提昇保險經紀人事務所績效之研究：以服務品質與顧客關係之觀點

A Study on Performance Improvement of Insurance Brokerage Firms: From the Perspectives of Service Quality and Customer Relationship Management

黃佩琪(Pei-Chi Huang)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

面對多變的經濟環境，金融體系邁向國際化與自由化後，金融保險市場競爭更甚以往。因應全球景氣的大幅變動，也為保險市場注入不少的影響變數。因此，在面對環境變革及競爭激烈下，保險公司為了減少經營壓力及保有市場佔有率，紛紛開放與保險經紀人通路合作，使得保險經紀人通路地位日趨重要。 由此可知、保險業的發展與趨勢的改變都在影響保險從業人員的方向與目標的設定，本研究以個案研究方式，對保險經紀人事務所的經紀人、其業務夥伴以及其客戶端進行訪談研究，提出個案之保險經紀人事務所在服務品質與顧客關係的關連性進而提昇保險經紀人事務所在經營時之績效，茲將研究結果摘要如下： 一、發展優質服務品質：透過服務品質提升顧客滿意度讓客戶持續擁有契約的保障自然有其必要性，不管是對保險公司或是保險經紀人而言保單的持續性是主要的或獲利關鍵。提升保險經紀人之契約品質有兩大因素：即是為提升保單繼續率與降低保單訴訟率。因此，事前瞭解顧客需求，提供客製化保單及良好的售後服務都是重要的作法。 二、有效經營顧客關係：保險商品為無形而且長期的商品的屬性，保險經紀人在於顧客關係建立與維繫有著微妙的因子，在顧客滿意度在範圍上較服務品質面為廣泛，保險商品、服務品質、保險費、情境因素或個人因素都會影響到與客戶的互動進而影響顧客滿意度。因此保險經紀人與其夥伴應有效經營顧客關係以增進顧客忠誠，進而提昇企業的績效。 三、服務品質、顧客關係與企業績效：服務品質為影響顧客滿意的前因變數之ㄧ，兩者間有顯著的關係，顧客滿意度的提升，會增加顧客的重購行為，更進一步的影響到其購買其他產品。因此保險經紀人對於服務品質的可靠性與專業性，使得顧客滿意達成企業績效。故，就本研究的結論服務品質與顧客關係對保險經紀人的績效有正向的相關性。

關鍵字

保險經紀人 ； 服務品質 ； 顧客關係 ； 顧客滿意

並列摘要

Given the volatile economic environment, the competition between financial and insurance markets has become fiercer as the financial system moves towards internationalization and liberalization. A dramatic change in the global arena has brought many variables that influence the insurance market. Therefore, with the economic revolution and fierce competition, insurance companies have created and built opportunities for pathway cooperation with insurance brokers in order to reduce operating pressure and maintain market shares. This reinforces the importance of insurance brokers.
From this, we can see that the development and volatility of the insurance industry have influenced the direction and goals of insurance professionals. In this case study, interviews are conducted with brokers, business partners and clients in insurance brokerage firms, with emphasis on the relevance of service quality and customer relationship. This is to improve the business performance of insurance
brokerage firms. The abstract of this research result is shown as follows:
1. Providing high-quality service. It is necessary to improve customer satisfaction through service quality and to ensure consistent customer patronage. The sustainability of insurance policies is important or vital to the profitability of both insurance companies and insurance brokers. There are two factors that improve the contract quality of an insurance policy; namely, the sustainability of the insurance policy and low litigation rate. Therefore, recognizing customers’demands beforehand and offering customized insurance policies as well as high-quality after-sales service are important.
2. Maintaining good customer relationship. Insurance products have intangible and long-term benefits while insurance brokers have sustainable advantage based on customer relationship, which is more comprehensive than service quality as far as customer satisfaction and scope are concerned. Insurance products, service quality, insurance premiums and situational or personal factors influence the interaction with customers and further affect customer satisfaction. Therefore, insurance brokers and their partners should establish and maintain good customer
relationship so as to ensure customer loyalty and improve business performance.
3. Service quality, customer relationship and business performance. Service quality is one of the variables that influence customer satisfaction and there is a significant relationship between the two. Ensuring customer satisfaction increases customer repurchase intention and can further influence customers to buy other products. Therefore, the reliable and professional service of insurance brokers can satisfy customers and achieve business performance goals. This study concludes that service quality and customer relationship have a positive correlation with the performance of insurance brokers.
In summary, the case analysis shows that service quality and good relationship with customers provide the direction for professional insurance brokers and help improve their performance. Similarly, insurance brokers can develop their core competitiveness and further enhance their competition index and performance.

並列關鍵字

Insurance Brokers ； Service Quality ； Customer Relationship

參考文獻

4. 朱立倫（2009）。優質公共服務“桃園驚艷＂新政新領航。研考雙月刊， 33（5），11-17。

9. 陳家祥、嚴秀茹(2004)，「市場導向對顧客關係管理實施與績效之影響」，「電子商務研究」，元智大學企業管理研究所。

1. 鄧盈嘉、李品蓁（2009）。服務業“關係－服務”量表建構與相 關性分析之研究。2009 服務業行銷研討論文集。771-787

5. 周世玉、邱金針（2009）。服務品質、行銷組合績效與關係品質對忠誠度之影響–以文具用品零售通路之實證研究。2009 服務業行銷研討論文集。172-209。

1. Anderson, E. W. and Sulllivan, M. W. (1993), "The Antecedent and Consequences of Customer Satisfaction for Firms.", Marketing Science, Vol. 12,No.2, pp.125-143。