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1
Šyvokaitė, Jurgita. "Rinkodaros taikymas lietuvos draudimo paslaugų rinkoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20050530_175641-70735.
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Master thesis, 65 pages, 18 pictures, 4 table, 39 literature sources, 5 appendages, Lithuanian language. The object of the work- insurance service marketing. The subject of the work - the research of the insurance service marketing. The aim of the work – to establish and estimate service marketing significance in an insurance business and to make suggestions of marketing implementation for companies. The goals of the work: 1.To analyse the nascency determinant elements of insurance service marketing. 2.To settle and describe a conception, functions, and essential things of insurance service marketing. 3.To analyze the peculiarities of the insurance service marketing and their determinant elements. 4.With reference to facts, to settle the size of Lithuanian insurance service market, to measure the structure of insurance service suppliers’ market and its competitive ability. 5.To find out consumers’ opinion about insurance service. 6.To estimate need and conditions of insurance service marketing implementation. Methods of the research: empirical research (questionnaire), unstruktural interview, analysis and synthesis of nonfiction, statistical material analysis, graphics, comparable, generalization. Analysing Lithuanian and foreign countries nonfiction and periodic literature about insurance service marketing, it is defined the organization particularity of the insurance service marketing, its expedience of adaptability and facility in Lithuanian insurance companies.
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Kumassah, William, and Mevludin Mujcinovic. "The Aronda "Black Box" - Bridging the Gap of Mistrust in Insurance Service Relationships : A Study of Damage Adjustment as a Critical Episode." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9903.
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Problem: The nature of insurances, and indeed the customer-provider relationship in insurance services, lends itself to distinctive characteristics. These characteristics have particular implications on overall perceived service and relationship quality, and thus customer retention. The arguably singular characteristic of mutual mistrust prevalent in insurance service relationships, is a source for costs and lost profitability for insurance companies in Sweden. Bridging the “gap of mistrust”, potentially offered by a seemingly simple service, could entail significant benefits for both parties in an insurance service relationship.
Research Questions: Does the Aronda Service have the potential to improve a damage adjustment process in a provider-customer insurance service relationship?
- Can a more effective damage adjustment process improve an insurance service relation between provider and customer?
- To what extent do the providers perceive that the damage adjustment process is critical to a customer’s stay or switch decisions in an insurance service relationship?
Purpose: The aim of the thesis is two-fold:
- The aim is to investigate and describe the impact of the damage adjustment process in customer relationships between the privately insured and property insurance companies in Sweden
- And to assess, the potential of the Aronda Service to improve customer relations for insurance companies by improving (in terms of customer satisfaction) the damage adjustment process.
Methodology: A qualitative method with deductive reasoning was used. The highly contextual nature of customer-provider relationships was deemed, for the purpose of the study, best suited using a qualitative method. Data collection comprised of interviewing several professionals pertaining to the field of property insurance and damage adjustment, academic literature, peer-reviewed articles, and Ph.D. Dissertations.
Theoretical Approach: The theoretical approach is based on consolidation of widely used theories in the field of service and relationship in the “Critical episode on insurance relationships” perspective, presented by Mikael Gidhagen, Senior lecturer at Uppsala University, Sweden. Although the perspective is originally created for B2B relationships, proved great applicability and relevance.
Empirical foundation: The empirical foundation consisted of a number of interviews with respondents with extensive corporate and private insurance industry experience. The secondary empirical information was gathered from governmental, consumer services, and industry regulatory bodies’ websites and publications.
Conclusion: The uncovered prominent issues in insurance relationships between private individuals and property insurance service providers can at the very least be aided, if not solved, to the benefit of both parties by the proposed digital version of the Aronda “Black Box”. As the importance of documentation in more cases of insurance claims than not are paramount, and by decreasing the coverage knowledge gap of customers, facilitating a matching of service expectations and actual service delivery, customer satisfaction can be more readily achievable for insurance provider. A readily achievable level of customer satisfaction, in turn, means probably prolonged customer retention, and ultimately higher profitability for the insurance companies. As “it cost more to attract a customer, than it does to keep one.”
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Jaensson, Jan-Erik. "Marknadsorientering i tjänsteföretag : en studie av försäkringsbolag." Doctoral thesis, Umeå universitet, Företagsekonomi, 1997. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-62071.
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The background to this thesis is found in the growing importance of the marketing concept. The concept has been used frequently in articles in the past few years, in spite of lack of consensus about what it is. To make a contribution to the theoretical field the theories about service marketing and market orientation had to be examined and the relevant factors drawn out to construct a model for describing market orientation in service companies. The theoretical examination resulted in the following three components that together constitutes the foundation of the marketing concept in service companies: market information, the support system and the customer meeting. The main purpose of this thesis is to describe and analyze the marketing concept in service companies. Within this purpose the study also will identify which driving forces and obstacles affects market orientation. To a certain extent the process towards market orientation also is examined. The first analyses of the two insurance companies showed that the degree of activity in working with the factors that constituted the marketing concept varied. In general they had worked with approximately the same factors almost in the same way. In so doing they had worked more with some of the conceptual and behavioral factors than with the others. The cases differed from the theoretical frame of reference, as expected. However, the differences were impossible to explain with the component model. New analyses of the empirical data showed other factors that had influenced the market orientation process in the companies. The new factors could be divided into four groups depending on whether they were considered as internal or external factors and whether they were driving forces or obstacles for the process. One original component that proved to be of great importance in the market orientation process was market information. Neither of the insurance companies had worked with that component in a systematic way to find out, for example, the customers needs and wants. The study resulted in a more dynamic model of the market orientation process - the cycle model. It visualize the relation between the components and it also adds on a time perspective to market orientation, since it is supposed to continue over time.digitalisering@umu
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Fainas, Paulius. "Gyvybės draudimo ir ilgalaikio investavimo produktų pardavimo proceso tobulinimas UAB „Finsaltas“." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20090617_095936-22018.
