臺灣博碩士論文加值系統

若干文獻指出滿意度為影響顧客留存意願的重要因素，然而滿意度高的顧客未必續留，滿意低的顧客未必離開，可見滿意度與其留存意願之間必然存在若干干擾變數。
本文主要探討顧客滿意度、轉換成本、信任與品牌偏好與顧客留存意願之間的關係，並檢驗轉換成本、信任與品牌偏好於顧客滿意度與留存意願之間的干擾效果。本研究以台灣壽險業為例，取得432份壽險業顧客的有效問卷，並以迴歸分析檢驗相關變數的主效果與干擾效果。實證結果顯示滿意度、轉換成本與信任皆會正向影響顧客留存意願，然轉換成本愈高則會弱化滿意度對顧客留存意願的影響效果。另外，本研究則發現顧客對於品牌的偏好程度並不會影響顧客留存意願。整體而言，本研究對於壽險業可提供若干行銷建議。

Some papers indicated that customer satisfaction is an important factor in determining customer retention. However satisfied customers are not necessarily retained, and unsatisfied customers do not necessarily leave. Thus some moderating variables could exist in the relationship between customer satisfaction and retention.
This research discusses the relationship between customer satisfaction, switching cost, trust, brand preference and retention. We also test the moderating effect of switching cost, trust and brand preference between customer satisfaction and retention. This study employees Life Insurance companies as an example, and 432 effective questionnaires from insurer’s customers were obtained. Regression analysis was used to determine the main and moderating effect of related variables. Empirical results show that customer satisfaction, switching cost and trust have positive relationship with the customer retention. However, high levels of switching cost will weaken the effect of customer satisfaction on loyalty. Another, we also found no relationship between brand preference and customer loyalty. Overall, the results of this study could provide some marketing implications to Insurance Industry.

目 錄
中文摘要....................................................... I
英文摘要...................................................... II
誌謝......................................................... III
目錄.......................................................... IV
表目錄......................................................... V
圖目錄........................................................ VI

第一章 緒論
第一節 研究動機.............................................................................................1
第二節 研究目的.............................................................................................3
第三節 研究對象與範圍.................................................................................4
第四節 研究流程.............................................................................................4
第二章 文獻回顧與研究假說
第一節 滿意度與顧客留存意願.....................................................................7
第二節 轉換成本與顧客留存意願.................................................................8
第三節 信任與顧客留存意願.........................................................................9
第四節 品牌偏好與顧客留存意願.................................................................10
第三章 研究方法
第一節 研究架構.............................................................................................13
第二節 問卷設計.............................................................................................13
第三節 控制變數.............................................................................................14
第四節 資料分析方法.....................................................................................15
第四章 研究結果
第一節 敘述性統計.........................................................................................21
第二節 信效度分析.........................................................................................30
第三節 因素分析.............................................................................................33
第四節 迴歸分析.............................................................................................34
第五章 結論與建議
第一節 結論.....................................................................................................41
第二節 研究建議.............................................................................................43
第三節 後續研究方向.....................................................................................44


表目錄
表2-1 文獻假說歸納表......................................................................................12
表4-1 樣本性別分析表......................................................................................21
表4-2 樣本年齡分析表......................................................................................22
表4-3 樣本教育程度分析表..............................................................................22
表4-4 樣本年所得分析表..................................................................................23
表4-5 樣本平均數t檢定.....................................................................................23
表4-6 樣本問卷變數重視程度百分比表..........................................................28
表4-7 Scheffe 檢定表.........................................................................................29
表4-8 KMO統計量判斷表.................................................................................30
表4-9 因素負荷量判斷表..................................................................................31
表4-10 問卷效度分析摘要表............................................................................32
表4-11 量表與信度分析....................................................................................33
表4-12顧客留存意願迴歸分析表......................................................................39
表4-13 研究結果彙整表....................................................................................40


圖目錄
圖1-1 研究流程圖...............................................................................................6
圖3-1 研究架構圖..............................................................................................13
圖4-1 研究架構結果圖......................................................................................38

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