| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 99 === Abstract
There are several brands in the insurance market. Consumers evaluate the brand image result in the different opinions. Several firms use marketing strategy to stimulate the purchase of the consumer. However, this is major issue whther the purchase willingness can be determined by implementing marketing activities. The purpose of research is to examine the relationship of product knowledge, perceived risk, perceived value, customer satisfaction & customer loyalty. The research uses personal interview to collect data. Accordingly, the statistical analysis method will adopt descriptive statistics, reliability analysis, factor analysis & regression analysis to test research hypotheses. The research results will be discussed.
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