The Impact of Service Quality, Corporate Image, and Perceived Values on Customers' Repurchase Intention of Insurance Products

• Main Authors: Wan-Miao Tseng, 曾婉妙
• Other Authors: Liaw Horng-Twu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/14668706820979495807

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 104 === Because of the low birth rate and the trend of population ageing in Taiwan, the Government promotes the universal health care, and people increased the sense of urgency, through buying the commercial insurance. According to the Life Insurance Association of the Republic of China, the life insurance and annuity insurance rates have reached up to 200% in Taiwan and Fujian area in 2008. With the law and economic environment insurance sale accesses are more multiple, every insurance company needs to enhance its competitiveness to gain sustainable operation. This study aims to explore the impact of the service quality the image of the insurance industry, the customer perceived value and the repurchase intention. This study adopts a random sample survey, descriptive statistical analysis data analysis, item analysis, reliability analysis, factor analysis, independent t-test, one-way ANOVA, analysis and regression analysis. The results show that service quality and corporate image of the insurance industry, will affect the willingness of consumers to buy again, the perceived value will also affect insurance product to repurchase intention. According to the results, most customers are satisfied with their current insurance company in service quality and the image of the insurance industry. Insurance companies are advised to emphasize differentiated services to improve service quality, to participate in public welfare activities to enhance the corporate image and product design to be more in line with consumer needs to create sustainable business concept.