Study of Relationship Marketing on Service Quality、Relationship Quality and Customer Loyalty - An Empirical Study Of The Insurance Industry In Taiwan
碩士 === 國立嘉義大學 === 管理學院碩士在職專班 === 97 === Abstract In recent years, the insurance industry is facing a very competition environment. Insurance realize that it is very important for them to retain their existing customers. Moreover, insurance try to provide good quality of service and financial merchan...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Language: | zh-TW |
| Published: |
2009
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/7ec2xc |
| Summary: | 碩士 === 國立嘉義大學 === 管理學院碩士在職專班 === 97 === Abstract
In recent years, the insurance industry is facing a very competition environment. Insurance realize that it is very important for them to retain their existing customers. Moreover, insurance try to provide good quality of service and financial merchandise to satisfy the specific customers, and to keep long-term relationship with the specific customers. We use convenient sampling method in our survey to select the certain amount of customers in the insurance in northern、central and southern Taiwan. We study of relationship marketing on service quality、relationship quality and customer loyalty—an empirical study of the insurance industry in Taiwan. Conclusively, this study provides strategies and references for the insurance.
This theoretical study is justified by the empirical study. We conclude with the following five remarks:
1.The relational marketing affects the service quality
2.The relational marketing affects the relational quality
3.The relational marketing affects the customer loyalty
4.The service quality affects the relational quality；and
5.The relational quality affects the customer loyalty.
|
|---|