A Study of Consumers'' Purchasing Behavior on Insurance Agents'' Brand Equity, Service Quality and Sales'' Promotion Strategy

• Main Authors: Wun-Jie Li, 李文傑
• Other Authors: 胡宜仁
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/82896955116496305819

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 98 === Since 1999, Taiwan joined the World Trade Organization (WTO), the local insurance market trend to more open and internationalization, in the same way, the insurance industries are also facing strong competition of foreign financial group pressure and many challenges.Within limited markets, along with local and overseas peers highly competitive situation, whether the insurance companies or insurance professionals (such as: insurance broker and or insurance agent, in order to win the favor of customers, price competition is the most popular method.However, a healthy insurance market, there should not only price competition, enterprises should ensure that the overall profitability, to break the fix thinking pattern – “ sale is the sole purpose of marketing” . They have to think the customer lifetime value, should aim to bring customers more long-term value, and to create more long-standing customer relationships to maintain.Such as: service quality, brand image, to meet customer satisfaction and other related strategies, so that they could achieve ultimate business continuity requirements. Therefore, how to break , how to create the company added value in terms of enterprise managers will be an important issue. This study analyzes by the consumer viewpoint of insurance agents brand equity, service quality and marketing strategies on consumer behavior is related, and through questionnaire surveys, statistical analysis found that: 1.Consumers of insurance agents in the perceived quality of brand equity will significantly affect their purchase intention, the higher its perceived quality, would make the higher purchase intention.2.Consumers of insurance agents in the reliability of the service quality will significantly affect their purchase intention, consumers think that the higher the reliability of an insurance agent, would make the higher purchase intention.3.Consumers of insurance agents non-monetary promotion strategy will significantly affect their purchase intention, consumers think that non-monetary insurance agent marketing strategies more likely to make the higher purchase intention.4. In the field of the insurance company''s brand, the brand equity of insurance agents, there is an interference effect in the perceived quality on consumer purchase intention.