應用品質機能展開法對保險業服務品質改善之研究

The Improvement of Insurance Service Quality: An Application of Quality Function Deployment

吳志明(Chih-Ming Wu)

指導教授 ： 劉春初

長榮大學/管理學院/國際企業學系(所)/碩士(2010年)

https://doi.org/10.6833/CJCU.2010.00125

摘要

在現今保險業競爭激烈的情況下，保險公司作為一個金融理財服務機構，面對來自同業和其他金融機構的競爭。如何在競爭中脫穎而出，打造核心競爭力是廣為被探討的話題，到底該如何做，才能在業界中佔有一席之地。以保險公司來說，保單設計與公司形象為重要的環節之一；至於保險從業人員，除了專業和態度之外，服務也是影響業績銷售的一大關鍵。因此，如何將服務做的使客戶感到滿意，且令顧客印象深刻，是每位保險從業人員以及保險公司所必需思考的課題。因此為了讓新進市場者與原來保險業者能更瞭解消費者的需求，並將他們的需求轉換為業者所熟知的技術語言，故本研究採用品質機能展開法（Quality Function Deployment，QFD），找出品質技術排序，並加以改善，使保險業者達到顧客的期望。本研究針對保險業的消費者作問卷調查，並將回收183份問卷利用SPSS 14.0軟體運算後，以因素分析法建構出包含保險的可靠性、反應性、有形性、關懷性、保證性等五大構面及25個項目的顧客需求，再根據保險相關文獻及專家訪談，將顧客需求的25個項目，轉換成品質技術，並進行因素分析，共有以下五大構面：「人力訓練」、「售後服務」、「處理效率」、「審查制度」以及「行政管理」。最後再依據品質屋，透過關係矩陣的方式，探求出保險業者前五項重要品質技術改善項目依序為：「保險公司企業形象的建立」、「保險從業人員對顧客資料的建檔」、「保險從業人員的獎懲制度」、「保險從業人員的專業能力」以及「保險從業人員的教育訓練」。本研究結果期望能在將來對原有保險業者或未來新進的保險業者具有參考的價值。
關鍵字：保險、服務品質、品質機能展開

關鍵字

保險 ； 服務品質 ； 品質機能展開

並列摘要

In today's competitive insurance industry, the insurance company as a financial planning service, in the face from the same industry and competition from other financial institutions. How the competition to build core competence is being widely discussed topic in the end what to do, to a place in the industry. To insurers, the policy design and corporate image as one of the important part; for the insurance practitioners, in addition to professional and attitude, the service is a big influence sales performance of the key. So, how do the service so that customers are satisfied and impressed, is that each insurance practitioners and insurance companies need to be considered. Therefore, to allow for new market by the original insurer can better understand the needs of consumers and their needs into the technology industry well-known language, so this study, Quality Function Deployment, to identify quality technical sort, and to improve the insurance industry to achieve customer expectations. In this study, the consumers of the insurance industry survey, and only 183 questionnaires were used SPSS 14.0 software operation, the factor analysis to construct containing insurance reliability, responsiveness, tangibles, empathy, assurance and other five dimensions and 25 items of customers needs, and then under the insurance policy relevant literature and expert interviews, customer needs will be 25 projects into the quality of technology, and to factor analysis, a total of the following five dimensions: "manpower training", "sale After the service, "" processing efficiency "," censorship "and" administration. " Finally, based on the quality of housing, through the relationship matrix approach, seek out the insurance industry technology to improve the quality of the top five items were: "insurance companies to establish corporate image", "insurance practitioners to customer information on file," " Insurance Agent's reward system "," Insurance Agent's professional ability, "and" insurance education and training of employees. " The results expected the future that of the existing insurance for new insurance business and has great reference value in the future.

Keywords: Insurance, Service Quality, Quality Function Deployment

並列關鍵字

Insurance ； Service Quality ； Quality Function Deployment

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