| Summary: | 碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 102 === Life insurance plays an important role in modern financial industry. According to the statistics of Taiwan Insurance Institute, Taiwan life insurance industry had more than 51.98 million policies in force and about NT$24,783 billion premium income in 2012. As of July 2013, there were 31 life insurance companies operating business in Taiwan with facing higher completion under the internationalization and globalization circumstances. This study explores the relationship among the service quality, the customer satisfaction and the customer loyalty of life insurance companies in Taiwan, to find whether service quality brings changes to customer satisfaction and customer loyalty.
This study targets people residing in Great Taipei Area and once purchasing life insurance products from the life insurance companies. The study results show that service quality effects significantly on customer satisfaction, and customer satisfaction effects significantly on customer loyalty. However, only the "tangibles", "reliability" and "assurance" dimensions of service quality has significant effect on customer loyalty. This study also finds that people in "46-55" age group are relatively low perceptive in "customer satisfaction". Therefore, this study suggests that life insurers should take a strategy of “customer first” to encourage customer services for their customers, especially for the people of "46-55" ages, to enhance the customer satisfaction and consequentially to get customer loyalty.
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