保險為使用價值很特殊的無形服務商品。本研究乃探討如何透過關係行銷降低顧客對保險商品的風險疑慮與不確定因素，並綜合學者之建議加以衍生，以壽險保單商品設計與組合之特性為干擾變數，探討其對關係行銷與關係品質間所產生之影響。
    本研究從文獻探討開始著手，根據其理論基礎建立本研究之架構與假設，研究母體以國內有投保民眾為對象，對回收的有效樣本681份資料，經實證分析和討論獲致下列重要結論：
1、關係銷售行為之「互動強度傾向」對顧客信任及顧客滿意有顯著正向影響
2、個人特質相似性對顧客滿意有顯著正向影響
3、服務品質對顧客信任及顧客滿意有顯著正向影響
4、公司形象對顧客信任及顧客滿意有顯著正向影響
5、保單商品設計與組合之「有用性程度」對顧客信任與顧客滿意有顯著正向影響
6、保單商品設計與組合之「創新性程度」在關係行銷各構面對顧客滿意的影響上有顯著負向干擾效果
7、保單商品設計與組合之「有用性程度」在關係行銷各構面對顧客信任的影響上有部分顯著正向調節作用
8、直接影響「顧客信任」的主要因素，依係數高低依序為「顧客認知的服務品質」、「關係銷售行為—互動強度傾向」、及「公司形形象」
9、直接影響「顧客滿意」的主要因素，依係數高低依序為「關係銷售行為—互動強度傾向」、「顧客認知的服務品質」、「公司形象」、「保單商品設計與組合特性—有性用」、及「個人特質相似性」

The insurance is the invisible service commodity with very special use value. There are two major objectives in this study: (1) to discuss how to reduce the degree of risk, uncertainty, and/or doubt of lack of knowledge or information of customer through relation marketing, and (2) to explore the interactive effects among the product design and mix of life insurance, relationship marketing, and relationship quality, to understand how the product design and mix of life insurance interfere the 
Relationship between relationship marketing and relationship quality.
The samples derived from the people who have the use experience of the insurance in Taiwan. There are 681 valid questionnaires were analyzed, and some important research findings are as below:
1.The factor “interaction intensity” of relational selling behaviors has significant positive influence on customer’s trust and customer’s satisfaction.
2.“Similarity” has significant positive influence on customer’s satisfaction.
3.“Customer’s cognition of service quality” has significant positive influence on customer’s trust and customer’s satisfaction.
4.“Corporate image” has significant positive influence on customer’s trust and customer’s satisfaction.
5.The factor “usability” of the design and mix of insurance goods of life insurance has significant positive interfere the relationship between relationship marketing and relationship quality.
6.The factor “creativity” of the design and mix of insurance goods of life insurance interferes significantly the relationship between relationship marketing and customer’s satisfaction.
7.The factor “usability” of the design and mix of insurance goods of life insurance interferes significantly the relationship between relationship marketing and customer’s trust.
8.Depend on coefficient level in order, the factors that have direct effects on customer’s trust are: “Customer’s cognition of service quality”, “interaction intensity” of relational selling behaviors”, and “corporate image”.
9.Depend on coefficient level in order, the factors that have direct effects on customer’s satisfaction are: “interaction intensity” of relational selling behaviors”, “Customer’s cognition of service quality”, “corporate image”, “usability” of the design and mix of insurance goods of life insurance, and “similarity”.

目    錄	I
表    次	III
圖    次	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 研究流程	5
第二章 文獻探討	7
第一節 關係行銷與關係品質	7
第二節 顧客信任	10
第三節 顧客滿意	13
第四節 關係行銷各相關變數與顧客信任及顧客滿意間之關係	17
第五節 保單商品設計與組合特性	20
第六節 商品設計與組合之特性對顧客信任與顧客滿意之影響	22
第七節 保單商品設計與組合特性對關係行銷變數與關係品質之影響	25
第三章 研究設計	27
第一節 研究架構	27
第二節 變數之定義	28
第三節 研究假設	29
第四節 研究樣本	31
第五節 變數之衡量與問卷設計	31
第六節 資料分析方法	34
第四章 資料分析與討論	36
第一節 基本資料分析	36
第二節 因素及信度與效度分析	39
第三節 研究變數之間的相關性分析	45
第四節 迴歸分析	48
第五節 討論	78
第五章 結論與建議	83
第一節 結論	83
第二節 研究限制	86
第三節 建議	87
參考文獻	90
中文部份	90
外文部份	91
網頁部份	99
附錄：問卷	100

