A study of relationship marketing in the life insurance industry

• Main Authors: LAI WEN NING, 賴文寧
• Other Authors: 李元恕
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/63491254481327631884

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 103 === With the continuous innovation of life insurance products and the demographic changes of the changing mortality tables, the business of life insurance sales is no longer just a simple sale of policies, the more important aspect is to establish long-term and stable relationships with customers and to foster a mutual exchange or respect, trust and confidence in one another. Therefore, the purpose of this study is to investigate the impact of various degrees of customer confidence and satisfaction upon professional life insurance knowledge, the medical expertise, the community benefits and the quality of the interaction of life insurance sales. In this study, the primary data was collected from questionnaires was used for analysis. The main method to collect the data was to mail by post the questionnaires to randomly selected insurance customers who were asked to complete and return their completed questionnaires. An interviewee was randomly selected from those completing the questionnaire to answer a series of questions on a five-point scale. A score was assigned from high to low ranging from excellent agree, agree, undifferentiated, disagree and excellent disagree. The results confirmed the share ability of the professional life insurance knowledge, the quality of the interaction for the life insurance sales, the community benefits and related medical background will influence the confidence and satisfaction of its customers and then affect customer’s loyalty. The customer’s confidence principally affects the loyalty