壽險業在現代金融中扮演著重要角色，根據保險事業發展中心統計，2012年壽險公司總保費收入約有24兆7,834億元，有效保險契約約為5,198萬件，而投保率更高達222.97%。截至2013年7月止，臺灣地區的壽險公司計有31家，為數不少，使得臺灣地區的壽險業在國際化與全球化的環境中，面臨更大的競爭壓力。本研究旨在探討壽險業的服務品質、顧客滿意度及顧客忠誠度之間的關聯性，藉以暸解服務品質之優劣是否會影響顧客滿意度與顧客忠誠度之變化。
   本研究僅就以大臺北地區曾購買人壽保險公司之保險商品作為研究對象。本研究發現服務品質對顧客滿意度有顯著的影響；顧客滿意度亦對顧客忠誠度有顯著影響；而服務品質中，僅「有形性、「可靠性」與「保證性」對顧客忠誠度有顯著影響。本研究亦發現「46-55歲」的年齡對「顧客滿意度」的感受程度比較低。因此，本研究建議未來壽險業者之行銷策略應「以客為尊」，強化對顧客的服務，尤其是46-55歲這一年齡層的人，才能增進顧客滿意度，進而獲得顧客對公司的忠誠度。

Life insurance plays an important role in modern financial industry. According to the statistics of Taiwan Insurance Institute, Taiwan life insurance industry had more than 51.98 million policies in force and about NT$24,783 billion premium income in 2012. As of July 2013, there were 31 life insurance companies operating business in Taiwan with facing higher completion under the internationalization and globalization circumstances. This study explores the relationship among the service quality, the customer satisfaction and the customer loyalty of life insurance companies in Taiwan, to find whether service quality brings changes to customer satisfaction and customer loyalty.
  This study targets people residing in Great Taipei Area and once purchasing life insurance products from the life insurance companies. The study results show that service quality effects significantly on customer satisfaction, and customer satisfaction effects significantly on customer loyalty. However, only the "tangibles", "reliability" and "assurance" dimensions of service quality has significant effect on customer loyalty. This study also finds that people in "46-55" age group are relatively low perceptive in "customer satisfaction". Therefore, this study suggests that life insurers should take a strategy of “customer first” to encourage customer services for their customers, especially for the people of "46-55" ages, to enhance the customer satisfaction and consequentially to get customer loyalty.

目錄
第一章 緒論	1
第一節	研究動機與目的	1
第二節	研究範圍	2
第三節	研究限制	3
第四節	研究流程	3
第二章 文獻回顧	5
第一節	臺灣人壽保險業發展近況與行銷問題	5
第二節	服務品質之探討	7
第三節	顧客滿意度之探討	12
第四節	顧客忠誠度之探討	17
第三章  研究方法	23
第一節	研究架構	23
第二節	研究假設與變項之定義	24
第三節	研究對象與問卷設計	30
第四節	研究方法	31
第四章 研究結果分析	39
第一節	敘述統計分析	39
第二節	信度分析	48
第三節	因素分析	51
第四節	相關分析	57
第五節	迴歸分析	59
第六節	變異數分析	63
第五章 結論與建議	73
第一節	結論	73
第二節	建議	76
參考文獻	79
附錄 問卷	87
圖目錄
圖1-1  研究流程	4
圖3 1  研究架構圖	24
圖3 2  問卷設計流程圖	31
表目錄
表 2 1  服務品質的定義	9
表 2 2  衡量服務品質之構面與本研究構面定義之關係	11
表 2 3  顧客滿意度的定義	12
表 2 4  服務品質與滿意度關係	15
表 2 5  顧客忠誠度的定義	17
表 2 6  顧客忠誠度衡量構面	19
表 2 7  修正顧客忠誠度衡量變項	19
表 2 8  顧客忠誠度的五個階段	22
表3 1  服務品質構面之定義及衡量	25
表3 2  顧客滿意度構面之定義及衡量	27
表3 3  顧客忠誠度構面之定義及衡量	28
表3 4  可信度高低與CRONBACH'S Α係數之評定標準	32
表 3-5  KMO值之評定標準	35
表 4-1  受訪者基本資料的敘述統計分析	40
表 4-2  受訪者投保壽險公司家數的情形	42
表 4-3  受訪者購買壽險公司的情形	42
表 4-4  受訪者已經購買該人壽保險公司商品年期的情形	43
表 4-5  服務品質之敘述統計分析	45
表 4-6  顧客滿意度之敘述統計分析	46
表 4-7  顧客忠誠度之敘述統計分析	48
表 4-8  服務品質的信度分析	49
表 4-9  顧客滿意度的信度分析	50
表 4-10  顧客忠誠度的信度分析	51
表 4-11  服務品質的因素分析	53
表 4-12  顧客滿意度的因素分析	54
表 4-13  顧客忠誠度因素分析	56
表 4-14  各變數的相關分析	59
表 4-15  服務品質對顧客滿意度的迴歸分析	60
表 4-16  顧客滿意度對顧客忠誠度的迴歸分析	61
表 4-17  服務品質對顧客忠誠度的迴歸分析	63
表 4-18  性別對服務品質、顧客滿意度與顧客忠誠度的變異數分析	64
表 4-19  年齡對服務品質、顧客滿意度與顧客忠誠度的變異數分析	65
表 4-20  婚姻狀況對服務品質、顧客滿意度與顧客忠誠度的變異數分析	67
表 4-21  教育程度對服務品質、顧客滿意度與顧客忠誠度的變異數分析	68
表 4-22  平均月收入對服務品質、顧客滿意度與顧客忠誠度的變異數分析	69
表 4-23  職業對服務品質、顧客滿意度與顧客忠誠度的變異數分析	70
表 4-24  研究假設的驗證結果	71

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