A STUDY OF LIFE INSURANCE SERVICE MARKETING STRATEGY---AN EXAMPLE OF CATHAY LIFE INSURANCE CO. LTD.

• Main Authors: SHIANG-FU LIN, 林祥複
• Other Authors: TAI-HWA CHOW
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/24176221478406944940

碩士 === 國立中山大學 === 企業管理學系 === 88 === This study selects domestic life insurance company-Cathay Life as an example to do the research on relationship among "Customer Perceived Perception", "Customer Satisfaction","Customer Organizational Commitment"and "Service Recorery Expectations"for making marketing strategy. The survey is focused on the policy holder above 14 years old of Cathay Life in Taichung area, utilizing SPSS System to analyse the relationship among"Customer Perceived Perception", "Customer Satisfaction", "Customer Organizational Commitment " and "Service Recovery Expectations". Main findings of this study are listed as follows: 1.Customer Perceived Perception is related positively to Customer Satisfaction, and also has influence. 2.Customer Satisfaction is related positively to Customer Organizational Commitment, and also has influence. 3.Customer Satisfaction is related positively to Service Recorey Expectations, and also has influence. 4.Customer Perceived Perception is related positively to Customer Organizational Commitment, and also has influence. 5.Customer Perceived Perception is related positively to Service Recovery Expectations , but has no influence. 6.Customer Organizational commitment is related positively to Service Recovery Expectations, and also has influence.