| Summary: | 碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 98 === Insurance industry in Taiwan is a specially admitted business under the strict governmental control and protection. After more than four decades’ development, the competition between each non-life insurers become fiercer in the aftermath of Phase III of tariff liberalization implemented officially from 1 April 2009. How to break through the vicious cycle and seek for enterprise sustainability are the crucial and hot topics among the high-product-homogeneous and cut-pricing-oriented insurance carriers.
This study focus on the motor policyholders through correlation between the service brand equity, customer switching costs, customer switching incentives and customer’s lifetime value, in a bid to find out the key considerations of how the customers select the insurance company for their first motor insurance policy and renewals. In the meantime, expect this study can facilitate the insurance carriers to understand the customers’ intentions of changing insurance company and behavior pattern. Under the proper competitive strategies, the company manages to attract the customers, maintain their loyalty and repurchase; furthermore, through word of mouth, continually elevate the customer lifetime value to achieve the sustainable and profitable enterprise goal.
This study result shows that service brand equity, including perception quality and consumption experience brand identification, and customer-switching costs mirror the customer lifetime value significantly. In view of the influences of demographic variables on the customer lifetime value, there are differences existing in non-life insurance industry in terms of occupation, income, insurance period, insurance channel and insurance coverage. In addition to the case study, this study maps up company’s customer segmentation, explores the marketing insight, researches discoveries and comes up with the marketing strategies and recommendations for insurers’ reference.
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