過往研究多著重探討服務品質對於顧客滿意度及購買意願之影響，及顧客滿意度對於購買意願的影響，顯少以顧客關係管理為自變數探討顧客關係管理對於顧客滿意度及購買意願之影響。基此本研究以壽險公司為研究對象，探討顧客關係管理對於顧客滿意度及購買意願之影響，以曾購買過保險公司之保險商品的顧客為調查對象，採便利抽樣的方式發放問卷，問卷收集其間為2021年2月至2021年3月，回收有效問卷共計844份，分析後本研究有下列重要發現：
1.「顧客互動」為影響事業有成客戶購買保險商品之最重要因素，第二重要者為「客製化服務」，再者則為「知識管理」及「資訊管理」。
2.經驗不足之保險業務員面對事業有成之客戶應著重於與顧客之互動關係。
3.完善的溝通導向顧客關係管理系統可以提升顧客滿意度及購買意願。

Previous studies have focused on the impact of service quality on customer satisfaction and purchase intention, and the impact of customer satisfaction on purchase intention. Few studies have taken customer relationship management as an independent variable to explore the impact of customer relationship management on customer satisfaction and purchase intention. Therefore, this study takes insurance company as research object to explore the impact of customer relationship management on customer satisfaction and purchase intentions. We takes customers who have purchased insurance products from insurance companies as the survey object, the questionnaires were distributed in a convenient sampling method. The questionnaires were collected from February 2021 to March 2021, and a total of 844 valid questionnaires were collected. We has the following important findings:
1. "Customer Interaction" is the most important factor influencing successful business customers to purchase insurance products. The second most important factor is "Personalize Service", and the other is "Knowledge Management" and "Information Management".
2. The inexperienced insurance salesperson should focus on the customer interaction when facing successful customers. 
3. A sound communication customer relationship management system can improve customer satisfaction and purchase intentions

目錄	I
表目錄	III
圖目錄	IV
第一章　緒論	1
第一節　研究背景與動機	2
第二節　研究目的	2
第三節　研究範圍	2
第四節　研究流程	2
第二章　文獻探討	4
第一節　顧客關係管理	4
第二節　顧客滿意度	7
第三節　購買意願	7
第四節　假設推論	8
第三章　研究方法與設計	11
第一節　研究架構與假設	11
第二節　變數定義與問卷設計	11
第三節　研究樣本來源	14
第四節　資料分析	15
第四章　資料分析與研究結果	16
第一節　敘述性統計	16
第二節　信度分析	19
第三節　相關性分析	20
第四節　迴歸分析	21
第五節　階層迴歸分析	24
第六節　研究假設驗證之結果	25
第五章　結論與建議	27
第一節　研究結論	27
第二節　管理意涵	28
第三節　研究限制與建議	29
參考文獻	30
一、中文部分	30
二、英文部分	32
三、網路部分	36
參考附錄	37

表目錄
表3-1 顧客關係管理問項	12
表3-2 顧客滿意度問項	13
表3-3 購買意願問項	14
表4-1購買保險產品種類次數分配表	16
表4-2 保險公司種類次數分配表	17
表4-3 性別次數分配表	17
表4-4 年齡次數分配表	18
表4-5 教育程度次數分配表	18
表4-6 平均月薪次數分配表	19
表4-7 各構面之信度分析表	19
表4-8 各構面之相關分析表	20
表4-9 顧客關係管理子構面對顧客滿意度之迴歸分析表	22
表4-10 顧客滿意度面對購買意願之迴歸分析表	22
表4-11 顧客關係管理子構面對顧客滿意度之迴歸分析表	23
表4-12 顧客滿意度對顧客關係管理與購買意願之層級迴歸分析表 25
表4-13 研究假設驗證之結果	26

圖目錄
圖1-1研究流程圖	3
圖3-1假設架構圖	11

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網路部分
中華民國人壽保險商業同業公會(2020)。上網日期：2020 年9月10日，取自：http://www.liaroc.org.tw/index01.asp?item=index01/data/member.htm