| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 97 === The ratio of people in Taiwan insured life or annuity product is up to 270%. Furthermore, with consumer and market’s requirement, Bancassurence becomes a popular financial product in recently years. However, banks were in face of unknown financial tsunami derived from America in 2007, and also resulted in many international famous banks bankrupted, economic depression, and internal banks also not escaped. Unexpected customers’ complainant and distrust arose in the financial environment. Could this situation influence customer purchasing intention of buying Bancassurance?
How is the development in bancauusrance industry?
The purpose of this research is to study how service quality, customer trust influence customer purchasing intention. This study which is based Bancassurance, and through study of connection of three variables, is to define their relationship to offer banking reference in managing.
The fit test of the structural equation model shows that this research’s theory model satisfies the standard of the fit test. It demonstrates that the theory model of this research is supported. It is concluded that Influential Relationship does exist among these three factors: service quality, customer trust, customer purchasing intention.
The significant conclusions obtained in this study are:
1. Service quality effect customer turst.
2. Customer trust significant effect customer purchasing intention.
3. Customer trust is an intervening variable between service quality and customer purchasing intention.
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