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Darbo tema Gyvybės draudimo ir ilgalaikio investavimo produktų pardavimo proceso tobulinimas UAB „Finsaltas“; Darbo tikslas Išanalizuoti, įvertinti ir pateikti rekomendacijas kaip pagerinti gyvybės draudimo ir ilgalaikio investavimo produktų pardavimo procesą; Darbo uždaviniai • Išanalizuoti esamą UAB „Finsaltas“ pardavimo procesą; • Identifikuoti pardavimo proceso tobulintinas sritis, naudojant kokybinio tyrimo metodą. • Parengti pasiūlymus pardavimo proceso tobulinimui; Tyrimo metodai • Giluminis interviu; Darbo rezultatai Darbo metu buvo pasiūlyti vadybiniai sprendimai, padėsiantys: 1. pagerinti pardavimo procesą; 2. palengvinti naujų konsultantų įvedimo į darbą procesą; 3. užtikrinti kryptingą konsultantų kvalifikacijos kėlimą; 4. sumažinti nutraukiamų sutarčių skaičių (t.y. pagerinti pardavimų ir aptarnavimo kokybę); 5. rezultate – padidinti pardavimus.Work title Improvement of Life Insurance and Long Term Investment Products Sales' Process at UAB „Finsaltas“; Work goal To analyze, evaluate and provide recommendations for improvement of the sales process of life insurance and long term investment products at a life insurance agency; Work tasks • To analyze sales process at UAB „Finsaltas“; • Using qualitative research identify sales process areas which require improvement,. • Give recommendations for sales process improvement; Methods of analysis • Depth interview Work outcomes There were recommended management solutions leading to: 1. Sales process improvement; 2. Facilitation of the process of introducing new agents to work; 3. Ensuring coherent process of agents’ qualification improvement; 4. Decrease of the number of lapsed policies (i.e. to improve sales and service quality); 5. As a result – to increase sales volume.
5
Onn, Keet Peng. "Lifetime values in the direct marketing of insurance." Thesis, Lancaster University, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.282387.
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Stumke, Francois. "Increasing the competitve advantage of the smaller short-term insurance intermediary." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1012447.
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In a fragmented and competitive industry, it is likely for the smaller roleplayer to be challenged in terms of competitiveness and market share. It is, therefore, important for the smaller organisation to etch its position in the market, by increasing its competitive advantage. In a milieu where there is a shift in distribution dynamics and the balance of power, and an increase in consumerism, the need to react is a pressing issue to be addressed by the smaller player. In the context of this study, the small and medium-low-impact intermediary in the South African short-term insurance industry is under pressure from, among others, direct distribution models and the increasing volume of the medium-high and high-impact intermediaries. It is determined in this study that the intermediary is challenged by all five market forces, as postulated by Porter in the model of “the five forces that shape industry competition”. The intermediary organisation must adopt positioning strategies, and differentiate its offering, in order to stay relevant in the industry. The short-term insurance intermediate industry is classified as a service industry; and therefore, it has unique factors to attend to. The positioning and differentiation strategies must be implemented without compromising the service quality levels. Furthermore, in the development of positioning strategies, it is essential to investigate the traditional marketing mix, while amplifying the mix with contemporary views of the subject. These form the basis of the positioning strategy; and from there, differentiation offerings can be shaped. A survey analysis of the product suppliers aims to identify the most important strategies for success. The study relies on the industry knowledge of the executives of these organisations, to steer the positioning strategies of the intermediary to fit in with their own positioning in the marketplace.
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Gomes, Nuno Rodrigo Vinhas da Costa. "Plano de marketing revisitado para o sector segurador em Portugal." Master's thesis, Universidade de Évora, 2011. http://hdl.handle.net/10174/15147.
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O objectivo principal deste Trabalho de Projecto é conceber um Plano de Marketing para o Sector
Segurador português. Em termos metodológicos, realizaram-se diversas pesquisas bibliográficas para fazer
o levantamento dos temas em estudo e revisitaram-se dezasseis Modelos de Plano de Marketing da
literatura da última década. A revisão bibliográfica efectuada mostrou que as empresas que não
concebem um Plano de Marketing não desenvolvem tantas actividades de Marketing que lhes possibilitem
implementar com sucesso o conceito e alcance do Marketing. Esta pesquisa permitiu elaborar um Modelo
de Plano de Marketing aplicável ao Sector Segurador. A Análise SWOT foi efectuada com base numa
pesquisa exploratória, com recurso a fontes secundárias e entrevistas semi-estruturadas. Tendo em conta
a Estratégia do Sector e a Análise SWOT, foram estabelecidos os Objectivos de Marketing, a Estratégia de
Marketing, o Plano de Acção, o Plano de Controlo e o Plano de Contingências para o Sector Segurador que,
no seu conjunto, formam o objecto deste Trabalho de Projecto, o Plano de Marketing do Sector Segurador
português, com um horizonte temporal de aplicação até Dezembro de 2012; ABSTRACT:The main objective of this Research Work is to devise a Marketing Plan for the Portuguese Insurance
Sector. In methodological terms, we start for literature revision in order to study sixteen Models of
Marketing Plan from the last decade. According to the literature review, we found that firms which not
conceive a Marketing Plan do not develop the Marketing Activities necessary to implement with success
the concept and scope of Marketing. With this research we create a Model Marketing Plan applicable to
the Insurance Sector. The SWOT Analysis was based on exploratory research, using secondary sources and
semi-structured interviews. Given the Sector's strategy and SWOT Analysis, we define the main objectives
of Marketing Objectives, the Marketing strategy, the Action Plan, the Control Plan and the Contingency
Plan for the Portuguese Insurance Sector which, taken together, form the subject of this Research Work,
the Marketing Plan for the Portuguese Insurance Sector, with a time horizon of application until
December 2012.
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Suslavičiūtė, Neringa. "UADB „Ergo Lietuva“ paslaugų rinkodaros strateginės kryptys." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100617_121545-29967.
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Tyrimo objektas – UADB „Ergo Lietuva“ paslaugų rinkodara.
Tyrimo tikslas – suformuoti UADB „Ergo Lietuva“ paslaugų rinkodaros strategines kryptis.
Iškeltam tikslui pasiekti sprendžiami tokie uždaviniai:
1) išnagrinėti mokslinę – metodinę literatūrą, susijusią su draudimo paslaugų rinkodara bei jos taikymu draudimo veikloje, nustatyti pagrindines rinkodaros funkcijas, strategijas ir jų reikšmę;
2) parengti tyrimo metodiką draudimo bendrovės „Ergo Lietuva“ rinkodaros strateginio planavimo būklei nustatyti;
3) išanalizuoti draudimo paslaugų rinkodaros aplinką bei jos poveikį strateginiams rinkodaros sprendimams.
Tyrimo metodai. Analizuojant teorinę draudimo rinkodaros reikšmę taikyti bendramoksliniai tyrimo metodai – sisteminė ir lyginamoji mokslinės literatūros analizė, mokslinės literatūros studijavimas ir apibendrinimas. Tyrimo metodinį pagrindą sudaro empirinio tyrimo metodika. Atliekant rinkodarinės veiklos tyrimą naudoti kiekybiniai ir kokybiniai tyrimo metodai: analizė ir sintezė, apklausos metodas.
Tyrimo laikotarpis: 2004 – 2009 metai.
Tyrimo rezultatai:
• pirmame darbo skyriuje išnagrinėta draudimo paslaugų rinkodaros samprata ir funkcijos, draudimo rinkodaros komplekso elementų strategijos, draudimo rinkodaros strategijų reikšmės.
• antrajame skyriuje pateikiama draudimo bendrovės ,,Ergo Lietuva“ charakteristika, rinkodaros aplinkos analizė, bendrovės taikomos rinkodaros strategijos, draudimo paslaugų vartotojų nuomonės tyrimo metodika.
• trečiajame skyriuje... [toliau žr. visą tekstą]The object of the research – the service marketing of the insurance company „Ergo Lietuva“. The aim of the research – to formulate the strategic aspects of the insurance company‘s „Ergo Lietuva“ services marketing. To achieve the aim, the following problems are being solved: 1) to analyse the scientific – methodical literature related with the insurance services marketing and its application in the insurance activity, as well as, determine the basic marketing functions, strategies and their significance; 2) to prepare the methodology of the research in order to define the strategic planning condition of the insurance company „Ergo Lietuva“ marketing; 3) to analyse the environment of the insurance services‘ marketing, including its impact on the strategic marketing decisions. Research methods. The analysis of the theoretic significance of insurance marketing integrates general research methods, such as, systemic and comparative analysis of scientific literature, the study of scientific literature and generalizations. The methodical basis of the research includes the methodology of the empiric research. While conducting the analysis of the marketing activity, the following quantitative and qualitative research methods have been applied: analysis and synthesis, as well as, the interview method. Research period: 2004 – 2009. Results of research: • the first section of the work explicates the notion of insurance services marketing and its functions, the strategies of... [to full text]
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Cestr, David. "Specifická role marketingu v oblasti zdravotního pojištění." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75484.
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The main target of this Master thesis is to find out health insurance company's possibilities in creating marketing plans and their implementation. The health insurance company is a specific subject which has different marketing tools as well as other responsibilities and legislative limitations. First part describes theoretical principles, methods and tools of marketing. Those are later applied to the field of public health insurance. Basic information about health insurance, its creation, formation and development concludes this passage. Second section deals with analysis of particular health insurance company, its marketing plan, budget, strategy, etc. An evaluation survey which depicts general public awareness of health insurance companies and their activities is also included in this part.
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Madubanya, Peter Petrus Malesela. "The influence of customer relationship management on customer loyalty at a South African life insurance company." Thesis, Cape Peninsula University of Technology, 2015. http://hdl.handle.net/20.500.11838/2043.
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Thesis (MTech (Business Administration))--Cape Peninsula University of Technology.This thesis is prompted by the discussions around Customer Relationship Management (CRM) in the financial industry and life insurance companies in particular. The study seeks to gain better understanding of the influence that CRM has on Customer Loyalty in a selected South African life insurance company. While CRM has been approached by academics and practitioners from different perspectives, literature seems to be viewed as inconsistent and fragmented on this concept. The concept of CRM is a new approach by management in South Africa and it is due to this fact that there are not sufficient studies on it. The purpose of this thesis is to investigate the influence of Customer Relationship Management on customer loyalty in Metropolitan. To achieve this purpose, a questionnaire was distributed amongst selected Metropolitan customer service offices nationally and a selected number of customers were approached to participate in the study. The findings show that Customer Relationship Management has an influence on customer loyalty and that Metropolitan does employ the principles of Customer Relationship Management.
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Araújo, Carla Isabel Antunes Nabais. "Estudo do posiconamento da actividade seguradora : o caso da Real Seguros." Master's thesis, Universidade de Évora, 2007. http://hdl.handle.net/10174/18274.
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Com o presente estudo analisaram-se os diversos ramos de seguros de diversas Seguradoras que operam no mercado segurador português, com o objectivo de determinar o posicionamento da Real Seguros. A análise foi realizada através de dados fornecidos pelo Instituto Seguros de Portugal que se reportam a 2005. Os resultados analisados das diversas seguradoras mostram que a Real Seguros representa 2,8% da quota de mercado, apresentando um crescimento de 9,1% que se deve fundamentalmente ao Ramo Vida e aos elevados investimentos na notoriedade da marca. É também objetivo do presente estudo, compreender quais as motivações dos clientes e mediadores na escolha da Real Seguros. Para isso efectuaram-se questionários nos quais se obtiveram 100 respondentes clientes e 100 respondentes mediadores válidos. Verificou-se que o preço é fundamental quer para a subscrição de um seguro, no caso dos clientes, quer para a venda do mesmo, no caso dos mediadores. Contudo, dada a elevada concorrência no sector, a eficiência de uma seguradora é cada vez mais importante para um serviço bem prestado e consequente fidelização dos clientes e mediadores.
Os questionários também permitiram verificar que os clientes e os mediadores estão satisfeitos com o serviço prestado pela Real Seguros, indicando assim que a empresa está num bom caminho. ABSTRACT; ln the present study several insurance companies that operate in the Portuguesa market were analyzed on the topic of their insurance activity with the objective of determining the positioning of the Real Seguros Company. This analysis was produced with data from the Portuguesa lnsurance institute concerning to the year of 2005. Results show that Real Seguros represents 2,8% of the insurance market share, and presents a rate of grow of 9,1% mainly due to the Life business and to high investments in the brand awareness. This study also aimed at understanding the main motivations of clients and intermediaries for choosing the Real Seguros. For this matter, questionnaires were carried out both to clients and intermediaries resulting 100 valid respondents for each group. lt was verified that price is fundamental for insurance subscription and for its sail concerning clients and mediators, respectively. Nevertheless, due to the high competition of this sector, the efficiency of an insurance company is everyday more important for a good service and consequent fidelity of clients and intermediaries. Questionnaires also showed that clients and intermediaries are pleased with the Real Seguros service indicating that the company is on a good track.
