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題名 | 壽險業務人員的道德行為對顧客忠誠影響之研究=Impacts of Insurance Salespeople's Ethical Behavior on Customer Loyalty |
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作者 | 林素綉; Lin, Su Siou; |
期刊 | 醒吾學報 |
出版日期 | 20110100 |
卷期 | 43 2011.01[民100.01] |
頁次 | 頁89-113 |
分類號 | 496.7 |
語文 | chi |
關鍵詞 | 道德行為; 關係利益; 顧客滿意; 顧客忠誠; Ethical behavior; Relational benefit; Customer satisfaction; Customer loyalty; |
中文摘要 | 顧客忠誠是企業經營的重要目標,尤其在服務業,常需透過第一線之人員與顧客互動,建立長期關係。以本研究的壽險業而言,業務人員在業績壓力之下,常有不道德銷售行為出現,此種行為將破壞顧客滿意與忠誠,影響雙方長期關係。故本研究以壽險公司客戶為調查對象,從顧客的知覺信心利益角度,探討業務人員的道德行為對顧客忠誠之影響。經由SEM 驗證顯示,道德行為對顧客忠誠並無直接顯著影響,而是透過顧客知覺信心利益及顧客滿意的間接影響,其中尤以顧客知覺信心利益居最重要之影響角色。根據實証結果,本研究作進一步之討論並提出管理及實務上之意涵。 |
英文摘要 | This paper examines how insurance salespeople’s ethical behavior effects the customer’s perceived relational benefit and customer satisfaction, which in turn influence customer loyalty. The main findings of this paper show that salespeople’s ethical behavior has no significant direct effect on customer loyalty, but does have positive indirect effects on customer loyalty through the customer’s perceived confidence benefit and customer satisfaction. Moreover, the customer’s perceived confidence benefit has the most important indirect effect. Managerial and practical implications are discussed, and suggestions for future research are provided. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。