Customer switching behavior in Taiwan’s life insurance industry: the role of salesperson customer orientation

• Main Authors: Yueh-Cheng Chen, 陳岳呈
• Other Authors: Lu-Ming Tseng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/77470765436307939693

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