The Influence of Customer’s Cognition to the Product Design and Product Mix on Customer’s Trust and Satisfaction in Life Insurance Industry

• Main Authors: Chin-Hua Ku, 古金華
• Other Authors: Chu-Ching Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/21962596688945662525

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 97 === The insurance is the invisible service commodity with very special use value. There are two major objectives in this study: (1) to discuss how to reduce the degree of risk, uncertainty, and/or doubt of lack of knowledge or information of customer through relation marketing, and (2) to explore the interactive effects among the product design and mix of life insurance, relationship marketing, and relationship quality, to understand how the product design and mix of life insurance interfere the Relationship between relationship marketing and relationship quality. The samples derived from the people who have the use experience of the insurance in Taiwan. There are 681 valid questionnaires were analyzed, and some important research findings are as below: 1.The factor “interaction intensity” of relational selling behaviors has significant positive influence on customer’s trust and customer’s satisfaction. 2.“Similarity” has significant positive influence on customer’s satisfaction. 3.“Customer’s cognition of service quality” has significant positive influence on customer’s trust and customer’s satisfaction. 4.“Corporate image” has significant positive influence on customer’s trust and customer’s satisfaction. 5.The factor “usability” of the design and mix of insurance goods of life insurance has significant positive interfere the relationship between relationship marketing and relationship quality. 6.The factor “creativity” of the design and mix of insurance goods of life insurance interferes significantly the relationship between relationship marketing and customer’s satisfaction. 7.The factor “usability” of the design and mix of insurance goods of life insurance interferes significantly the relationship between relationship marketing and customer’s trust. 8.Depend on coefficient level in order, the factors that have direct effects on customer’s trust are: “Customer’s cognition of service quality”, “interaction intensity” of relational selling behaviors”, and “corporate image”. 9.Depend on coefficient level in order, the factors that have direct effects on customer’s satisfaction are: “interaction intensity” of relational selling behaviors”, “Customer’s cognition of service quality”, “corporate image”, “usability” of the design and mix of insurance goods of life insurance, and “similarity”.