一般來說，消費者並不會主動向壽險市場投保，大多數的消費者仍是因為壽險顧問專員的強力推銷與全心服務而購買壽險產品，在隨著國人保險觀念的改變，以顧客導向的保險行業，唯有重視售後服務的品質，提供客戶滿意的商品及信賴的服務，方能達到或超越顧客的需求與期望，使顧客感到滿意並再續購或再推薦，維持良好契約的品質，增強組織服務。
本研究的目的以現今競爭激烈的壽險服務產業的顧客為研究對象。主要探討以下的目的：
(一)、 探討壽險行銷服務品質之顧客滿意度。
(二)、 探討顧客需求與期望服務對服務品質、商品再購、產品推薦之相關 連性分析。
(三)、 提供業者做為提升顧客滿意度及日後續保、商品再購、產品推薦方面經營改善之參考。
(四)、 經由提高服務品質、續保率、推薦率等三大經營重點來提升商品業績;並對未來發展方向提出建議。

本研究問卷共發出200份，回收168份問卷，其中無效問卷14份，有效問卷為154份。研究結果經SPSS分析發現：
一、顧客需求與期望服務對認知服務品質有顯著的正向影響。
二、認知服務品質對顧客滿意度有顯著的正向影響。
三、顧客需求與期望服務對產品續購率、推薦率有顯著的正向影響。
四、顧客滿意度對產品續購率、推薦率都有顯著的正向影響。

Generally, consumers would not take the initiative to purchase insurance product unless accepted the recommentaion by insurance consultant. In fact, most of cousmers will agree with the recommendation of buying insurance product only when they are satisfied with the insurance product, pre-sale and after-sale service offered by insurance consultant, which in turn, fulfills consumers’ need and expectation that can induce consumer to repurchase the product and recommend to their friends. Therefore, life insurance company has to make the product more fit for consumers and further improve the quality of service better.
Thus, the purposes of this study aim to：

1. Invetigate the influence of service quality on customer satisfaction.
2. Invetigate the influence of the product and service expectation on perceived
quality, consumers’ repurchase and remmondation intentions.
3. Offering life insurance industry some pratical suggestions for improving
business operation.
4. Offering the directions for future research to further investigate the relationshoips
among service quality, repurchase intention and recommendation intention.
Totally, 168 questionaire were sent out and 154 were valid among them. The
important findings of the research are listed as follows:

1. Consumers’ needs and expectations have significant positive influence on perceived quality.
2. Perceived quality has significant positive infleucne on customer satisfaction.
3. Consumers’ needs and expectations has significant positive influence on
repurchase and recommendation intentions.
4. Customer satisfaction has significant positive influenc on repurchase and
recommendation intentions.

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