The Influence of Customer Cross-Buying due to Customer Satisfaction,Marketing Communication and Product Involvement – The Case of Nan Shan Life Insurance Company

Autor:	Cheng-Ming Hung, 洪振閔
Rok vydání:	2013
Druh dokumentu:	學位論文 ; thesis
Popis:	101 Because insurance products are complex financial instruments tailored higher for people to meet their needs the insurance company's customer satisfaction will increase cross-buying. The purpose of this research is to analyze consumer attitudes toward insurance services, the effect of marketing strategies, customer satisfaction and the likelihood of cross-selling. This study using the structural equation model, verification mode and, hypotheses, empirical results show that marketing-communications has a positive impact on customer satisfaction. Marketing communication contains advertising, personnel marketing, sales promotion, public relations and direct marketing.
Databáze:	Networked Digital Library of Theses & Dissertations
Externí odkaz:	http://ndltd.ncl.edu.tw/handle/n39ft4 Zobrazit plný text záznamu