從顧客知覺關係利益觀點探討壽險業顧客關係加強努力對關係結果之影響

The Impacts of Relation-Enhancing Efforts on Relational Outcomes in the Life Insurance Industry-- The Customer’s Relational Benefit Perspective

在愈趨競爭的壽險市場裡，服務業者與顧客維持長期關係以確保顧客忠誠，是其經營的重要目標之一。本研究之目的即從顧客知覺關係利益的信心利益角度，探討企業的顧客關係加強努力對關係結果之影響，並檢驗顧客知覺信心利益所扮演的角色。本研究以台灣壽險公司客戶為對象，並分為對業務人員與對企業二層面進行調查。顧客關係加強努力包括人員面的關係銷售行為和道德行為，及企業面的關係投資活動和公司聲譽；顧客知覺關係利益採信心利益為衡量構念；關係結果則包括顧客滿意和顧客忠誠。結果發現：（一）、在顧客關係加強努力四構念中，唯有關係銷售行為對顧客滿意具顯著直接影響，其餘三者均無顯著直接影響，但透過顧客知覺信心利益，則顧客關係加強努力四構念對顧客滿意及對顧客忠誠皆具顯著間接影響效果，其中關係銷售行為對業務人員忠誠、公司聲譽對企業忠誠分別具最大間接影響效果。（二）、顧客對業務人員滿意和對企業滿意，皆與對企業忠誠無顯著影響，但顧客由對業務人員滿意，進而顯著影響對企業滿意及對業務人員忠誠，且透過對業務人員忠誠進而對企業忠誠。此結果意謂，顧客知覺信心利益是一重要影響因素，且業務人員是維繫顧客對企業忠誠的關鍵角色，故壽險業者對優質業務人員應有其留才策略，並在顧客關係加強努力上更多著墨，以提升顧客知覺信心關係利益，鞏固其忠誠度。

This paper examines the effects of a firm’s relation-enhancing efforts on relational outcomes, and further examines the role of the customer’s perceived relational benefits. An integrated model is proposed, in which measures of relationenhancing efforts include salespeople’s relational selling behavior and ethical behavior, as well as firm’s relational investment activities and corporate reputation; customer’s perceived relational benefits take confidence benefits; relational outcomes include customer satisfaction and loyalty. The following results are found：1) Among a firm’s relationenhancing efforts, only salespeople’s relational selling behavior has a positive and direct effect on satisfaction with salespeople, the other parties have no significant direct effect on satisfaction. But, a firm’s relation-enhancing efforts do have positive indirect effects on customer satisfaction and loyalty through the customer’s perceived confidence benefits. Relational selling behaviors make a strongest effect on loyalty to salespeople and corporate reputation has a strongest effect on loyalty to firm. 2) Customer satisfaction with both salespeople and the firm has an insignificant effect on loyalty to firm. Customer satisfaction with salespeople, however, does have a positive effect on both satisfaction with the firm and loyalty to salespeople, and loyalty to firm is developed through loyalty to salespeople. These results imply that the customer’s perceived confidence benefits play an important indirect role and that salespeople are the key for customer loyalty to a firm. Therefore, this paper suggests that, to develop customer loyalty, life insurance firms should pay more attention to retaining their excellent salespeople and to enhancing the customer’s perception of confidence benefits.