壽險業一直是需與服務人員高度接觸的行業，業務人員扮演著維繫保險公司與顧客關係的重要角色，近年來壽險市場的蓬勃發展與競爭激烈，業務員的高流動率，因此壽險業對於顧客關係的維護與顧客忠誠度傾向之瞭解也更加重要。
本研究以關係行銷相關文獻與理論為基礎建立本研究之架構與假設，探討影響顧客與業務員關係強度之因素、關係強度對業務員個人忠誠與保險公司忠誠及再購意願之關係，採用配額抽樣法進行抽樣，以A人壽保險公司的保戶500人為對象實施問卷調查，針對回收的302份有效樣本，進行信度分析、敘述性統計、迴歸分析及變異數分析，並以結構方程型(SEM)驗證模型之適配度與結構關係，經實證分析獲致結論如下：
一、顧客與業務員關係強度影響因素
1. 專業知識對關係強度有正向相關。
2. 互動頻率對關係強度有正向相關。
3. 合作意願對關係強度有正向相關。
二、顧客與業務員之關係強度愈高，顧客對保險業務員之個人忠誠度愈高。
三、顧客與業務員之關係強度愈高，顧客對保險公司之忠誠度愈高。
四、顧客對業務員之忠誠度愈高，再購意願愈高。
五、顧客對保險公司之忠誠度愈高，再購意願愈高。
六、顧客與業務員關係強度對業務員個人忠誠度影響大於對公司忠誠度之影響。

Life insurance as a business requires a great deal of contact with service personnel and sales personnel acting as an important mediator between insurance companies and their customers. In recent years, the insurance market has flourished greatly and competition as well. It is due to this, as well as the large turnover rate for sales personnel that has raised understanding towards customer relations and consumer loyalty. This research will use information and theories pertaining to sales as a foundation for its structure and hypothesis, with focus on factors that influence the relationship between consumers and sales personnel. Furthermore, this research will take an in depth look into the relationship between loyalty to sales personnel, loyalty towards the insurance company and repurchase intention . Using the quota sampling method, a survey was conducted upon life insurance company A’s client base of 500 people. Out of the 302 requisite samples that were returned reliability analysis, descriptive statistics, regression analysis, and analysis of variance (ANOVA) will be conducted. Using structural equation modeling (SEM) compatibility and structural relations were analyzed, leading to the following conclusions based upon above mentioned research: 1.	Professional knowledge, interactive frequency, and cooperative motivation had a direct affect upon the relationship strength between consumers and sales personnel. 2.	The stronger the relationship strength between consumers and sales personnel is, the stronger the loyalty the customer would feel towards the sales personnel as an individual. 3.	The stronger the relationship strength between consumers and sales personnel is, the stronger the loyalty the customer would feel towards the insurance company.4.	The greater loyalty consumers have towards sales personnel, the greater motivation there is towards increased repurchase intention . 5.	The greater loyalty consumers have towards the insurance company, the greater motivation there is towards increased repurchase intention . 6.	The relationship strength between consumers and sales personnel, particularly the loyalty consumers feel towards their sales person has greater influence than any loyalty consumers may feel towards the insurance company.

目 錄

目  錄..................................................Ⅰ
表目錄................................................. Ⅲ
圖目錄.................................................Ⅴ

第一章 緒論............................................. 1
第一節 研究背景與動機................................... 1
第二節 研究目的......................................... 4
第三節 研究對象與範圍................................... 4
第四節 論文內容架構..................................... 5
第五節 研究流程......................................... 6

第二章 文獻探討......................................... 7
第一節 關係行銷......................................... 7
第二節 忠誠度.......................................... 18
第三節 再購意願........................................ 19
第三章 研究方法........................................ 24
第一節 研究架構與假說.................................. 24
第二節 變數定義與衡量.................................. 26
第三節 研究設計........................................ 36
第四節 問卷設計........................................ 38
第五節 資料分析方法.................................... 39
第四章 資料分析........................................ 41
第一節 樣本結構分析.................................... 42
第二節 信度與效度分析.............. ................... 49
第三節 驗證性因素分析.................................. 51
第四節 整體模型分析........................... ........ 58
第五節 變異數分析...................................... 63
第五章 結論與建議...................................... 67
第一節 研究結論........................................ 67
第二節 研究貢獻........................................ 70
第三節 研究限制........................................ 72
第四節 未來研究建議.................................... 72

參考文獻...................... ........................ 74
附錄一  問卷 .......................................... 80

表目錄

表1-1-1 93年度及94年度壽險業務員登錄暨異動統計..........3
表2-1-1 關係品質相關研究................................13
表2-2-1 再購意願與忠誠度定義............................21
表2-2-2 顧客忠誠度衡量指標..............................22
表3-2-1 本研究衡量相似性構面與變項......................26
表3-2-2 本研究衡量專業知識構面與變項....................27
表3-2-3 本研究衡量互動頻率構面與變項....................28
表3-2-4 本研究衡量相互揭露構面與變項....................29
表3-2-5 本研究衡量協助意願構面與變項....................30
表3-2-6 本研究衡量關係持續時間構面與變項................31
表3-2-7 本研究衡量關係強度構面與變項....................32
表3-2-8 本研究衡量顧客對個人忠誠度構面與變項............33
表3-2-9 本研究衡量顧客對公司忠誠度構面與變項............34
表3-2-10本研究衡量顧客再購意願構面與變項................35
表3-3-1 各行政區之保戶樣本配額表項......................37
表4-1-1 樣本分佈情形...............................44
表4-1-2 構面相關分析...................................48
表4-2-1 問卷各構面之信度分析.............................49
表4-3-1 整體模型適配度評鑑結果...........................52
表4-3-2 因素負荷量..........................................54
表4-3-3 組合信度及變異平均抽取量之檢定結果..................56
表4-3-4 顧客關係強度之區別效度............................. 57
表4-4-1 顧客與業務員關係強度影響因素對關係強度迴歸分析 .....59
表4-4-2 模式整體配適度評鑑結果 .............................60
表4-4-3 模式分析結果彙整表 .................................62
表4-5-1單因子變異數分析-「年度保費支出佔年收入比例」對模式
構面重視程度之影響分析  ................................. 64
表5-1-1假說檢定結果彙整表 ............................. 67

圖目錄


圖1-5-1 研究流程圖 ..........................................6
圖2-1-1 Crosby et al.（1990）關係品質模型......................9
圖2-1-2方世榮（2002）關係價值、關係品質與忠誠度之關係模型.....12
圖2-1-3 顧客- 服務人員關係模型..............................16
圖2-1-4 Legace et al.(1991)關係模型.........................17
圖3-1-1 研究架構圖..........................................24
圖4-4-1業務忠誠模型之構面關係分析.......................... 61

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三、網站部份
1.  93年度及94年度壽險業務員登錄暨異動統計。2006年9月20日，取自財團保人保險事業發展中心網址http://www.tii.org.tw/fcontent/database/insurance/index.asp
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