壽險經紀人企業形象與服務補救對顧客忠誠度之實證研究

The Impact of Corporate Image and Service Recovery on Customer Loyalty: An Empirical Study on the Life Insurance Brokers

本研究旨在探討壽險經紀人企業形象、服務補救對顧客忠誠度之關係。藉由立意抽樣取得251份顧客的有效問卷，有效問卷回收率為71.7%，採用複迴歸分析來檢定研究假說。研究結果發現：(1)壽險經紀人企業形象對顧客滿意與顧客忠誠度有顯著正向影響。(2)壽險經紀人服務補救對顧客滿意與顧客忠誠度亦有顯著正向影響。(3)顧客滿意分別在壽險經紀人企業形象、服務補救對顧客忠誠度具有部份中介影響效果。本研究結果對台灣壽險經紀人具有實務之應用。

This study aims to investigate the corporate image of the life insurance brokers and their service recovery on customer loyalty. By using purposive sampling, this study retrieved a total of 251 effective samples, the effective respond rate was 71.7%. Multiple regression analyses were then applied to test the hypotheses. The research findings are as follows: (1) the corporate image of life insurance brokers has significant and positive effects on customer satisfaction and customer loyalty; (2) the life insurance brokers' service recovery has significant and positive impacts on customer satisfaction and customer loyalty; (3) customer satisfaction has a partial mediating effect among the life insurance brokers' corporate image, service recovery and customer loyalty. Our empirical results have practical implications for life insurance brokers in Taiwan.