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Gasiorovičová, Markéta. "Segmentace ve finanční instituci." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16591.
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Work is focused on main problems of segmentation in practical life taking complicated financial services showing difficulties the market is facing. Aa main stream is author describing czech insurance market where segmentation has held a prime place within media and insurers interest. On the other hand is also showing banking sector where easy and simple marketing segmentation has been adopted. After analyzing the real situation, author is taking best practice advise from real world and also recommendation on what to do next from theory.
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Baosuwan, Kunthorn. "The study to determine customers preference of using claims system via the internet at National Insurance Company Limited, Thailand." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2939.
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Sedliak, Tomáš. "Marketingový mix v pojišťovnictví a analýza současné marketingové strategie České pojišťovny." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-116251.
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This thesis is analysing the current marketing strategy of Česká pojišťovna. In particular, it is focused on changes which were realised during the marketing campaign named "Podzimní ofenzíva 2011". There are described innovations of products of insurance, marketing communication and distribution department of Česká pojišťovna. The attention is also dedicated to the creation of insurance prices. In the theoretical part, there are characterised particular parts of marketing mix, service marketing and insurance mar-keting.
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Palionytė, Justina. "Lietuvos Valstybinio socialinio draudimo fondo valdybos valdymo reformų analizė ir vertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2013~D_20140127_132058-52471.
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Magistro studijų baigiamajame darbe išanalizuotos ir įvertintos Valstybinio socialinio draudimo fondo valdybos valdymo reformos, iškelta vienos iš jų tikslo – užtikrinti efektyvesnį socialinio draudimo fondo biudžeto lėšų ir žmogiškųjų išteklių naudojimą – įgyvendinimo problema bei pateiktos rekomendacijos Valstybinio socialinio draudimo fondo valdybai ir Lietuvos Respublikos socialinės apsaugos ir darbo ministerijai. Pirmoje darbo dalyje tiriami valstybinio socialinio draudimo valdymo teoriniai aspektai: apibrėžiama socialinio draudimo samprata ir reikšmė, apibūdinama valdymo sistema ir jos funkcijos, analizuojami valdymo problemoms įtakos turintys veiksniai. Antroje dalyje atliekamas Valstybinio socialinio draudimo fondo valdybos valdymo reformų vertinimas: analizuojami valdymo reformų tikslai, apibūdinami ir įvertinami valdymo reformų etapai ir aptariami valdymo reformų rezultatai, palyginant juos tarpusavyje bei pateikiant Valstybinio socialinio draudimo fondo valdybos valdymo reformų SSGG analizę.There are analysed and evaluated management reforms of the State Social Insurance Fund Board (“Sodra”) in this master‘s thesis. Also it is raised the problem of management reforms purpose implementation which is to ensure a more efficient usage of Social Insurance fund budget assets and human recourses. Finally, recommendations for the State Social Insurance Fund Board and the Ministry of Social Security and Labour are presented. The first part explores State Social Insurance theoretical aspects of management. The concept and the meaning of social insurance are defined, the management system and it’s functions are described, also the factors affecting the management problems are analysed. In the second part the management reforms of the “Sodra” are evaluated analyzing aims, describing and evaluating stages and discussing results. The results are compared. A SWOT analysis of management reforms in the State Social Insurance Fund Board is presented as well.
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吳美蘭. "Relationship Marketing on Insurance, Personal Applied Designing Service and Research." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/35394291648106516255.
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碩士國立臺灣師範大學
設計研究所在職進修碩士班
97
The insurance marketing in financial service industry has changed from professional marketing to advisory marketing even well-rounded consultants who help you conduct financial transactions. Besides risks management, the marketing area includes financial management. The insurance marketing salesmen have become much important roles in society nowadays. Insurance and financial products are long term contract. Salesmen’s individual illustrations about characteristics of the products trigger the clients’ interests to purchase. This research investigates how to design insurance marketing and make relationship marketing better to set up the loyalty of customer. The research inquires into by the following both sides: 1.The literary reviews of service industry: through some aspects like marketing management, relationship marketing, relationship quality, the side of target market to discuss how to make the both winning aspect between the marketers and customers to set up good relationship and loyalty. 2. The literary reviews of insurance marketing and data collection about the state of target market: to find out the needs of the clients of insurance marketing and the way to enhance the relationship with customers. Through precedent literary reviews, example discussion and researchers’ own twenty-year marketing creativity, the research makes the insurance product visualize, moreover, sets up the individual visual identity to make designs apply to life insurance marketing. The conclusion of this research: 1.Through the application of design and giveaway, it enhance the positive side of insurance relationship marketing. 2. The visual creativity of the insurance concept can promote the agreement of customers to reach the purpose of marketing. 3. The visual marketing of insurance and individual label profit the establishment of trust and loyalty.
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Wang, Yi-Chiao, and 王薏喬. "Relationship Marketing Reseaching of life insurance in short message service software." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/72480853938403346438.
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Chu, Yi-Ching, and 朱宜菁. "A Study on Marketing Strategy, Internal Marketing and Product Service Satisfaction of Insurance Brokerage Industry." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3jx3vw.
