The study on influence of relation quality and management efficacy for customer relationship － A Case Study of Customers of a Life Insurance Company

• Main Authors: Liu Chia Chin, 劉嘉欽
• Other Authors: Ying-Feng Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/51851121517136659280

碩士 === 樹德科技大學 === 金融與風險管理所 === 97 === With enforcement of Financial Holding Company Act, banks are permitted to sell insurance merchandises, which completely change the scenario of distribution channels. Facing global and Internet competition, the insurance sectors concern about understanding customers, providing customized service, lifting service quality to maintain satisfaction and loyalty as well establishing mutual trust to create values. As a result, it is critical for the insurance sectors to lift operational efficacy by studying management efficacy for customer relationship. The study made use of questionnaires to examine customers in Tainan and Kaohsiung. The following approach included descriptive statistics, correlation analysis and LISREL in order to explore professional competency, correlation between customer-orientation and attitude & behavior loyalty in terms of relationship quality and management efficacy for customer relationship and the study result can be used for future decision-making. The result of this study shows professional competency and customer-orientation positively affect relationship quality while relationship quality also has significantly positive influence on attitude & behavior loyalty. In addition, attitude loyalty has positive significance on behavior loyalty.