English  |  正體中文  |  简体中文  |  Items with full text/Total items : 90120/105278 (86%)
Visitors : 9186052      Online Users : 867
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    ASIA unversity > 管理學院 > 國際企業學系 > 博碩士論文 >  Item 310904400/11660

    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/11660

    Title: Evaluating the Impacts of Personality and Relationship Marketing – Take Life Insurance Industry as an Example
    Authors: Wen-Hsin Tien
    Contributors: Department of International Business
    Keywords: Relationship marketing;Personality;Service quality;Perceived risks;Customer satisfaction;Life insurance
    Date: 2011
    Issue Date: 2011-09-30 09:48:26 (UTC+8)
    Publisher: Asia University
    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.
    Appears in Collections:[國際企業學系] 博碩士論文

    Files in This Item:

    File SizeFormat

    All items in ASIAIR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback