THE STUDY OF THE RELATIONSHIP ABOUT THE SATISFACTION AMONG SERVICE FAILURES, SERVICE RECOVERY AND TRUST REBUILDING--TAKING THE CATHAY LIFE INSURANCECORPORATION IN CHIAYI AREA FOR EXAMPLE

• Main Authors: Hsiu-liang Li, 李秀良
• Other Authors: Kai-wayne Chuang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/09557228783642879377

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 99 === 　　In modern financial society, the life insurance has high professional business. With the coming age of the customer-oriented marketing occasion, consumer demand is much emphasized, and in the corporate emphasis on how to provide the best service to customers, the more attention on service failure, how to make amends because when service failures arise, the appropriate service recovery and trust rebuilding can be restoration of the customer satisfaction. 　 　　This study used questionnaires to investigate the Cathaylife Insurance Corporation in Chiayi area customers as the research object, and adopted as a statistical analysis tools-spss software for sample to do factor analysis, reliability analysis, descriptive statistics, T test analysis of variance analysis, correlation analysis and regression analysis; Through statistic analyses, it is found that service failures have certain degree of negative influence on consumers; however, consumers’ dissatisfaction degree can be reduced through service recovery and trust rebuilding; even negative influence can be changed into positive satisfaction. The suggestions for life insurance company are: value the psychological feeling of the customer, establish faultless communication channels, effective implementation of recovery procedures and maintain long-term relationship of trust.