The Relationship of Channel Strategy,Service Quality and Channel Satisfaction and Channel Performance：An Empirical Study of Bancassurance in Taiwan

• Main Authors: Nai-Ting Kuo, 郭乃鼎
• Other Authors: Long-Yi Lin, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/57424601962093092174

碩士 === 真理大學 === 管理科學研究所 === 95 === Title of Thesis : The Relationship of Channel Strategy, Service Quality, Channel Satisfaction and Channel Performance : An Empirical Study of Bancassurance in Taiwan Key words : Channel Strategy, Service Quality, Channel Satisfaction, Channel Performance Name of Institute : Graduate School of Management Sciences,Aletheia University Graduate Date : June, 2007 Degree Conferred : MASTER Name of Student : Nai-Ting Kuo Advisor : Long-Yi Lin, Ph D. 郭乃鼎 林隆儀博士 Abstract： This research selects Bancassurance in Taiwan as the objects to explore the relationships among channel strategy, service quality, channel satisfaction and channel performance. Both personnel interview and mail survey were used to collect primary data. A total of 580 questionnaires were distributed and 485 effective questionnaires were collected, the effective return rate was 83.6%. In order to test the hypothesis, the regression analysis was used. The main findings were list as follow: (1) In consider channel strategy and channel satisfaction, when the suppliers use the promised strategy and non-coercive strategy, the distributors’ economic and social satisfaction will be enhanced; when the suppliers use the coercive strategy, the distributors’ economic satisfaction will be increased but social satisfaction will be decreased. (2) When consider the service quality and channel satisfaction, the better the suppliers’ service quality, the higher the distributors’ economic and social satisfaction. (3) In concerning the channel satisfaction and channel performance, the higher the distributors’ channel satisfaction, the better the channel performance.