Explore the Impact of Brand Reputation, Customer Value on Customer Loyalty:the Intermediary Role of Inertial Behavior

• Main Authors: HSIAO,YI-YUN, 蕭伊芸
• Other Authors: TENG,HSIAO-LIN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/c5z3as

碩士 === 中華大學 === 企業管理學系 === 106 === Economic prosperity brings people substantial food and clothes. However, hidden risks are unpredictable when lives are comfortable without worrying about food and shelter. How do people transfer potential hidden risks smoothly to insurance companies? What do people really concern besides corporate’s image and reputation? Life insurance is a long-term commitment contract. What are the factors affecting consumers' willingness to sign contracts in the fiercely competitive, life insurance Red Sea Market? This study applies the intermediary mechanism of inertial behavior to explore the impacts of brand reputation, service quality, customer value, and customer satisfaction on customer loyalty. The target sample participants of this research, 258 valid samples, are insurance policy holders of the insurer and are based in Hsinchu County, investigated by convenience sampling method. The analysis results show that: (1) Higher reputation brands tend to get higher customer value and higher customer satisfaction. (2) Service quality on customer satisfaction and customer loyalty affect each other obviously. (3) There are significant positive impacts of customer satisfaction on inertial behavior of repurchase intention. (4) Insurance policy holders with more insurance policies and higher insurance premium value greater appraise on service quality. (5) The better interactions between salespersons and insurance policy holders, the higher the customer satisfaction and customer loyalty will be. In addition to reflecting the corporate’s current situation, the findings of this study further propose implications on management and future research recommendations.