ASIA unversity:Item 310904400/3023
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    題名: A Study of Customer Relationship Marketing and Purchase Demand of Investment Linked Insurance Products
    作者: chen meng chen
    貢獻者: Department of International Business
    關鍵詞: Investment Linked Insurance Products;Relationship Marketing;Relaitonship Quality;Relationship Outcome
    日期: 2007
    上傳時間: 2009-11-16 11:33:45 (UTC+0)
    出版者: Asia University
    摘要: Investment Linked Insurance Products for the life insurance companies are now the backbone of commodities, in conjunction with the ?investment? and ?insurance? dual function, providing consumers with the basic living guarantee, the more the chance of capital appreciation, will gradually replace traditional insurance and life insurance industry has become argued for the market. And Relationship Marketing is the current popularity of the life insurance industry marketing practices. Therefore, in this paper, Customer Relationship Marketing and Purchase Demand of to study the subject. The results of this study will contribute to the life insurance business in marketing, relationship marketing strategy development, and the application of Investment Linked Insurance Products marketing.
    This research indicates: (1) "salesman character", "Satisfaction" and "continuous" for consumers to the relationship marketing issues; (2) When the clerk will honestly tell of Investment Linked Insurance Products content, will enhance consumer satisfaction with the clerk and a sense of trust, thus strengthening consumers will continue to buy; (3) married and the high income earners are willing to pay a higher premium to the purchase of Investment Linked Insurance Products. It should be a sales clerk conducting its target customer group to strengthen the Investment Linked Insurance Products market share; (4) When the clerk a better relationship marketing, consumers will be willing to spend more money to buy investment-oriented insurance products.
    顯示於類別:[國際企業學系] 博碩士論文

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