A Study on the Factors Affecting Satisfaction and Loyalty:An Example of Bancassurance Customers in the Middle of Taiwan

• Main Authors: Hui-Min Chang, 張惠敏
• Other Authors: Chu-fen Li
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/r4ccw4

碩士 === 國立虎尾科技大學 === 財務金融研究所在職專班 === 103 === With the liberalization of financial laws and change financial environment, domestic bankcassurance businesses grow rapidly every year and become the business emphasized by all insurance companies and banks. Among the financial businesses in Taiwan, bank insurance is considered one of important businesses to be developed. Although there are many researches regarding the bankcasurance, most of them discuss the importance or future trend of bancasurance from the perspective of banks them. There are very few discussions from the perspective of customer satisfaction and royalty; however, it is the key to whether the bancasurance is sustainable for long term operation. This study combined journal and questionnaire in order to know customer''s insurance demand, trust and service quality which influence their satisfaction and loyalty.To know and analysis the satisfaction and loyalty element from the customer''s who came for consuming insurance products and study from those customers as our sampling targets. The study found all “insurance demand”, “trust level” and “service quality” have significant positive effects toward satisfaction and royalty.Satisfaction also have significant positive impact to loyalty .