A Study on the Relationship among Customers’ Value, Satisfaction and Loyalty – an Example of Bank’s Insurance Product Customers

• Main Authors: Yen-ju Chiu, 瞿燕如
• Other Authors: Kai-chieh Chia
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/25536321738703989862

碩士 === 東吳大學 === 企業管理學系 === 98 === Due to internationalization and liberalization of Taiwan financial market in recent years, competition among local banks increased, while margins of loan declined continuously. In this circumstance, the revenue from operation charges, e.g. premium, is more important than before. Driven by the external environment competition and the natural advantages, banks have also changed their business strategy to focus on banking insurance market. Although it is good for local banks tapping into insurance, the challenge is to enhance their own competitive advantages, because the insurance products can be easily imitated. This thesis is aim to enhance performance and competitive advantages of bank’s insurance business. The commercial bank, as one of financial service industry, customers’ satisfaction and loyalty are critical to the performance. To verify the relationships among customer value, customer satisfaction and customer loyalty, this study explores people with the experiences of purchasing insurance from bank by questionnaire survey. In addition, this study attempts to help local bank’s insurance business as well as to enhance their service quality. Structural equation model (SEM) is performed to evaluate the hypothesized relationship among customer value, customer satisfaction and customer loyalty. The results are as follows: (1) product value significantly affects customer satisfaction, (2) service value significantly affects customer loyalty, and (3) customer satisfaction significantly affects customer loyalty. The result shows that customer value has some of the positive influences on customer loyalty, and, customer satisfaction, as expected, has significant impact on customer loyalty. Finally, this study recommends some practical references to help local banks improve their competitiveness of insurance business.