The Effect of Relationship Benefits and Relationship Quality on Customers’ Repurchasing Behavior an Example for the Renewal Rate of a Property and Casualty Insurance Company

• Main Authors: Lin,Tzu-Ching, 林子晴
• Other Authors: Yieh,Kaili
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/65c73v

碩士 === 國立彰化師範大學 === 企業管理學系 國際企業經營管理(IMBA) === 105 === After the product insurance industry implemented insurance premium deregulation, it abandoned the price competition of homogeneous products and took on a more intense competition of the free market. Therefore each product insurance company is faced with the critical pressure to improving the quality of relationships, seeking sustainable management and profit to win the key pressure. The main purpose of this study is to explore the impact of product insurers on the relationship between customer relationship quality and customer repurchase behavior and discuss whether the relationship quality plays an intermediary effect on the effect of relationship interest on customer's re-purchase behavior. 386 valid questionnaires were analyzed by reliability, validity analysis, correlation analysis and regression analysis. The results show that the product insurance company can significantly improve the quality of the relationship after the investment interests of the customer, the customer has a significant positive impact on the re-purchase behavior, and the relationship between the interests of the relationship between the quality of customer repurchase behavior will have a significant effect. The results of this study provide the basis of the product insurance company operators in the customer relationship management strategy, so that the product insurance companies in limited resources can obtain the best operating efficiency.