The Research of Relationships Among Organizational Trust, Brand Equity and Repurchase Intention-Take Industries for Example

[[abstract]]八十年代開始，服務的浪潮大規模席捲行銷市場，企業意識到服務不僅是一個附加價值，而且是一個重要的競爭優勢。唯有持真誠的原則去滿足顧客真正的需求，建立長遠的合作關係，才是致勝之道。近年來人身保險業引進國外商品以及全民健康保險之實施，引導社會大眾對健康保險之重視。於是本研究想瞭解探討消費者的組織信任對其企業的品牌權益的影響，以及對再購意願的可能影響。採用問卷方式，以大台北地區保戶為實証調查對象，共蒐集406份有效樣本，並以線性結構模式（LISREL）來驗證各變項間的影響關係。 其實証結果如下： （1）組織信任確實有正向提升品牌權益的效果。 （2）品牌權益對再購意願有顯著正向影響關係。 （3）品牌權益對組織信任與再購意願的關係具有顯著的中介效果。 經由上述結果，進一步提出理論上的實務運用以及後續研究之相關意涵與建議。[[abstract]]The wave of service effects marketing market largely at the beginning of 80’s . The industries have awareness of service not only an additional value, but also an important competitive advantage. The successful way is to satisfy the customer’s real necessities and to build advanced corporative relations by keeping sincerely attitude to them. Furthermore the life insurances industries adapt foreign products in recently years and National Health Insurance practices so that make the public put emphasis on the health insurance. Thus the goal of this study is to investigate the effects of the insured’s organizational trust have significantly influences on brand equity and repurchase intention. With 406 samples collected from the insured in Taipei area, we apply LISREL to verify the relationships among variables. The results are as follows： （1）Organizational trust has the significantly positive effect to brand equity. （2）Brand equity have the significantly positive effect to repurchase intention. （3）Brand equity have the significantly mediated effect to the relation between organization trust and repurchase intention. Finally, according to the conceptual framework and research findings, the study provided some meanings and suggestions in the theories, empirical studies, practices and future direction