The Factors Affecting Customer Repurchase Will to Life Insurance---Relationship Marketing View

• Main Authors: WuJheng-Shiuan, 吳政軒
• Other Authors: Chuan-Yuh Wang
• Format: Others
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/12593997281714685753

碩士 === 崑山科技大學 === 企業管理研究所 === 95 === In recent years, the concept of Relationship Marketing has been deeply rooted in various industries, no mater in service or in products’ promotion. What most of industries pay attention now is except to attract more customers and make the customers to spend more time on the new products while they are offered for sale, but industries also intend to put more emphasis on customers’ behavior of re-purchasing. According to the research ( Kotler, Leong, Ang & Tan, 1996), the cost to attract new customers is five times more than the cost to keep the old customers. If a corporation can keep old customers coming back over 5%, the profit benefits from that can be up to 25- 85 %; therefore, what’s the most important to an entrepreneur is to satisfy customers and clearly understand what customers really need. The main goal of Relationship Marketing is to keep constant improvement in service and to satisfy customers in order to keep them coming back. In the business of insurance, insurance holder’s renewing of his insurance has a magnificent effect on the growth of a company’s business. As a result, the old customers’ satisfaction and willingness of renewing should be valued, and then the profit of a company can be created from it. When an insurance is expired, the decision to renew it or not depends on the evaluation of “Corporate Image” & Service Quality” that a company makes to its customers. The tendency of “Relationship Marketing” provides a new viewpoint – the most effective way for an entrepreneur to promote its business and to have a big occupation in the market is to get its customers’ identity, to develop a good long-term relationship among customers and to promote customers’ value. This research mainly focuses on Relationship Marketing. Based on the references obtained from the overseas and domestic, the structure of this research is constructed. The hypothesis proposed here is that the evaluation result of a customer to an enterprise’s image and service quality will affect customer value, and lead to different level of satisfaction; consequently, the willingness of re-purchasing and royalty to a company is influenced. We hope through this research on intra-relationship among enterprise image, service quality, customer value, customer satisfaction, willingness of re-purchasing and royalty, people can have a comprehensive understanding on what factors that customers would take into account while renewing his or her insurance. With the results that come out from analyses, we hope they can provide reference and help to insurance industry in its future marketing.