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碩士國立高雄科技大學
風險管理與保險系
107
ABSTRACT When the concept of marketing flourishes, it is the operational logic based on product marketing. However, when the economy and society develop to the service industry as the main body, traditional marketing thinking needs to be modified and adjusted. That is to say, insurance companies should not only focus on products and external clients for their subject matter (external marketing), but also include organizations and internal employees (internal marketing). To increase market share and reduce operating costs, insurance companies promote insurance through insurance brokers and insurance agents (referred to as insurance subsidiary), which consequently makes the interaction between the two organizations more frequent. Based on the data of the sampling questionnaire, we analyze the marketing channel strategy of insurance subsidiary, internal marketing, and channel service satisfaction. In addition, the study is based on three different perspectives as the followings: “cognition of marketing strategy”,“aspect of internal marketing” and “ satisfaction of channel service”. Factor analysis, independent sample t-test and one-way analysis of variance are conducted and the overall reliability is greater than 0.9, which demonstrates the sampling questionnaire is very credible. The results of the study demonstrate that the personnel and the non-supervisor of the business department firstly contact with the insurance subsidiary; therefore, the demand cognition is relatively high for “separation strategy of channel commodity”, “sales strategy of channel planning” and “satisfaction of personnel and logistics service” of the insurance subsidiary. It is suggested that supervisors clearly convey the decision-making plan of the company and report to superior about the demand changes of solicitors for the market. Furthermore, supervisors should understand the channel needs reflected by service personnel to know changes of the market and strengthen the service quality of the internal staff to create a good business reputation and corporate image. Keywords: insurance assistant, corporate image, channel strategy
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LIN, SHIANG-FU, and 林祥複. "A STUDY OF LIFE INSURANCE SERVICE MARKETING STRATEGY---AN EXAMPLE OF CATHAY LIFE INSURANCE CO. LTD." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/24176221478406944940.
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碩士國立中山大學
企業管理學系
88
This study selects domestic life insurance company-Cathay Life as an example to do the research on relationship among "Customer Perceived Perception", "Customer Satisfaction","Customer Organizational Commitment"and "Service Recorery Expectations"for making marketing strategy. The survey is focused on the policy holder above 14 years old of Cathay Life in Taichung area, utilizing SPSS System to analyse the relationship among"Customer Perceived Perception", "Customer Satisfaction", "Customer Organizational Commitment " and "Service Recovery Expectations". Main findings of this study are listed as follows: 1.Customer Perceived Perception is related positively to Customer Satisfaction, and also has influence. 2.Customer Satisfaction is related positively to Customer Organizational Commitment, and also has influence. 3.Customer Satisfaction is related positively to Service Recorey Expectations, and also has influence. 4.Customer Perceived Perception is related positively to Customer Organizational Commitment, and also has influence. 5.Customer Perceived Perception is related positively to Service Recovery Expectations , but has no influence. 6.Customer Organizational commitment is related positively to Service Recovery Expectations, and also has influence.
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Chen, Ying Jung, and 陳映蓉. "Experiential Marketing , Service Innovation and Customer Loyalty of Commercial auto insurance UBI." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/37vr48.
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碩士實踐大學
財務金融學系碩士班
105
Peter Drucker once said: "Innovation or Die", in recent years, financial technology caused by the destruction of innovation to change people's behavior, insurance technology innovation also followed. Wireless communication technology has spawned all kinds of innovative services of intelligent cars, while UBI (usage-based insurance) auto insurance is regarded as the most potential service model. In addition to the rapid development of UBI auto insurance, in addition to the network environment is mature, most countries in the world auto insurance rates to liberalization is also an important reason; In order to avoid falling into the vicious circle of price competition, the provision of differentiated services has become a common challenge for auto insurance service providers. A total of 500 questionnaires were collected from the questionnaire, and 484 questionnaires were collected. The recovery rate was 96.8%. There were 445 valid questionnaires. The effective rate was 91.9%. A total of 455 valid questionnaires were collected and analyzed by SPSS software. Statistical analysis, reliability analysis and single factor variance analysis were performed and homogeneity test was performed In the significant differences for the surface of Scheffe post-test, the correlation coefficient analysis. The results show that there are significant differences in sensory experience and repurchase behavior and recommended behavior between different enterprises' establishment time and capital enterprises. There are significant differences in sensory experience, repurchase behavior and recommended behavior among different employees. Different types of industry to the thinking experience, associated experience, product innovation, service innovation and recommended behavior has significant differences. Moreover, it is found that UBI auto insurance experience marketing, service innovation and customer loyalty between the existence of significant interaction.
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Simon, Chang, and 張文彥. "The impact of service innovation and experiential marketing from store-type insurance service stations on consumer purchase intention – Taking A insurance broker as an example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3eaq8t.
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碩士國立成功大學
高階管理碩士在職專班(EMBA)
107
The aim of this study is to explore the impact between service innovation of store-type insurance service stations on customer purchase intention, as well as the mediating effect of experiential marketing. We applied handwriting questionnaire and convenience sampling to collect research data. In this study, there were 300 questionnaires distributed and 259 valid questionnaires were returned. Based on the statistical analysis, our main findings are as follows: 1.The service innovation has significantly positive effect on experiential marketing. 2.The service innovation has significantly positive effect on customer purchase intention. 3.The experiential marketing has significantly positive effect on customer purchase intention. 4.The sensory experience has a full mediating effect between service innovation and customer purchase intention. 5.The affective experience has a partially mediating effect between service innovation and customer purchase intention. 6.The thinking experience has a partially mediating effect between service innovation and customer purchase intention. 7.The relate experience has a full mediating effect between service innovation and customer purchase intention.
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Chen-CheTseng and 曾健哲. "The Effects of Experiential Marketing on Perceived Service Quality and Customer Satisfaction: A Case Study of Automobile Insurance Services in One Property Insurance Firm in Taiwan." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/wq6yp7.
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碩士國立成功大學
高階管理碩士在職專班(EMBA)
104
There are three strategies that enterprises adopt to tackle their competitors: Cost Leadership Strategy, Differential Strategy, and Focus Strategy. For service industries, although Differential Strategy conflicts with Cost Leadership Strategy, it can help enterprises to adjust their marketing strategies and enhance their competition by collecting customers' feedback. After Schmitt brought up Experiential Marketing in 1999, it has become a popular strategy. It makes the customers identify with the products and the service, betters the Perceived Service Quality and improves the development of the enterprises. The result of this study shows that through analyzing the five experiential strategies: sense, feel, think, act and relate, we will find out whether the customers are satisfied with the insurance agent's service or not when claiming the car accident. The study shows the positive influence that Experiential Marketing has on Perceived Service Quality and Customer Satisfaction.
