier,” in Service Quality: New Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver, eds. Thousand Oaks, CA: Sage Publications, 1-19.
Sasser, W. Earl, Jr., Olsen R. Paul, and Wycoff, Daryl D. (1978), Management of Service Operations: Text and Cases, Boston: Allyn and Bacon
Sharma, N. and P. Patterson (2000), “Switching Costs, Alternative Attractiveness and Experience as Moderators of Relationship Commitment in Professional, Consumer Services”, International Journal of Service Industry Management, Vol.11 (5), 470-90. 
Sharma, Neeru and Paul G. Patterson (1999), "The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer, Professional Services." Journal of Services Marketing, 13 (July): 151-70.
Sirdeshmukh, D., Jagdip, S., and Barry, S. (2002), Consumer Trust, Value and Loyalty in Relational Exchanges, Journal of Marketing, Vol. 66, No. 1:15-37.
Sirvanci, M. B (1993), An Empirical Study of Price Thresholds and price sensitivity, Journal of Applied Business Research, Vol. 9, pp.43-49.
Spencer, L. M. & Spencer, S. M. (1993), Competence at Work: Models for Superior Performance, NY: John Wiley & Sons.
Stigler, George J. (1961), "The Economics of Information." Journal of Political Economy, 69 (June): 213-25. 
Taylor, S. A. and J. J. Cronin Jr. (1994), “Modeling Patient Satisfaction and Service Quality,”Journal of Health Care Marketing, 14(1), pp.34-44.
Thomas, A. Stewart (1995),“After All You’ve Done Your Customers, Why Are They Still Not Happy?”Fortune, 139, No.12, pp.178-82.
Urbany, Joel E. (1986), "An Experimental Examination of the Economics of Information." Journal of Consumer Research, 13 (September): 257-71.
Weiss & Anderson (1992),”Converting from Independent to Employee Salesforces: The Role of Perceived Switching Costs,” JMR, Journal of Marketing Research, Volume 29(1), p. 101.
Wong, Amy and Amrik Sohal. (2003), "Service Quality and Customer Loyalty Perspectives on Two Levels of Retail Relationships." Journal of Services Marketing, 17 (May): 495-513.
Zauberman, Gal. (2003), "The Intertemporal Dynamics of Consumer Lock-In." Journal of Consumer Research, 30 (December): 405-19. 
Zeithaml, V. A. & Berry, L. (1987), The time consciousness of supermarket shoppers, Unpublished manuscript
Zeithaml, Valarie A. and Mary Jo Bitner (1996), “Service Marketing”, McGraw-Hill, p.123
Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman (1996), "The Behavioral Consequences of Service Quality." Journal of Marketing, 60 (April): 31-46.