壽險業保戶抱怨類型與再購行為之實證研究

An Empirical Study of Customer Complain Types and Repurchase Behavior of Life Insurance Company

陶登慧(Teng-Hui Tao)

指導教授 ： 何佳玲

淡江大學/商管學院/保險學系保險經營碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00373

摘要

隨著國內保險市場的快速變遷，消費者意識持續提升且對自我權益保護趨向主動積極，保險公司基於維護保戶權益及長久穩健經營，應真誠面對顧客的心聲與抱怨，才有機會贏得顧客信任並建立忠誠度，創造顧客與企業雙贏的局面。
國內保險業者均設有客戶服務專線，業者透過客服中心與顧客往來之紀錄，如能定期檢視、深入探討及追蹤，即有機會從顧客的抱怨與回饋，發現隱藏的禮物，來自顧客的聲音將成為公司精益求精與追求卓越的重要動能。本研究依據壽險公司客服中心之保戶抱怨類型，探討消費者涉入、服務品質、服務補救及顧客關係品質對顧客再購行為之影響，實證結果發現：消費者涉入程度、服務補救效果及顧客關係品質，對顧客再購行為均有顯著正向影響。「新契約招攬爭議」顯示消費者涉入程度高，與再購行為呈現顯著正相關；「非本人來電抱怨」顯示消費者涉入程度低，保戶不會再購，但不顯著。「保全」及「保費」業務爭議顯示服務品質不佳，保戶不會再購，但不顯著。「售後服務爭議」有較佳之服務補救效果，與再購行為呈現顯著正相關。「專案爭議」及「申訴」之服務補救效果較差，與再購行為呈現顯著負相關。「理賠爭議」及「重大爭議」對顧客關係品質(滿意與信任)產生負面效果，與再購行為呈現顯著負相關。本研究結果提供壽險業作為對顧客再購行為之決策擬定及教育訓練規劃之參考。

關鍵字

消費者涉入 ； 服務品質 ； 服務補救 ； 顧客關係品質 ； 再購

並列摘要

With the rapid changes of the domestic insurance market continued to improve consumer awareness and protection of rights and interests tend to take the initiative themselves, the insurance company policyholders' equity and long-term maintenance based on sound management, should sincerely face voices and complain that customers have a chance to win customers trust and build loyalty and create a win-win situation between customers and companies.
The domestic insurance industry caught a customer service line, through the call center industry and customer contacts the record, if they can regularly review, depth and track, will have a chance to complain and feedback from customers, discovering hidden gift, voices from the customer will become the company's excellence and the pursuit of excellence in important momentum. In this study, based on the policyholder's insurance company call center complaining type, investigate consumer involvement, service quality, service recovery and customer relationship quality customer repurchase influence behavior, the empirical results show that: the degree of consumer involvement, service recovery effects and customer relationship quality, customer repurchase behavior has significantly positive effect. "The new contract solicitation of controversy" shows a high level of consumer involvement, and repurchase behavior presents significant positive correlation; "I call to complain about the non" show low levels of consumer involvement, policyholders will not be available, but not significant. "Preservation" and "premium" business dispute show poor service quality, policyholders will not be available, but not significant. "Service Dispute" have a better effect of service recovery, and repurchase behavior presents significant positive correlation. Service Recovery Effects "Project controversy" and "appeal" of the poor, and then purchase behavior presents significant negative correlation. "Disputed claims" and "major dispute" for customer relationship quality (satisfaction and trust) have a negative effect, and then purchase behavior and presenting significant negative correlation. The results of this study provide the life insurance industry as a decision to repurchase behavior of customers and the reference formulation of education and training plan.

並列關鍵字

consumer involvement ； service quality ； service recovery ； customer relationship quality ； repurchase

參考文獻

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