The Relationships among Customer Relationship, Web Service Quality, Trust, Customer Satisfaction and Customer Loyalty – An Example of Taiwan Non-Life Insurance Industry

• Main Authors: Po-hsun Lin, 林伯勳
• Other Authors: Ming-tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/82372247839211022851

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 97 === The purpose of this research was to explore the relationships among customer relationship, web service quality, trust, customer satisfaction and customer loyalty, and take the Taiwan Non-life insurance industry for example. Questionnaire survey was used as a major method to the study. Of the 400 responses were received and 74 of them were incomplete. The remaining 268 valid and complete questionnaires were used for the quantitative analysis. The data was analyzed by factor analysis to find out key factors, and then this research used structural equation model（SEM）to measure the relationship amongst the variables. The major finings of this research includes: 1.Customer relationship and web service quality have a significant positive influence on trust. 2.Customer relationship, trust and web service quality have a significant positive influence on customer satisfaction. 3.Customer satisfaction has a significant positive influence on customer loyalty. 4.Customer relationship has a significant positive influence on trust and indirectly has a positive influence on customer satisfaction through the moderating effect by trust. 5.Web service quality has a significant positive influence on trust and indirectly has a positive influence on customer satisfaction through the moderating effect by trust.