| Summary: | 碩士 === 德明財經科技大學 === 行銷管理系 === 103 === With the relaxation of the economic regulations in Taiwan andthe entry to WTO, increasing number of foreign companies have been allowed to enter Taiwan’s market. The globalization and liberalization of the domestic insurance industry has resulted in fierce competitiveness in the local insurance companies. At the same time, the consumers are confused by the high similarity of the insurance commodities offered by different insurance companies.The expertise of an insurance representative and the image of the insurance companyhave thus become the pivotal factors that influence consumers’ decisions on buying insurance policies.In addition, the relationship between the consumers and the representative and the conversion costs of policy terminationwill secure customer loyalty to the original insurance company.
The present study investigated the influence of the following variables on the consumers’ loyalty to the insurance companies. The variables under inspection are the professional competence, the corporate image, the relationship quality, and the conversion costs. In this study, 277 questionnaireswere distributed and 250 valid copies were collected.The return rate is 92%. Data were analyzed with SPSS 20.
The results are as follows:
1. Professional competence, corporate image, relationship quality, and conversion costs have a significant positive impact on customer loyalty to the insurance companies.
2. Corporate image, relationship quality, and conversion costs mediatethe impact of professional competency on customer loyalty.
3. The relationship quality and conversion costs mediatethe impact of corporate image on customer loyalty.
4. Conversion costs mediates the impact ofrelationship qualityon customer loyalty.
Keywords: conversion costs ; corporate image ; customer loyalty ; professional competence ; relationship quality
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