The effects of business etiquette and customer orientation on the insurance customer’s satisfaction

• Main Authors: yen-chih Huang, 黃彥智
• Other Authors: 曾鹿鳴
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/y8f3nj

碩士 === 逢甲大學 === 風險管理與保險學系 === 103 === There has been a lack of studies to examine the potential effects of salesperson etiquette that have had on customer satisfaction. By using Taiwan’s insurance customers as a research sample, this study examines the effects of salesperson etiquette and customer orientation on customer satisfaction. The study further checks how the customers’ perception of salesperson etiquette is affected by salespeople’s customer orientation. Data were collected from the insurance customers in Taiwan, and Partial Least Squares (PLS) analysis was used to examine the hypotheses. The results showed that salesperson etiquette and customer orientation were positively related to customer satisfaction. Not only that, it was found that salesperson etiquette mediated the relationship between customer’s perception of salesperson customer orientation and customer satisfaction. The study may provide some implications for insurance companies.