公司及銷售人員關係行銷、關係品質與顧客忠誠度之研究─以壽險客戶為例

Abstract

隨著壽險業競爭的加劇，帶來顧客忠誠度的降低，壽險公司開始體認到爭取新顧客固然重要，留住現有顧客更是重要，因此經營者必須思考如何與顧客建立長期關係的策略，而這正是推行關係行銷的目的。過去文獻很少將聲譽、關係投資與關係利益等公司的關係行銷，與銷售人員的關係行銷做結合，因此，本研究特別分為公司及銷售人員兩個角度，探討關係行銷、關係品質與顧客忠誠度三者的關係。

本研究發現：關係利益與公司關係品質之間相關性最高，而企業聲譽和關係投資亦有正向關係存在。合作意願與銷售人員關係品質之間相關性最高，而專業知識、互動強度、相似性和相互揭露亦有正向關係存在。公司關係品質與顧客忠誠度的相關性，高於銷售人員關係品質。各個變數在性別、年齡、學歷和個人每月平均收入上沒有顯著差異，婚姻僅有低度差異，但在職業上部份有高度的顯著差異，整體而言，相對於製造業與學生，自由業有較高的同意程度。

As the increasing competition in the life insurance industry, it will result in lower customer loyalty. Life insurance companies start to relize that keeping current customers is more important than endeavoring to have new customers. As a result, a business manager has to think about how to build the stategy of long-term relationship with customers. That is the pupose that we have to carry out relationship marketing. The literature in the past seldom combines the relationship marketing of company, such as reputation, relationship investment and relationship interest, with the relationship marketing of salespeople. Therefore, this research differentiates particularly between company and salespeople to discuss with relationship marketing, relationship quality and customer loyalty.

This research finds that: the correlation between relationship benefit and company’s relationship quality is the highest. Reputation and relationship investment have positive correlation with company’s relationship quality. The correlation between cooperative intention and salespeople’s relationship quality is the highest. Expertise, interaction intensity, similarity and matual disclosure have positive correlation with salespeople’s relationship quality. The relationship quality of company in customer loyalty is more related than the relationship quality of salespeople. For all variables, there is no significant influence in gender, age, education and personal income per month. There is lower significant in marriage and higher significant in carreer. As a whole, there is higher agreement in people of service industry than manufacturing and student.