The Impact on the Enterprise Image and Service Quality of Foreing Life Insurance Companies on Consumer’s Purchasing Int
黃雅敏、莊銘國
E-mail: 9806297@mail.dyu.edu.tw
ABSTRACT
Many foreign life insurance companies are attacked by the global financial crisis in 2008, which lead to serious crunch of their finance system. Their subsidiaries companies in Taiwan are also influenced by the crisis. Research in this field is focused on consumers’ buying desires which are influenced by corporate image and service quality of these foreign life insurance companies.
The study result is applied to expand life insurance business of local companies (to influence).
The data was collated and analyzed according to the consumer who purchased the life insurance from foreign insurance company in Chunghwa area. 450 consumers were given the questionnaire to complete and return, which ensured 388 respondents, about a 86,2% response rate. After evaluation, there are 37 ineffective questionnaires and 351 effective questionnaires respectively.
The study comes out the following results based on investigation of previous research and statistic analysis of relationship among corporate image, service quality and consumers’ buying desire.
1.The better corporate image of foreign life insurance company is lead to higher buying desire of consumers.
2.The customer has positive reaction of service quality when the foreign life insurance company with good corporate image.
3.The service quality of foreign life insurance company has extremely positive influence of consumer’s buying desir.
4.The service quality has intermediary effectiveness between corporate image of foreign life insurance company and consumer’s buying desire.
5.The demographic variable shows the remarkable recognition difference when consumer is influenced by foreign life insurance company’s corporate image and service quality.
The above suggestions are based on study result, which can be the reference for improvement and reinforcement of corporate image and service quality.
Keywords : foreign tradesman、life insurance incorporation、corporate image、service quality、purchasing intentions Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．．．．．．．．．． xi 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 3 第三節 研究範圍．．．．．．．．．．．．．．． 4 第四節 研究流程．．．．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．．． 6 第一節 外商壽險公司設立歷程．．．．．．．．． 6 第二節 企業形象．．．．．．．．．．．．．．． 7 第三節 服務品質．．．．．．．．．．．．．．． 14 第四節 購買意願．．．．．．．．．．．．．．． 23 第三章 研究方法．．．．．．．．．．．．．．．．． 27 第一節 研究架構與研究假設．．．．．．．．．． 27 第二節 研究變數定義與衡量．．．．．．．．．． 31 第三節 問卷設計．．．．．．．．．．．．．．． 32 第四節 統計分析方法．．．．．．．．．．．．． 36
第四章 資料分析．．．．．．．．．．．．．．．．． 39 第一節 基本資料分析．．．．．．．．．．．．． 39 第二節 研究變項敘述性統計分析．．．．．．．． 42 第三節 效度分析結果．．．．．．．．．．．．． 44 第四節 信度分析結果．．．．．．．．．．．．． 48 第五節 人口統計變項之變異數分析結果．．．．． 49 第六節 Pearson相關分析結果．．．．．．．．． 60 第七節 研究變項描述性統計分析結果．．．．．． 63 第五章 結論與建議．．．．．．．．．．．．．．．． 68 第一節 研究結果與討論．．．．．．．．．．．． 68 第二節 研究建議．．．．．．．．．．．．．．． 73 第三節 研究限制．．．．．．．．．．．．．．． 75 第四節 後續研究與建議．．．．．．．．．．．． 77 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 78 附錄 正式問卷．．．．．．．．．．．．．．．．．． 88
表目錄
表 2- 1 服務品質決定因素．．．．．．．．．．．．．．． 17 表 2- 2 SERVQUAL之構面與意義．．．．．．．．．．． 20 表 3- 1 個人基本資料．．．．．．．．．．．．．．．．． 33 表 3- 2 企業形象之各構面的問卷題項．．．．．．．．．． 34 表 3- 3 服務品質各構面之問卷題項．．．．．．．．．．． 35 表 3- 4 購買意願構面之問卷題項．．．．．．．．．．．． 35 表 4- 1 各項變數之分佈情形．．．．．．．．．．．．．． 41 表 4- 2 外商壽險公司分佈情形．．．．．．．．．．．．． 42 表 4- 3 外商壽險公司之企業形象量表之敘述性統計．．．． 43 表 4- 4 外商壽險公司之服務品質量表之敘述性統計．．．． 43 表 4- 5 購買意願量表之敘述性統計．．．．．．．．．．． 44 表 4- 6 「企業形象量表」因素分析結果．．．．．．．．． 45 表 4- 7 「服務品質量表」因素分析結果．．．．．．．．． 46 表 4- 8 「購買意願量表」因素分析結果．．．．．．．．． 48 表 4- 9 衡量構面之Cronbach’s α值結果．．．．．．．．． 49 表 4-10 消費者性別於研究變項之變異數分析．．．．．．． 51 表 4-11 消費者年齡於研究變項之變異數分析．．．．．．． 52 表 4-12 消費者教育程度於研究變項之變異數分析．．．．． 53 表 4-13 消費者職業於研究變項之變異數分析．．．．．．． 54 表 4-14 消費者之平均月收入於研究變項之變異數分析．．． 57
表 4-15 消費者所選擇之外商壽險公司於研究變項之變異數分析．．．．．．．．．．．．．．．．．．．．．． 58 表 4-16 研究變項之相關係數．．．．．．．．．．．．．． 61
表 4-17 研究變項之相關係數．．．．．．．．．．．．．． 62 表 4-18 預測變項對購買意願之多元迴歸摘要．．．．．．． 63 表 4-19 企業形象、服務品質對購買意願之徑路分析摘要．．． 65 表 4-20 企業形象對服務品質之徑路分析摘要．．．．．．． 66 表 5- 1 研究假設分析結果彙整．．．．．．．．．．．．． 68
圖目錄
圖 1- 1 研究流程．．．．．．．．．．．．．．．．．．． 5 圖 2- 1 PZB服務品質之概念性架構．．．．．．．．． 19 圖 3- 1 研究架構．．．．．．．．．．．．．．．．．．． 29 圖 4- 1 企業形象、服務品質對購買意願之徑路關係．．．． 65 圖 4- 2 企業形象、服務品質對購買意願之徑路分析結果．． 67 圖 5- 1 企業形象對購買意願之徑路分析．．．．．．．．． 70 圖 5- 2 企業形象對服務品質之徑路分析．．．．．．．．． 71
圖 5- 3 服務品質對購買意願之徑路分析．．．．．．．．． 71 圖 5- 4 企業形象透過服務品質對購買意願之徑路分析．．． 72 REFERENCES
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