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Yeh, Kuan-Chieh, and 葉光傑. "A Study of Marketing Service Quality and Satisfaction Based on "Kuo Hua Life Insurance Co,Ltd"." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/73627479500771887316.
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碩士國立中山大學
企業管理學系研究所
90
Abstracts This survey is done, based on the medium-large sized insurance company, Kuo-Hwa Life Insurance Company. It is focused on the interactions of its marketing, service quality, insurer’s expected service, perceived service, perceived service quality, customer satisfaction, loyalty, persistency, repurchase and recommendation, in order for the company to evaluate and establish guidelines of the marketing st-rategy. Those who were questionnaired are the insurers over 18-years-old in the metropolitan areas of Tainan. The personnel of Customer Service within the company have distributed 800 questionnaires. Among these, 586 questionnaires were returned with 20 of them void, making it 566 valid. EXCEL, SPSS statistics software were applied to analyze the insured age, marital status, education, annual income and occupation, to better understand tleir perceived service quality, satisfaction, loyalty, persistency and the intention of repurchase of other products from Kuo-Hwa Life Insurance. The research has resulted in: Positive reflection between Perceived Service versus Perceived Service Quality; Positive reflection between Expected Service versus Perceived Service Quality; Positive reflection between Perceived Service versus Satisfaction; Positive reflection between Perceived Service Quality versus Satisfaction; Positive reflection between Expected Service versus Satisfaction; Positive reflection between Satisfaction versus Persistency and Repurchase of Other Insurance Products; Positive reflection between Customer Satisfaction versus recommendation.
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FU, JYOU-RU, and 傅九如. "The Application of Competitive Strategies and Service Marketing to Sales of Property-Liability Insurance Industry─A Case of a Taiwan Property-Liability Insurance Company." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/88759499226359726007.
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碩士逢甲大學
經營管理碩士在職專班
97
The aim of this research is to study the trend of the future marketing mix development of the domestic property insurance industry for corporations to take as reference when selecting the appropriate marketing mix strategy to further satisfy the customer’s needs and improve the company’s ability to gain profit through the discussion of current marketing channel of the domestic property insurance industry and the in-depth interview according to the characteristics of the property insurance company, customer, product and market. This research analyzes the target company’s competitive strategy individually based on Porter’s theory for generic competition and then examines the target company’s competitive strategy according to the customer’s demand for the 7Ps of the services marketing mix. The findings of this research are as the followings. With regard to the analysis of the interview data, it is found that the target company’s competitive strategy mainly follows the low cost, differentiation and concentration advantages of Porter’s theory for generic competition. In addition, it clarifies the view that the industry generally believes the low cost strategy is the quickest way to increase sales and further comes up with alternative strategies. Among them, the strategies such as improving the quality of insurance services, earning customer’s trust, enhancing the services quality to gain loyal customers, controlling the customer’s needs at all time and developing various products to improve the company’s competitive advantages not only can allow the company to gain long-term profit but also can improve the corporate image as well as the market share of the promoted product. On the other hand, this research conducts an investigation on the key element of the 7p from the customer’s viewpoint according to this alternative strategy after analyzing the target company’s competitive strategy. Based on the conclusion, it is known that the customers primarily concerns about the price for a product. On top of that, the target company’s performance related to the product, distribution, promotion and stuffing all meet with the customer’s ideal 7Ps. However, the simple process flow must be improved in order to satisfy the customers.
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Lin, Chi-Feng, and 林其鋒. "The Impact of Marketing Variables and Switching Costs on the Customer Switching Intention: Life Insurance Service in Taiwan." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/43070065879609393797.
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碩士輔仁大學
管理學研究所
91
Customer switching behavior not only damages the market share and profitability of service firms, but also can result in huge loss for life insurance, banking and mobile phone services which catch profits through continuous services or long-term memberships. It is very important for firms to know why customers switch and lower customer switching rates. If competitors provide superior marketing variables (e.g., lower price) relative to the incumbent, customers are likely to be attracted and switch firms. Besides, switching costs will also influence the likelihood of customer switching, even act as an exit barrier between buyer and seller. So understanding customers how to treat simultaneously relationships with the incumbent, switching costs and other firms’ marketing variables will help firms constitute its defending strategy or attacking strategy to attract other firms’ customers. This study’s purpose is to investigate the importance of price, product, interpersonal relationships and switching costs when customers consider to switch the life insurance services, and investigate if interpersonal relationships and switching costs can develop moderating effects on competitors’ marketing variables. The results suggest that consumers think price is the most important thing when they consider to switch, second is switching costs and products, interpersonal relationship with the incumbent is the last considering thing; with respect to switching barriers, switching costs will develop moderating effects on competitors’ price and product. The study contributes to find when customers consider simultaneously these factors, interpersonal relationship is not the most emphatic point; on the contrary, it is competitors’ price. Next, for the incumbent firms, constituting the defending strategy with switching costs will develop more moderating effects than the strategy with interpersonal relationships. There are two research suggestions: first, competitive firms should put strategic points on price and product; especially the price strategy, second, incumbent firms should constitute the defending strategy with switching costs to prevent customers switching. Because firms’ resources are rare, they need know what is consumers’ consideration and set the strategy correctly to reach the greatest utility. Firms can understand how consumers consider to switch the life insurance services through this research and can allocate resources efficiently. This study’s results have important implication on customer switching behavior.
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Tai, Chun-Ming, and 戴駿名. "A Study of Professional Competence, Relationship Marketing and Service Quality on Job Performance -A Case Study of Life Insurance Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/v7an23.
