在台灣的財產保險市場上，每年汽車保險費的收入佔整個財產保險公司保險費收入極高之比例，彰顯出顧客之留存意願對保險公司的經營狀況愈來愈重要，先不論其續保的保險金額多寡，如何有效掌握既有的續保業務不讓其流失，以此為基礎來拓展業務，當有事半功倍之效果，從既有客戶群找出忠誠度較高的客戶群，繼續維護既有客戶數並打開通路來源，將利用最小的行銷成本，達到最大承保效益。
因此，本研究從汽車保險續保來探討銷售通路與顧客特性對顧客忠誠度的影響，由被保險汽車之通路來源、汽車車種、承保區域；被保險人之年齡、性別、婚姻狀況及保單種類等，對自然人所有之車輛來探討與續保行為之關係。研究方法採用羅吉斯迴歸分析法，研究結果顯示續保行為有不同程度的影響。根據此結果本文建議保險公司可針對相關因素研擬行銷策略，以提升續保率增進經營績效。

Having regard to the major proportion and contribution of annual insurance premium income in the Market, Auto Insurance is the key line for the P & L (Property & Liability) Insurance Company. Customer’s will to renew insurance annually is getting more and more important to run the business for the Company. Without considering the Sum Insured, to expanse the business based on effectively keeping the renewal customer will be much more productive. In addition, finding out the customers with the higher loyalties and maintaining the numbers will solid the business source and obtain the underwriting benefit with the minimum marketing costs.     
　　Thus, this study is to discuss the effects of sales channel and customer characteristics to customer loyalty on Auto Insurance renewal. According to the business sources, types and areas of the insured cars, the age, sexual, marriage of the Insureds, kinds of insurance policies, and so on, there will be some discussions on the relationships with the customer’s renewal behaviors for nature persons. This study adopts Logistic regression. This study finds out that the variables have different effects. This study suggests that the insurance company can develop some marketing strategies according to these variables to increase the renewal ratio and prompt the operation performance.

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	研究架構	5
第二章  文獻探討	8
第一節	忠誠客戶的認定及忠誠客戶的重要性	8
第二節	顧客特性與顧客忠誠度	11
第三節	通路對顧客服務與顧客關係的影響	16
第三章  研究資料與研究方法	19
第一節  資料來源	19
第二節  資料特性與變數說明	19
第三節  假說與實證模型	30
第四章  實證結果	36
第一節	簡單羅吉斯模型的實證結果	36
第二節	順序羅吉斯模型的實證結果	40
第五章  結論與建議	45
第一節	研究結論	45
第二節	研究建議	46
參考文獻		47
附錄		53

圖目錄
圖1- 1  忠誠度指數比較-品牌比較	2
圖1- 2　忠誠度指數	3
圖1- 3　忠誠度架構	3
圖1- 4　論文架構圖	7


表目錄
表3- 1　2000某大產險公司連續八年續保率	20
表3- 2　2000年某大產險公司連續八年直屬通路與非直屬通路續保率	21
表3- 3　保單續保通路卡方相關性檢定	23
表3- 4　保單續保客戶性別特性卡方相關性檢定	24
表3- 5　保單續保客戶年齡特性卡方相關性檢定	25
表3- 6　保單續保客戶首年度高保單數特性卡方相關性檢定	26
表3- 7　保單續保客戶首年度高保費特性卡方相關性檢定	27
表3- 8　保單續保客戶首年度高保障特性卡方相關性檢定	28

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