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    Title: 關係效益、專屬資產對業務忠誠度與公司忠誠度之影響─以保險市場為例
    The impact of relational benefit and specific asset on the sales-loyalty and firm-loyalty: a study of insurance industry
    Authors: 張恒嘉
    Contributors: 邱志聖
    Chiou, Jyh Shen
    張恒嘉
    Keywords: 關係效益
    專屬資產
    業務忠誠度
    公司忠誠度
    保險市場
    Date: 2012
    Issue Date: 2013-07-11 16:14:24 (UTC+8)
    Abstract: 不管是在B2B或是B2C產業,業務員都扮演著公司與顧客溝通的橋樑,為公司與顧客帶來雙贏的局面;然而,當顧客對業務員建立高度忠誠時,業務員的存在將帶給公司潛在的風險,業務員對公司來說就像一把雙面刃,雖然可以為公司帶來業績成長,但卻也可能因為業務員轉職造成公司潛在的財務風險。
    Robert (2007)針對顧客建立忠誠度的對象區分忠誠度為業務忠誠度與公司忠誠度,探討業務員帶給公司的風險,實證結果指出,部分公司忠誠度是虛假的,若是業務員離開該公司之後,該忠誠度也將隨之消失,因此業務忠誠度將帶給公司潛在的風險。在Robert (2007)的研究中針對兩種忠誠度的來源是透過關係加強活動與顧客所接受到的價值這兩個構面來探討忠誠度的來源,但是這兩個構面為概括性的構面,並沒有準確區分關係加強活動與顧客接受到的價值是由公司或是業務員所提供的,本研究為了進一步探討兩種忠誠度的構成因素,在研究架構中加入Gwinner (1998)提出的關係效益法,藉由關係效益-滿意度-忠誠度的影響路徑來解釋公司忠誠度與業務忠誠度構成的因素;此外,本研究將Williamson (1985,1991)提出的專屬資產納入研究架構中,為公司忠誠度與業務忠誠度的構成提供另外一種可能的解釋因素。
    實證結果指出在保險產業中,公司與顧客提供的關係效益有效提升顧客對業務與公司的滿意度,進而建立顧客對業務與公司的忠誠度,但是高度的業務忠誠度將會造成公司的業務轉職風險,顯示在保險產業中,部分公司忠誠度是保險業務員所建立的,當保險業務員轉職時,該忠誠度也將隨之下降;在專屬資產的部分,業務專屬資產有效影響顧客對業務的忠誠度,使得顧客對保險業務員更加忠誠,但是在公司專屬資產的部分,公司專屬資產對公司忠誠度影響呈現不顯著。最後本研究根據實證結果對公司在處理公司與業務的關係、公司與顧客的關係、業務與顧客的關係這三段關係時,提出了實務建議,目的是要建立顧客對公司的忠誠度,並降低業務員帶給公司的業務轉職風險。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    100351024
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100351024
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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