| Summary: | 碩士 === 長榮大學 === 高階管理碩士在職專班 === 100 === The depression of global economy has led to rigorous business environments for many insurance companies. To maintain customer loyalty has become an important topic for insurance companies while pursuing sustainable competitiveness. The main purpose of this study is to analyze the relationship among insurance sales staff’s characteristics, brand image and customer loyalty. The questionnaire survey was conducted in the study. The customers of Cathay Life Insurance Co. Ltd. were taken as research subjects, and 257 valid questionnaires were analyzed. Some statistical methods were employed to analyze the questionnaires. Based on the results of statistical analysis, the study found that both sales staff’s characteristics and brand image have significantly positive influences on customer loyalty. Improving professional capabilities, service attitudes and moral capacities of sales staff can reinforce customer loyalty. Building good brand image of the company can also be helpful for maintain customer loyalty. Brand image has stronger influences on customer loyalty than sales staff’s characteristics do. Based on the research findings, the study proposes some suggestions for insurance companies while developing sales staff’s characteristics, promoting company’s brand image, and maintaining customer loyalty.
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