| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 104 === Taiwanese insurance company has strongly impacted by market storm during the past two decades. Some of them growth and some of them decline. Especially, the financial storm impacted Taiwan economic for a hundred years scarcely. That brushes Taiwanese insurance firm with new setting, Merger & Acquisition, fall back and/or take over by other companies. Nevertheless, those companies sales volume has grown 10 times then the last 20 years. What makes these firms growth? Is that the brand image, the value equity, or the relationship equity influence consumers’ purchase intention? This study takes the insurance magazine’s appraisal of performance to evaluate the best known, best claim service, best salesmen and the worth recommendation firm of ranking. The research explores from the angle of customer equity as the key factors.
Recently, Taiwanese insurance firms have been changed hugely. In order to close the market, the study selects the top 5 best financial asset out of 24 other insurance firms. Meanwhile, the study focus on customer equity which includes brand equity, value equity, relationship equity and brand image to explore the key factors that affects customer purchase intention. The study compare with data from the magazine survey and expert visiting opinion as research information.
The study compare with crossover of the data and expert opinion, the finding of the research is that brand equity, value equity and relationship equity all positively affect consumer purchase intention. Other words, the higher brand equity, the higher value equity, the higher relationship equity and the more purchase intention. The result can be offered to academic and practical industry reference.
Keywords: Brand Equity, Brand Image, Value Equity, Relationship Equity, Purchase Intention.
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