臺灣博碩士論文加值系統

隨著時代的變遷以及銀行保險通路之興起，顧客選擇透過銀行端購買保險商品不再以企業形象為首要考量，對於銀行行員與理財專員是否具有充足之專業能力也已列為主要考慮因素，而服務品質之要求也有所差距，因此根據文獻回顧來探討銀行在兼營保險商品時，其影響服務品質、顧客滿意度與顧客忠誠度之主要因素並以交易成本理論觀點為基礎。本研究旨在探究影響顧客購買銀行保險商品之主要因素以及如何提升銀行保險通路之忠誠度。研究對象以以大台中主要八個行政區（中區、東區、西區、南區、北區、西屯區、南屯區、北屯區）曾購買過銀行保險商品的客戶為研究對象，採分層隨機抽樣共獲得有效樣本285份，最後以結構方程式進行相關分析。實證結果顯示在技術品質構面之搜尋成本、整體滿意度構面之議價成本與顧客忠誠度之監督成本相對都降低的情況下，顧客會更趨於選擇向銀行端購買保險商品。最後根據研究結果提出建議，並提供銀行業者管理上之參考。

With times changing and bancassurance channels rising, people’s primary consideration of buying insurance products through banks is no longer corporate image. Whether bank tellers and financial consultants are equipped with sufficient expertise is also listed as main concern, and the demand for service quality is different too. Therefore, we discuss banks selling insurance products by literature reviews, to see the key factors influencing customer satisfaction and loyalty, based on Transaction Cost Theory. This study aims to investigate the main factors that influence customers’ decisions in purchasing bancassurance products, and how customer loyalty towards bancassurance channels can be enhanced. Subjects of the research are customers who have purchased bancassurance products before and who live in the eight main administrative regions in Taichung, namely Central District, Eastern District, Western District, Southern District, Northern District, Hsitun District, Nantun District, and Beitun District. A total of 285 valid samples were obtained through stratified random sampling, to be further analyzed for correlation by structural equation. The empirical results show that when the search cost of technical quality dimension, the bargaining cost of overall satisfaction dimension, and the monitoring cost of customer loyalty dimension are all relatively lowered down, customers tend to choose to purchase more insurance products from banks. The ultimate purpose of the research is to make recommendations based on its results to the banking industry for their reference in management.

　　　　　　　　　　　　　目錄
摘要...........................................................................................................I
Abstract.....................................................................................................II
誌謝...........................................................................................................III
目錄...........................................................................................................IV
表目錄.......................................................................................................V
圖目錄.......................................................................................................VI
第壹章　緒論...........................................................................................1
　　第一節　研究背景與動機...............................................................1
　　第二節　研究目的...........................................................................5
第貳章　文獻回顧與假說推導...............................................................6
　　第一節　銀行保險相關文獻...........................................................6
　　第二節　交易成本理論...................................................................9
　　第三節　服務品質相關文獻...........................................................11
　　第四節　顧客滿意度相關文獻.......................................................14
　　第五節　顧客忠誠度相關文獻.......................................................16
　　第六節　服務品質、顧客滿意度與顧客忠誠度之間關聯性.......18
第参章　研究方法...................................................................................22
　　第一節　資料搜集與樣本...............................................................22
　　第二節　研究變數之操作性定義...................................................26
　　第三節　資料分析方法...................................................................27
第肆章　實證結果...................................................................................27
　　第一節　驗證性因素分析...............................................................27
　　第二節　結構模型分析...................................................................34
第伍章　討論與結論...............................................................................40
　　第一節　討論...................................................................................40
　　第二節　結論...................................................................................43
參考文獻...................................................................................................44
附錄 – 問卷...............................................................................................51

　　　　　　　　　　　　　表目錄
表2-1顧客忠誠度之衡量構面.................................................................17
表3-1問卷構念、變數與問項設計彙整表.............................................22
表3-2問卷發放數量表.............................................................................23
表3-3有效樣本之樣本分析.....................................................................24
表4-1服務品質衡量模式分析.................................................................28
表4-1服務品質衡量模式分析(續)..........................................................29
表4-2服務品質三構面間之相關係數.....................................................29
表4-3服務品質驗證性分析之指標值分析結果.....................................30
表4-4顧客滿意度衡量模式分析.............................................................31
表4-5顧客忠誠度衡量模式分析.............................................................32
表4-6整體衡量模式分析.........................................................................33
表4-7整體結構模式之評鑑指標值.........................................................34
表4-8結構模型路徑分析效果分解表.....................................................37
表4-9本研究假說彙整表.........................................................................39

　　　　　　　　　　　　　圖目錄
圖1-1業務員與銀行保險通路近5年之新契約保費收入與比率...........4
圖2-1Gronroos（1984）整體認知服務品質模式..............................13
圖2-2研究架構圖.....................................................................................21
圖4-1服務品質、顧客滿意度與顧客忠誠度關係模型路徑圖.............38

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