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碩士崑山科技大學
企業管理研究所
106
This samples of this study are five insurance company’s which are Cathay Life Insurance, Fubon Life Insurance, Nan Shan Life Insurance, Shin Kong Life Insurance and Mercuries Life Insurance.The study is to verify the professional competence, the relationship marketing and service quality on job performance. The objective is finded out the most important predictor of job performance. The questionnaire was issued during February 2, 2018 to February 28, 2018. A total of 650 questionnaires were issued, valid questionnaires were 524. This study empirical steps as follows, first step proceed frequency distribution of basic question items. Second step carry factor analysis to extract four research constructs. Third, the correlation analysis was made to investigate the relationships between the four research constructs. Finally, using regression analysis to verify whether the basic assumptions of this study are supported or not. At the same time, this study carry the causal method of Baron and Kenny (1986) to verify whether there exist the intermediary effect between the main relationship of “professional competence and job performance” by the hierarchical regression. The empirical results are as follows: professional competence has obvious significantly positive impact on service quality, income performance and business performance. Service quality has insignificantly positive impact on income performance, while service quality has significantly positive impact on business performance. For the effect of mediation, professional competence significantly negative(positive) affects income(business) performance through service quality. For the effect of moderation, there exists significantly weaken moderating effect of relationship marketing on the relationship between “professional competence and service quality”. The moderating effect of relationship marketing on the the relationship between “professional competence and job performance” and “service quality and business performace” are enhanced.
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Chiu, Ching-Ting, and 邱靖婷. "The Effect of Experiential Marketing on Customer Satisfaction and Customer Loyalty─ The Case of Service Centers in "C Life Insurance Company"." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/eqz22k.
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碩士淡江大學
保險學系保險經營碩士在職專班
102
Schmitt (1999) proposed the concept of "experiential marketing", and experience has obviously become the market mainstream. Different from the traditional marketing approach, enterprises are paying more attention to the value perception after customer experience and strive to provide customers an overall experience to create a touching relationship. Experiential marketing approach can provide customers with unforgettable feelings and memories, thereby enhancing customer satisfaction and developing customer loyalty. Therefore, the life insurance industry should provide diverse and unique services that are beyond customer expectations, in order to meet the needs and experiences of the customers and achieve the purpose of enhancing customer satisfaction and loyalty. From the perspective of experiential marketing, this study investigated the experiences of the insurance company clients at the service centers, in order to discuss the influences of marketing experience on customer satisfaction and loyalty, thus creating service differentiation. Taking C Life Insurance Company for example, this study distributed questionnaires by random sampling, collected 502 valid samples. The data were analyzed with regression analysis to validate the hypotheses. The study results show that: (1) experience marketing and customer satisfaction have a significant positive correlation, showing that the positive emotions and feelings of policyholders given by C Life Insurance Company effectively improve customer satisfaction; (2) experiential marketing and customer loyalty has a significant positive correlation, indicating that the enhancement of C Life Insurance Company''s brand image effectively increases customer loyalty; (3) customer satisfaction and customer loyalty has a significant positive correlation, indicating that satisfaction of C Life Insurance Company''s policyholders with the service process of service personnel contributes to customer loyalty.
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Chen, Yu-Tung, and 陳語桐. "The Analysis of the Relationship between Service Quality and Customer Loyalty in the Insurance Industry Using Marketing Channel as the Moderator." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/4aarz5.
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碩士元智大學
管理碩士在職專班
104
ABSTRACT Taiwan has the highest insurance penetration in the world. To navigate through the dizzying array of insurance options, getting recognition and acknowledgement from insurers, standing out among thousands of rivalries, improving customer loyalty to keep an existing customer while acquiring a new one has remain one of the most highlighted concern to the insurance industry. Multiple studies published in the past have shown that customer loyalty plays a key factor to service quality, therefore this study will explore the relationship between service quality and customer loyalty. In addition, as thousands of sales distribution channels emerged, the impact of sales channels on service quality and customer loyalty becomes a topic worth discussing. Here, the report will not only discuss the potential impact of sales channels on service quality and customer loyalty but also establish a research model to explore the relationship between the three factors. This report utilizes 254 samples of valid questionnaires to assess the relevance and credibility of analysis. According to the results of regression analysis, service quality and customer loyalty indicates a positive correlation, further, the relationship signifies as insurance companies’ service quality increases, customer loyalty also increases and vice versa. Finally, the studies discovered that sales channels hold no significant influence on the quality of service and customer loyalty. Evidently, sales channels do not positively influence service quality and customer loyalty.
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Hsiao-Ping, Tsai, and 蔡曉萍. "Study of Relationship Marketing on Service Quality、Relationship Quality and Customer Loyalty - An Empirical Study Of The Insurance Industry In Taiwan." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/7ec2xc.
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碩士國立嘉義大學
管理學院碩士在職專班
97
Abstract In recent years, the insurance industry is facing a very competition environment. Insurance realize that it is very important for them to retain their existing customers. Moreover, insurance try to provide good quality of service and financial merchandise to satisfy the specific customers, and to keep long-term relationship with the specific customers. We use convenient sampling method in our survey to select the certain amount of customers in the insurance in northern、central and southern Taiwan. We study of relationship marketing on service quality、relationship quality and customer loyalty—an empirical study of the insurance industry in Taiwan. Conclusively, this study provides strategies and references for the insurance. This theoretical study is justified by the empirical study. We conclude with the following five remarks: 1.The relational marketing affects the service quality 2.The relational marketing affects the relational quality 3.The relational marketing affects the customer loyalty 4.The service quality affects the relational quality；and 5.The relational quality affects the customer loyalty.
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chen, Ping-fen, and 陳炳芬. "The Study to examine the impact of Vertical Co-punishment and Check Control System to Fraud with Service Quality in Insurance Marketing." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/00288986670776233464.
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碩士德明財經科技大學
服務業經營管理研究所
97
Abstract With no wonder, there exist certain chances of speculation by fraud behaviour in human’s world. The study of engaging in fraudulence mostly focuses in the field of accounting and auditing. On the other hand, the papers of fraud behaviour has been rarely published and studied in this field because insurance industry is one of the most credibility banking systems. For the insurance companies, the service without any credibility is going to lose the cost of credit. Hereby, this paper explores and discusses the negative impact and influences of cheating behaviour by qualitative method and examines the possible control mechanism to prevent the chances of fraudulences. The results of this paper show that most fraud cases in insurance industry incurred by personal internal misconducts and the incomplete mechanism of management system. Fraud behaviour causes the deepest impact to the clients even though most salesmen don’t think reward contributes to fraud behaviour and also in the open interview of questionnaire, the answer released the message that reward is the key element to fraud behaviour without any consideration of consequence. The executives of sales Dept. prefer the co-punishment as the useful mean to stop such behaviour while most salesmen don’t agree it. Therefore, Insurance companies should strengthen the selection and training program for salesmen and design the effective control system including co-punishment and auditing mechanism.
