| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 100 === ABSTRACT
Facing the changes of financial environment, people’s demands of insurance are increasing in recent years. Life insurance companies have diversified their products to cater to customers’ needs. Nevertheless, differences among insurance products are reducing though new products are introduced constantly to cope with the severe competition in the market. In order to maintain the profitability and market share, life insurance companies are all devoted to develop repurchase market.
After synthesizing researches of scholars and experts in the past, this research is going to examine and discuss what factors result in customers’ repurchase intention and the reasons. Case study approach will be adopted to meet three goals. First, to discuss the impacts on repurchase that life insurance companies would bring. Second, to analyze the influences upon customers’ repurchase that salespersons’ moral and images would do. Third, to propose suggestions for customer service of life insurance companies and product innovation.
In the research, it is found that good corporation image, salesperson’s image and professional knowledge would affect customers’ repurchase intention and there is positive correlation among salespersons’ service quality, innovated products, ustomers satisfaction and repurchase.
Finally, it is hoped that the discoveries of the research would play as references for domestic life insurance industry in marketing in the future.
|
|---|
