| Summary: | 碩士 === 逢甲大學 === 風險管理與保險學系 === 102 === In the insurance industry, customer switch behavior is an important issue because a high customer switch rate will definitely damage the interests of insurers. The current study is to investigate the concepts of customer orientation and sales orientation as moderating variables in the relationship between customers’ satisfaction and customers’ intention to engage in switch behaviors. A questionnaire survey was conducted to test the hypotheses, which was analyzed with regression models. The sample represented in the study only includes the life insurance customers. The results show that customer perception of salesperson sales orientation had stronger moderating impacts on the relationship between the customers’ satisfaction and customers’ intention to engage in switch behaviors than customer perception of salesperson customer orientation. The result indicates that customer perception of salesperson sales orientation could enhance customer switch behaviors .
Keywords: insurance, customer switch, customer orientation, sales orientation, satisfaction
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