網路科技對客戶關係與服務品質之影響研究 以保險視訊投保為例

在保險科技的迅猛發展背景下，保險業的競爭態勢正在經歷重大變革。特別是網路科技的廣泛應用，不僅成為保險業內部變革的主要驅動力，還創造了嶄新的服務交付理念和環境。本研究旨在探討網路科技對客戶關係與服務品質的影響，並以保險視訊投保為例，分析消費者對視訊投保的接受程度及其對保險購買決策的影響。相較於傳統面對面的投保方式，運用網路視訊投保對顧客來說，資訊安全和隱私保護成為保險公司對顧客的重要保證和承諾。然而，技術問題如網絡不穩定或操作不熟練，可能導致投保過程中斷或產生誤解，這使顧客對保險服務人員的反應速度更為在意。這些問題會影響顧客的體驗和滿意度。因此，保險公司需要加強技術保障和客戶服務，以確保視訊投保的順利進行和增強顧客的信任。本研究通過問卷調查收集消費者對視訊投保服務的態度，以評估其對服務品質、關係品質、顧客滿意度和購買意願的影響。結果顯示，服務品質和關係品質顯著提升顧客滿意度和購買意願，尤其是服務品質中的「反應性」和「保證性」以及關係品質中的「承諾」。這為保險業提供了實證支持，建議在推動視訊投保服務時，應重點提升這些品質，以增強顧客滿意度和購買意願，從而提高競爭力。

關鍵字

服務品質；關係品質；顧客滿意度；購買意願；保險科技；視訊投保

並列摘要

In the context of rapid developments in insurance technology, the competitive dynamics of the insurance industry are experiencing significant transformation. Particularly, the extensive application of internet technology has not only become a major driver of internal reforms within the insurance industry but has also created novel service delivery concepts and environments. This study aims to investigate the impact of internet technology on customer relationships and service quality, using "video insurance" as an example, to analyze consumers' acceptance of video insurance and its influence on their insurance purchasing decisions. Compared to traditional face-to-face insurance methods, the use of video insurance raises issues of information security and privacy protection, becoming crucial assurances and commitments from insurance companies to their customers. However, technical issues such as network instability or unfamiliarity with the operation can interrupt the insurance process or lead to misunderstandings, making customers more concerned about the responsiveness of insurance service personnel. These issues can impact customer experience and satisfaction. Therefore, insurance companies need to strengthen technical support and customer service to ensure the smooth operation of video insurance and enhance customer trust. This study collected data on consumers' attitudes towards video insurance services through a questionnaire survey to evaluate its impact on service quality, relationship quality, customer satisfaction, and purchase intention. The results indicate that service quality and relationship quality significantly enhance customer satisfaction and purchase intention, especially the "responsiveness" and "assurance" aspects of service quality, and the "commitment" aspect of relationship quality. This provides empirical support for the insurance industry, suggesting that in promoting video insurance services, emphasis should be placed on improving these qualities to enhance customer satisfaction and purchase intention, thereby increasing competitiveness.