表 次
表2-1 信任定義彙總表.......................................................................................... 11
表2-2 顧客滿意度定義彙總表.............................................................................. 14
表3-1 因素分析後之變數定義.............................................................................. 28
表3-2 因素分析後之研究假設.............................................................................. 29
表3-3 變數之衡量題項內容.................................................................................. 32
表4-1 研究樣本基本資料統計分析...................................................................... 38
表4-2 關係銷售行為之KMO 值及Bartlett 球形檢定......................................... 40
表4-3 關係銷售行為構面之因素分析.................................................................. 40
表4-4 顧客認知的服務品質之KMO 值及Bartlett 球形檢定............................. 41
表4-5 顧客認知的服務品質構面之因素分析...................................................... 41
表4-6 保單商品設計與組合特性之KMO 值及Bartlett 球形檢定..................... 42
表4-7 保單商品設計與組合特性之因素分析...................................................... 42
表4-8 關係行銷各構面信度分析.......................................................................... 43
表4-9 保單商品設計與組合特性各構面信度分析.............................................. 44
表4-10 關係品質各構面信度分析........................................................................ 44
表4-11 各變數間之相關分析彙整表.................................................................... 47
表4-12 關係行銷對關係品質之迴歸分析彙整表................................................ 48
表4-13 關係行銷構面對顧客信任之複迴歸分析彙整表.................................... 49
表4-14 關係行銷構面對顧客滿意之複迴歸分析彙整表.................................... 49
表4-15 關係銷售行為的因素構面對顧客信任之複迴歸分析彙整表................ 50
表4-16 關係銷售行為的因素構面對顧客滿意之複迴歸分析彙整表................ 51
表4-17 保單商品設計與組合特性對關係品質之迴歸分析彙整表.................... 52

表4-18 保單商品設計與組合特性構面對顧客信任之複迴歸分析彙整表........ 52
表4-19 保單商品設計與組合特性構面對顧客滿意之複迴歸分析彙整表........ 53
表4-20 多樣性與關係銷售行為對顧客信任之階層迴歸分析............................ 54
表4-21 多樣性與關係銷售行為對顧客滿意之階層迴歸分析............................ 55
表4-22 多樣性與個人特質相似性對顧客滿意之階層迴歸分析........................ 57
表4-23 多樣性與顧客認知的服務品質對顧客信任之階層迴歸分析................ 58
表4-24 多樣性與顧客認知的服務品質對顧客滿意之階層迴歸分析................ 59
表4-25 多樣性與公司形象對顧客信任之階層迴歸分析.................................... 59
表4-26 多樣性與公司形象對顧客滿意之階層迴歸分析.................................... 60
表4-27 創新性與關係銷售行為對顧客信任之階層迴歸分析............................ 61
表4-28 創新性與關係銷售行為對顧客滿意之階層迴歸分析............................ 63
表4-29 創新性與個人特質相似性對顧客滿意之階層迴歸分析........................ 64
表4-30 創新性與顧客認知的服務品質對顧客信任之階層迴歸分析................ 65
表4-31 創新性與顧客認知的服務品質對顧客滿意之階層迴歸分析................ 66
表4-32 創新性與公司形象對顧客信任之階層迴歸分析.................................... 67
表4-33 創新性與公司形象對顧客滿意之階層迴歸分析.................................... 69
表4-34 關係行銷各構面與創新性交互作用對顧客滿意之VIF 分析................ 70
表4-35 有用性與關係銷售行為對顧客信任之階層迴歸分析............................ 71
表4-36 有用性與關係銷售行為對顧客滿意之階層迴歸分析............................ 72
表4-37 有用性與個人特質相似性對顧客滿意之階層迴歸分析........................ 73
表4-38 有用性與顧客認知的服務品質對顧客信任之階層迴歸分析................ 75
表4-39 有用性與顧客認知的服務品質對顧客滿意之階層迴歸分析................ 76
表4-40 有用性與公司形象對顧客信任之階層迴歸分析.................................... 77
表4-41 有用性與公司形象對顧客滿意之階層迴歸分析.................................... 78
表4-42 研究假設之驗證結果彙整表.................................................................... 79

圖 次
圖1-1 研究流程圖.................................................................................................... 6
圖2-1 關係品質模式................................................................................................ 8
圖2-2 ECSI 基礎模式.............................................................................................. 9
圖3-1 因素分析後之研究架構.............................................................................. 27

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