The Research of Customer Relationship Management of Insurance Industry – An Example of Application Service

• Main Authors: Liu, Yao-lin, 劉曜嶙
• Other Authors: Lai, Hung-chih
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/cw6cj4

碩士 === 實踐大學 === 財務金融學系碩士班 === 101 === Since the development of technology and the popularity of Smartphone, we can see the phenomenon of Smartphone addicts everywhere when we walk along the streets. There’s no doubt that Smartphone is mostly linked with our lives. Many enterprises expand their own applications. They carry out more accurate customization by logging in. The enterprises also use the applications they developed to announce the information of goods and provide many different digital services. Therefore, we do this research to discuss if we can increase customer satisfaction by using Customer Relationship Management on mobile digital device or not and then promote customer loyalty. We collect opinions of people who are customers of insurance industry. We adopt e-service quality to judge the way of service quality and revise it to the questionnaire suitable for insurance industry and also apply SPSS18 version to analyze statistics data. The research result shows that customer relationship factors make obvious influences on customer loyalty. Customer relationship factors do affect customer satisfaction and loyalty. Through building up customer relationship, applications provided by insurance companies have effect on customer loyalty.