| Summary: | 碩士 === 國立高雄應用科技大學 === 高階經營管理研究所碩士在職專班 === 102 === The development of Taiwan’s insurance market extends from the time of Japanese rule and the restoration of Taiwan to the era of the Republic of China. The history of insurance has gone through a process of reformation and integration. Local and foreign insurance enterprises have been involved at different stages of its development. The attitude of the Taiwanese towards insurance products has changed from rejection to acceptance. All these factors contributed to the more than one hundred years of insurance history, and the insurance industry has played a key role in the development of Taiwan. This thesis discusses the connection among professionalism, quality of relationship, and customer loyalty from the customers’ perspectives.
This thesis used a questionnaire survey with the clients of N Insurance Company as its respondents to conduct an empirical study. A total of 321 valid questionnaires were collected. According to the analyses, professionalism, relationship quality, and customer loyalty are interconnected and have a positive influence on each other. In addition, professionalism affects the customer’s loyalty through the mediating effect of the quality of the relationship. Therefore, good service increases customer loyalty. Good service also means a sustainable insurance market, which results in a higher retention rate of salesmen and certainly a prosperous insurance industry.
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