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Tsai, Cheng-Hsiung, and 蔡正雄. "Differentiation between the multiple marketing channels and service quality of the property and liability insurance industry: Analysis from the supplier’s point of view." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/w8t6ac.
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碩士國立臺中科技大學
保險金融管理系
107
The diversification and coexistence of insurance marketing channels have always been the focus of attention in the literature. The previous studies mainly verified the product quality differentiation among different channels from the perspectives of insurance companies and customers (known as product quality hypothesis). Unlike past works, the insurance agent’s perspective was adopted in this study to verify the product quality hypothesis. Results showed that the optimum service performance on the service efficiency comes from the insurance broker or agent, and the direct underwrite channel and life insurance channel can usually obtain the best internal support and assistance. Moreover, agents of insurance brokers or agents of life insurance tend to invest more time to assist the customers during the negotiation and ensure the high quality of the insurance policy change and renewal. To sum up, the product quality hypothesis can only obtain part of the support, indicating that the multiple marketing channels of the non-life insurance industry are oriented to different kinds of service quality, each having their distinct advantages.
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Lin, Chung-chia, and 林忠家. "The Research of Relationships among Perception of Internal Marketing, Job Satisfaction and Service-Oriented Organizational Citizenship Behavior -A Case of Life Insurance Industry." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/01731614635530351344.
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碩士真理大學
管理科學研究所
93
At the service marketing gradually be paid attention of age, the performance of service employees have key influence on customer satisfaction, marketing outcomes even on the success of enterprise. In the face of the market environment with keen competition, after enterprises focus on customer's relation management, the management factor offered inside enterprises is also the important factor of determining the competitiveness. This idea of management is same to the concept of internal marketing that brought up by Gronroos in 1981.This research wants to probe into the insurance industry which depends on the high interaction between the staff and customers, research the relationship among the staff’s degree level of internal marketing, self job satisfaction and behavior. The study used questionnaire survey to collect data. The methods of analysis are analysis of variables (ANOVA) and linear structure relation (LISREL). From the results of our analysis, different personal incomes exhibit a remarkable difference in job satisfaction and service-oriented organizational citizenship behavior. Otherwise, the married, elder and seniority are willing to show service-oriented organizational citizenship behavior highly. After analyzing causal relationships within variables, these three factors show remarkable cause and effect relationships. Job satisfaction has the significant moderator effect between perception of internal marketing and service-oriented organizational citizenship behavior.The overall research structure also shows that structure which we conducted is suitable.
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"A study of the marketing of provident fund manag[e]ment services by life insurance companies to manufacturers in Hong Kong." Chinese University of Hong Kong, 1987. http://library.cuhk.edu.hk/record=b5885827.
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Chien, Judy, and 簡之怡. "The study of services marketing strategies on insurance industry －A case of the C company." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/pfyap5.
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碩士國立臺北科技大學
工業工程與管理系所
94
In this fast changing era, the biggest problem which enterprise faces is the need for flexibility to respond to ever changing customer demands, also competition is intense. Modern society is increasingly a service society. The economic dynamic is service orientation. In this〝new economy〞better service augments ability to compete successfully. Thus the strategy for marketing, sales and management becomes crucial. The insurance industry thrived for 40 years under governmental protection and control. After globalization and free economy made a great impact on Taiwian, the competition in the insurance industry become more fierce.Therefor the subject on strategy of marketing is an important topic. How to be more efficient under the system we have now, will rely on a correct marketing strategies and management system, thus to provide compatible solutions for business expansion according to satisfaction of customer needs to optimize the company services and day to day operations. This paper’s focus is on special characteristics of insurance marketing. The purpose is to underscore the difficult position we’re in now, and to aid our understanding. Then we can come up with solutions, emphasizing an enterprise must pay more attention on changing marketing environment to successfully modify it’s concept for sales and marketing. In this way, modifying the past stagnant sales strategy, the〝new〞concept must be oriented twards favorable service to customer,or simply〝user friendly〞customer service. Establishment of financial holding companies became a competitive factor, therefore enhancing competition. This cross selling straegy is marketing main stream under such structure, increasing efficiency and effectiveness, thereby enhancing services to customers became an inevitable challenge for insurance sector firms. Company’s had to set up a new〝corporate culture〞focusing on customer centered services. So a new strategic thinking emerged.
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Chang, Ming-Yuan, and 張明元. "The Effects of Relationship Marketing on Customer Loyalty between National Health Insurance and Self-Payment Services – An analysis of Dental Clinics Services." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/34566315335922030507.
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碩士中國醫藥大學
醫務管理學系碩士班
101
Background: The medical services market in Taiwan, whether provided by hospital or clinic, Western medicine, or dentistry, are affected by global budget system and market competition. To seek innovative marketing techniques to attract new customers, to retain existing customers and to develop lasting doctor-patient relationship are major issues in health services administration. Relationship Marketing is about building trust, satisfaction and loyalty through maintaining and reinforcing the long-term relationship between organization and customers to increase benefits for both patients and providers. Aim: The study will explore the effect that relationship marketing has on dental clinic customer loyalty, and if relationship quality has significant effect on relationship benefits and customer loyalty. The insurance system in Taiwan renders the medical treatment cost to be very low. There is a significant difference from patients’ own expense. Are there any difference in impacts felt from relationship marketing and furthermore affecting satisfaction and loyalty, as a result of various demographic characteristics and payment methods? Method: This is cross-sectional study. Using Purposive Sampling to select four dental clinics in mid-Taiwan and to deliver 480 questionnaires yields effective recovery of 216 questionnaires. Using Pearson correlation to examine the relationship between all of the variables, the degree of effect in variables and moderators is investigated. Result & Conclusion: Relationship benefits and relationship quality received by customers from clinics have significant influence on customer loyalty. When we use demographic characteristics as the moderators, the level of education and the duration of clinic visits affect the trust benefits of relationship benefits and customers’ loyalty. There is no significant effect on customers’ relationship benefits to loyalty between National Health Insurance payment and patients’ own expense. To retain existing customers, clinics are recommended to put more resources in social benefits that customers can experience more directly.