A Research into the Relation between Service Quality, Brand Image, Brand Change and the Customer Loyalty--An Example on Property Insurance Company

• Main Authors: WU-CHUNG LIEN, 連武忠
• Other Authors: Yih-ching Tsaih
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/dd47nw

碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 97 === Since our country officially became a member nation of World Trade Organization (WTO), the comprehensive opening of the property & casualty insurance market is an inevitable trend. The local property insurance industry has to face the transition from producer-oriented to customer-oriented market. The notion of waiting for customer visits passively has become outdated, and only being able to provide clients with satisfying products and service quality, can make sure the competitive status in this market. So this research is exploring if customer will be affected while purchasing the products by factors such as the service quality, brand image, brand change and loyalty and if there is any co-relation between them and to what extent, if any, for the reference of the industry. For business executives, to evaluate the Service quality, Brand image and Brand change or Customer loyalty, is to understand to what extent their products or services meet with clients’ needs, so that they can adjust to obtain the market competition edge. This reserch is based upon sampling in consumers of Taiwan area who have the experience to buy property insurance product. This survey is by questionnaire and quota sampling with 290 effective samples within the Taiwan area. The research tool is to use SPSS statistics software. The data analysis include stating statistical analysis, liability analysis, root cause analysis and the regression analysis and summarize the analysis result in the end of each section. Using the regression analysis mode to confirm each item of variable the influence relations,the reserch discovered as follows： 1.The customer to serves quality satisfaction to be higher,its customer loyalty is also higher. 2.The customer minds the brand image to be higher,its customer loyalty is also higher. 3.The customer like to think that the brand change cause is lower,its customer loyalty is higher. Key words: Service Quality, Brand Image, Brand Change , Customer Loyalty