An Empirical Study of the Influence of Service Quality and Customer Value on Customer Satisfaction in Taiwan Life Insurance Industry – The Moderate Effect of Service Innovation

• Main Authors: Tsai, chin fu, 蔡錦富
• Other Authors: Kang, hsin-hong
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/92195290286430010005

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 96 === The purpose of this study is to understand the influence of service quality and customer value on customer satisfaction – the moderate effect of service innovation. Employees of MassMutual Mercuries Life in Tannin area received One hundred and seventy-five effective surveys. The questionnaire retrieve rate is 58.24%. The research methed of this study includes descriptive statistics analysis, factor analysis, reliability analysis, validity analysis and regression analysis. Through collecting and analyzing materials by and questionnaire, the study obtains the following conclusion: 1. The service quality significantly influences the customer satisfaction. 2. The customer value significantly influences the customer satisfaction. 3. The service quality will have positive influence customer satisfaction, because of the limited interruption of the service innovation. 4. The customer value will have positive influence customer satisfaction, because of the limited interruption of the service innovation.