第五章 結論與建議
第五節 未來研究方向建議
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誤。實證結果顯示業務關係效益中，業務信賴效益對顧客滿意度並沒有顯著的影 響，但是業務功能性效益、業務信賴效益、業務社交效益三者相關係數較高，因 此產生共線性的問題，因此不能斷定業務信賴效益對顧客滿意度並沒有影響，不 過整體來說，在保險產業中，業務提供的關係效益的確可以增進顧客滿意度，但 不同關係效益種類對滿意度的影響仍然有待確認。第三，在保險產業中，公司專 屬資產對顧客忠誠度的影響結論尚未明確。造成此條假設不顯著的可能原因有兩 個，第一種原因公司專屬資產是影響過去購買行為的忠誠度，而非本研究所測量 的未來購買行為忠誠度，因此造成公司專屬資產對忠誠度影響不顯著，第二種原 因造成公司專屬資產對忠誠度影響不顯著。
第五節 未來研究方向建議
本研究針對未來研究方向的建議主要有三點，第一，未來可以將本研究所採 用的研究架構套用在 B2B 產業中，測試 B2C 產業結果是否與 B2B 產業結果一致，
並分析不一致的原因為何。雖然 Robert (2007)的研究是針對 B2B 產業進行的，
但是該研究中未對兩種忠誠度來源的詳細探討，本研究加入關係效益法與專屬資 產兩種因素來探討兩種忠誠度的來源，因此有必要再針對 B2B 產業再進行一次研 究。第二，針對兩種忠誠度做進一步的剖析與研究。未來的研究可以加入除了關 係效益與專屬資產之外的影響兩種忠誠度其他的可能影響因素；此外，將忠誠度 劃分為態度忠誠與行為忠誠來探討影響忠誠度的因素對態度忠誠與行為忠誠可 能造成的不同影響也是可能的研究方向之一。第三，未來的研究也可以針對專屬 資產這個部分進行更進一步的研究，將專屬資產作更細部的劃分，探討不同專屬 資產分類對於業務忠誠度與公司忠誠度的影響。
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□20000 元以下 □20001~30000 元 □30001~40000 元 □40001~50000 元 □50001~70000 元
□70001~90000 元 □90001 元以上 8. 目前擁有保單數量
□1~2 張 □3~5 張 □5~7 張 □8 張以上 9. 過去往來過的保險業務員數量
□1 人 □2~3 人 □4~5 人 □6 人以上 10. 每月平均繳交保費金額
□3000 元以下 □3001~6000 元 □6001~10000 元 □10001~15001 元 □15001~20000 元
□20001~30000 元 □30001~50000 元 □50001 元以上 11. 目前擁有保單種類(可複選)