人壽保險業增進顧客滿意度之研究－－以行動應用程式服務實證分析

The Study of Life Insurers Enhance Customer Satisfaction: an Empirical Analysis from Mobile Application (App) Service

本研究旨在探討消費者使用壽險行動App服務對顧客滿意度的影響，藉由問卷調查方法蒐集實證資料，以已購買人壽保險且使用過壽險App服務的消費者為對象，採用立意抽樣。透過複迴歸以及路徑分析對研究假設進行驗證。研究結果發現：（1）壽險App服務之相容性認知、知覺易用性、知覺有趣性對有知覺有用性有顯著正向影響，（2）消費者使用壽險App服務時的知覺有用性、知覺易用性與知覺有趣性對顧客滿意度有顯著正向影響。（3）知覺易用性、相容性認知及知覺有趣性將透過知覺有用性間接影響顧客滿意度。本研究實證結果對壽險業之顧客關係管理與顧客滿意度的提昇具有實務上之應用。

The purpose of this study is to investigate the effect on consumers’ satisfaction in life insurers’ mobile application (App) services. The study based on questionnaire survey and the subjects are consumers which have purchased insurance and used life insurers’ App service. Purposive sampling method was used to collect primary data. The data is analyzed through multiple regression and path analyses to test the hypotheses. The research findings are as follows:(1) Consumers’ compatibility of cognitive, perceived ease of use and perceived playfulness significantly affected perceived usefulness.(2) Consumers’ perceived usefulness, perceived ease of use and perceived playfulness significantly affected customer satisfaction.(3) Consumers’ perceived ease of use, compatibility of cognitive and perceived playfulness can indirectly influence customer satisfaction through perceived usefulness. The empirical results have practical implications for reinforces customer relationship management and enhance customer satisfaction of life insurance industry.