| Summary: | 碩士 === 國立政治大學 === 行政管理碩士學程 === 107 === Customers have always been regarded as the most important resources of the company, especially in the increasingly competitive life insurance market, maintaining a good long-term relationship with customers and creating customer satisfaction, thereby enhancing customer loyalty, in order to achieve the purpose of sustainable business. Consumer finance life insurance is the most important issue in the industry. The purpose of the study is to explore the relationship between the quality of service on consumers, the satisfaction and the loyalty of customers in an insurance company. The study shall use relevant literature to investigate theoretical basis and establish research structure as well as design of research tools. Stratified random sampling is used on the industry customers for examination. A total of 250 questionnaires were sent out with 242 collected. 236 are effective samples with effective response rate at 94.4%. Data analysis is conducted upon effective samples using statistical methods such as Descriptive statistics, and Pearson Correlation. Statistical analysis inductions on main research findings yield the following conclusions:
1. The quality of service has a significant positive impact on customer satisfaction.
2. The quality of service has a significant positive impact on the loyalty of customer.
3. Customer’ satisfaction has a significant positive impact on the loyalty of customer.
Based on the conclusions of the study, recommendations are provided, including:
1. Provide financial life insurance products that are more in line with consumer needs.
2. Improve the differences in their own financial life insurance products, in order to strengthen the segmentation of consumer market.
3. Fully understand the quality of service for consumers may be inclined to performance and problems, and provide relative assistance.
4. To strengthen consumer’ satisfaction that makes more positive impact on the loyalty of customer.
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