| Summary: | 碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 102 === Customers are the most important resource of enterprise, the most important job in the fierce competition property insurance market is to maintain long-term relationships between customers , create customer satisfaction,and improve customer loyalty to achieve the purpose of business continuity.
The main purpose of this study was to investigate what factors affect customer satisfaction of property insurance companies, correlation between customer satisfaction and loyalty, and how property insurance companies improve customer satisfaction to achieve the purpose of maintaining customer loyalty.
This study used quantitative methods, researcher issued 300 questionnaires to A company''s customers and 281 valid questionnaires was analyzed after recovered. Six conclusions are summarized as follows:
1.Customer satisfaction of A company was good, and customer loyalty was general.
2. Salaries and the length of time purchased the insurance were more influential on customer satisfaction.
3. Education and the length of time purchased the insurance were more influential on customer loyalty.
4. Customer satisfaction and customer loyalty were significantly correlated.
5. Customers’ background variables were not influential on customer satisfaction and loyalty.
6. The higher customer satisfaction was, the higher loyalty higher was.
After all, the researcher made individual recommendations for customer satisfaction, customer loyalty and future research.
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