The Factors Influencing the Repurchasing Intention of Bank Insurance in Taiwan

This study aims to explore the factors that influencing the repurchasing intention of bank insurance in Taiwan. Data were collected from questionnaire survey, 380 questionnaires were administered, the valid sample was 330 (86.84%). Reliability analysis, T-test, one-way ANOVA, correlation analysis and regression analysis were carried out by SPSS version19.0. The results found that there were significant correlations among corporate images of insurance company, interactive quality between banking specialists and marketing managers of insurance company, promotional activities of insurance company and repurchase intention. In the dimention of interactive quality, "attitude" of the marketing managers of insurance company ranked the highest which impacted on repurchase intention of bank insurance. There are two managerial implications. First one is to build a repurchase intention model of bank insurance for the life insurance company. The other is to provide an important reference with vocational training for marketing managers of life insurance company in Taiwan.