The Effects of Consumer Service Expectation Factors, Customized Service Contents and Types on Customer Satisfaction and Loyalty– As an Example of the Automobile Insurance

• Main Authors: Shan-Cheng Hu, 胡善進
• Other Authors: Hsin-Hsin Chang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/77226304877546547040

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 92 === Abstract 　　In recent years, the concept of customization has been deeply applied in various industries, no mater in products’ promotion, marketing service, and customer relationship management. Most of the industries not only pay attention on how to attract more customers while the new products are available in the market, but also on customers’ repurchasing behavior. The business of insurance, insurance holder’s renewing of his insurance has a magnificent effect on a company’s business achievement. As a result, the old customers’ satisfaction and willingness of renewing should be valued, brining the company with substantial profit. When an insurance is expired, the decision to renew it or not depends on the evaluation of a company makes to its customers. The tendency of “customization” provides a new viewpoint – the most effective way for an entrepreneur to promote its business and to expand its market share is to get its customers’ identity, to develop a good long-term relationship among customers, and to promote service’ value. This research mainly focuses on customization. Based on domestic and foreign references, the research framework is hence developed. The hypothesis proposed here is that the results from expectation held by a insurance customer to “Tangible service promises,” “Intangible service promises,” “Word of mouth,” “Past experience,” and “Organizational size” will affect “Price policy,” “Attributes of product,” “service encounter,” and “service quality” will lead different levels of satisfaction, which in turn will influence the customers’ willingness to repurchasing the service or their loyalty to a company. We hope this research focusing on the interrelationship among the contents of customization, customer satisfaction, willingness of re-purchasing and loyalty would help people with a comprehensive understanding on the important consideration that customers take while renewing his or her insurance. We hope that the analytical results would serve as a reference for insurance company to establish effective marketing strategies in the future. Consequently, the key research conclusions were stated as follows: 1. The expectations of customers and the customized contents are positively related. 2. The customized contents and the customer satisfaction or customer loyalty are positively related. 3. The types of different customers will have an effect on their satisfaction and loyalty. 4. When providing the customization of automobiles insurance, the customer satisfaction and the customer loyalty are positively related. 5. Before getting higher customer loyalty, the customer satisfaction must be arrived in the automobiles insurance of customization.