體驗行銷對顧客滿意度與顧客忠誠度影響之研究——以壽險公司服務中心為例

The Effect of Experiential Marketing on Customer Satisfaction and Customer Loyalty：The Case of Service Centers in Life Insurance Company

「體驗行銷」儼然已逐漸為市場主流，壽險業應提供多元化且獨特的服務，以超越顧客的期望，藉以滿足顧客體驗與需求，達到提升顧客滿意度與忠誠度之目的。本研究主要藉由保戶利用服務中心辦理業務，探討實際的體驗行銷與滿意度及忠誠度之關係。本研究透過502份壽險公司保戶的有效問卷，經迴歸分析研究結果顯示體驗行銷對顧客滿意度與顧客忠誠度具有顯著正相關，說明給予正面的情感與感受及提升品牌形象，有效提升顧客滿意度與忠誠度。再者，顧客滿意度對顧客忠誠度具有顯著正相關，說明保戶對客服人員的服務過程愈滿意，其顧客忠誠度愈高。整體而言，本研究對於保險業可提供重要的實務意涵。

'Experiential marketing'' has obviously become the market mainstream. This paper investigated the experiences of clients at the service centers, in order to discuss the influences of marketing experience on customer satisfaction and loyalty. Regression analysis was conducted on the basis of the survey questionnaires collected from 502 customers. Results shows that experience marketing has a significant positive relation between the customer satisfaction and customer loyalty, explain positive emotions and feelings and enhance brand image, effectively improve customer satisfaction and loyalty. In addition, customer satisfaction has a significant positive relation with the customer loyalty, explain that the more satisfied the policyholders are with the customer service staff, the higher their customer loyalty. The important practical implications are provided for insurance industry.