保險業顧客關係管理系統之認知價值因素,系統使用表現與關係品質之研究

保險業在台以發展超過七十年，台灣於世界各國的保險密度排名第九，保險滲透度甚至是全球第一，平均每人擁有2.5張保單，在收入方面，2019年與世界其他市場比較，臺灣總保費收入為世界第10名。由此可見，台灣的保險市場於全球來說榜上有名，且近年來，全球化及資訊透明化，保險相關資訊及知識亦成為民眾日常討論的話題，在競爭激烈的市場中，保險公司及業務員如何脫穎而出，成為各家保險公司的首要工作之一，傳統的客戶連絡方式可能僅侷限在於電話或親自拜訪，近年的手機通訊軟體盛行，加上台灣密度極高的網路覆蓋率，顧客管理系統可以整合所有現有及潛在客戶相關的資訊以及活動數據，增進企業與客戶間的關係，其發展打破虛實框架，或許為這個問題帶來一個創新的解套方式。本研究為了解使用個案公司所開發之顧客管理系統（FBFLI定期聯絡系統）之認知價值因素、系統使用表現及關係品質，係以紙本問卷的方式蒐集資料。總計回收304份問卷，再剔除漏答問題以及重複勾選錯誤之問卷，有效樣本問卷為257份，回收率達83.2%。本研究採用敘述性統計、信度分析、相關分析及迴歸分析等統計方法進行分析，研究結果顯示，研究結果顯示，系統中的功能價值、資訊價值及情感價值，對於系統表現具有顯著的影響，且皆為正向，可增進工作效率、改善公司內部工作流程，並且有助於保險業務員獲取有用的服務品質管理資訊，整體來說，對於現有的工作是有幫助的，且符合保險業目前的政策及工作流程，進而可提升保險業務員持續使用系統的意願。

關鍵字

顧客關係管理系統；認知價值因素；關係品質

並列摘要

The insurance industry has developed in Taiwan for more than seventy years. Taiwan is ranked number nine in insurance density globally and number one in insurance penetration. Each person in Taiwan has 2.5 insurance policies on average. It becomes the primary task for insurance companies to keep their existing customers and to search for new customers in such a competitive market. A Customer Relationship Management (CRM) system was developed recently under having a nice environment with the high coverage of mobile networks and the popularity of communication software in Taiwan. This novel system brings a brand new idea for solving such a challenge compared with under traditional frameworks. The convenience sampling is adopted in this study to collect data through a questionnaire survey and applying different statistical methods to analyze those data. According to the survey and the results of the study, the functional value, information value and emotional value of this CRM system have the most significant impacts on its performance. All three values are positive to the performance and indicate increasing work efficiency, improving internal workflow in the company, and helping salespersons obtain useful information about service quality management. On the whole, it is helpful for salespersons to handle current works. It also conforms to the current policies and work processes in the insurance industry and thereby enhancing the willingness of salespersons to continue using this system.