A Study of the Antecedents and Consequences of Relationship Value and Quality － A Case of Insurance Agents

• Main Authors: Yao-chuan Tsai, 蔡堯全
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/70648440156504054428

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 95 === 　　In the 36th year of the Republic of China, the first insurance company had been established in Taiwan - Taiwan life insurance Company. By the end of 2006, there were 27 life insurance companies in Taiwan, and over 220 thousand insurance business agents. Under so many life insurance companies and large numbers of life insurance consultants, how do consumers make a choice to buy the insurance policy they need. How should the life insurance agent do to let the customers satisfied on this competition environment is also the focal point of the study. 　　According to the latest information, the total quantity of the insurance policies in Taiwan, calculated with the total number of population of whole Taiwan, consumers average have more than one piece of insurance policies. The purpose of the research in the study how to develop and maintain satisfied and loyal relationship with customers. Especially, the research is to study the antecedents and consequences of relationship value and quality. The antecedents and consequences are interdynamic frenquency, richness of services, critical incident and careness. 　　Results of this research shown that interdynamic intensity has a positive correlation with relationship value but no significant correlation with relationship quality. Richness of the service has both positive correlation with relationship value and relationship quatity. The critical incident has both positive correlation with relationship value and relationship quality. Careness has both positive correlation with relationship value and relationship quatity. Relationship value has positive correlation with relationship quality. Relationship value has both positive correlation with the loyalty to insurance consultant and the loyalty to the insurance company. Relationship quality has both positive correlation with the customer loyalty to insurance agent and the customer loyalty to the insurance company. The customer loyalty to the insurance consultant has positive correlation with the customer loyalty to the insurance company.