An Empirical Study of Customer Complain Types and Repurchase Behavior of Life Insurance Company

• Main Authors: Teng-Hui Tao, 陶登慧
• Other Authors: Chia-Ling Ho
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/446jhz

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 103 === With the rapid changes of the domestic insurance market continued to improve consumer awareness and protection of rights and interests tend to take the initiative themselves, the insurance company policyholders'' equity and long-term maintenance based on sound management, should sincerely face voices and complain that customers have a chance to win customers trust and build loyalty and create a win-win situation between customers and companies. The domestic insurance industry caught a customer service line, through the call center industry and customer contacts the record, if they can regularly review, depth and track, will have a chance to complain and feedback from customers, discovering hidden gift, voices from the customer will become the company''s excellence and the pursuit of excellence in important momentum. In this study, based on the policyholder''s insurance company call center complaining type, investigate consumer involvement, service quality, service recovery and customer relationship quality customer repurchase influence behavior, the empirical results show that: the degree of consumer involvement, service recovery effects and customer relationship quality, customer repurchase behavior has significantly positive effect. "The new contract solicitation of controversy" shows a high level of consumer involvement, and repurchase behavior presents significant positive correlation; "I call to complain about the non" show low levels of consumer involvement, policyholders will not be available, but not significant. "Preservation" and "premium" business dispute show poor service quality, policyholders will not be available, but not significant. "Service Dispute" have a better effect of service recovery, and repurchase behavior presents significant positive correlation. Service Recovery Effects "Project controversy" and "appeal" of the poor, and then purchase behavior presents significant negative correlation. "Disputed claims" and "major dispute" for customer relationship quality (satisfaction and trust) have a negative effect, and then purchase behavior and presenting significant negative correlation. The results of this study provide the life insurance industry as a decision to repurchase behavior of customers and the reference formulation of education and training plan.