財產保險業服務創新、體驗行銷對再購意願之影響：以顧客滿意度為中介變數

Examining the Effects of Property-liability Insurance Service Innovation, Experiential Marketing on Repurchase Intention: The Mediating Role of Customer Satisfaction

本研究旨在探討消費者對財產保險業服務創新、體驗行銷對再購意願之影響。本 研究透過309份有效問卷，經由多元迴歸分析檢驗假說。結果發現服務創新之服務傳 遞與技術選擇對再購意願有顯著正向影響，體驗行銷之情感、思考及關聯體驗對再購 意願亦顯著正向影響，另服務創新及體驗行銷對顧客滿意度亦有顯著正向關係，實證 結果進一步確認顧客滿意分別為服務創新、體驗行銷對再購意願的中介變數。整體而 言，本研究對財產保險業者服務創新及體驗行銷提供實務之參考，鼓勵財產保險業者 加強擴大服務創新、並聯合增進顧客體驗經驗共同來提升顧客滿意度增加顧客再購買 意願。

This study aims to investigate the effects of service innovation, experiential marketing on repurchase intentions in the property-liability (P-L) insurance. Multiple regression analysis was conducted on the basis of the survey questionnaires collected from 309 customers. The results found that service delivery and technology options have a significant positive impact on repurchase intention. Also, feel experience, think experience, and relate experience have significant positive impact on repurchase intention. In addition, service innovation and experiential marketing also have a significant positive relationship on customer satisfaction. Furthermore, customer satisfaction has a mediating effect among the service innovation, experiential marketing and repurchase intention. Overall, this study provides practical reference for service innovation and experience marketing of P-L insurers, and encourages insurers to strengthen service innovation and enhance customer experience and improve customer satisfaction to increase customer's repurchase intention.