| Summary: | 碩士 === 國立交通大學 === 管理學院經營管理學程 === 101 === This thesis investigates the factors of reputation evaluation of life insurance companies in Taiwan. A dataset of thirty-three life insurance companies in Taiwan during 2007 to 2011 is constructed. The simple and multiple regressions are then used for estimation. The major empirical findings in simple regression approach are as follows: The factors of the life insurance companies, which include market share, claim, claim service, and salesman service satisfaction, and visibility, have significantly positive effects on reputation of life insurance companies in Taiwan. Foreign ownership and appeal rate have significantly negative impacts on reputation. The major empirical findings in multiple regression approach are as follows: Salesman service satisfaction and market share have significantly positive relationship with a life insurance company’s reputation evaluation. Based on our empirical findings, professionalism and service are the most important factors for increasing reputation.
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