|Abstract: ||This study attempts to develop integrated framework to explore the impacts of relationship marketing and personality on customer satisfaction through service quality and perceived risk based on the perceptive of life insurance industry. Accordingly, the main purposes of this study are to investigate the impacts of relationship marketing and personality, respectively. In addition, we further explore the effects of service quality and perceived risks on customer satisfaction. This study employs Internet-based, e-mail-based, and paper-based questionnaires to collect primary data from consumers who have experiences in purchasing life insurance. The data were gathered about three month period beginning in June 2010, and ending in September 2010. Eventually, this research obtained a final valid sample of 230 respondents. The empirical analysis adopt contain descriptive statistical analysis, factor analysis, reliability analysis, canonical correlation analysis, and structural equation modeling（SEM）.|
The results represent that life insurance corporation improve relationship marketing strategy can enhance service quality, customer satisfaction, and
reduce perceived risks. Second, the personality has significantly effects on service quality and customer satisfaction. Third, life insurance corporation promotes the service quality or reduces the perceived risks contributes in improving customer satisfaction. In addition, relationship marketing, perceived risks, and service quality have significant influences on customer satisfaction. These results indicate that service quality play the meditative role in the integrated framework. Finally, the perceived risks to exist significantly mediating affect result between relationship marketing and customer satisfaction, but its does not to exist significantly mediating affect result between personality and customer satisfaction.