營造綜合保險現況滿意度調查—以A產物保險公司樹林通訊處之客戶為例

A study of satisfaction to the construction of composite insurance----using insured customers of A product insurance company forest communications office as example

錢福強(Fu-Cheng Chien)

指導教授 ： 黃玉霖

國立交通大學/工學院/工學院碩士在職專班工程技術與管理組/碩士(2008年)

https://doi.org/10.6842/NCTU.2008.00030

摘要

綜觀目前國內各大小的營建工程，為因應政府法令之規定，皆須將工程保險之費用明列於保險工程內中之必要費用。也使得工程保險由『需要』轉變成為『必要』！但也正因其必要性，卻使大多數業主將之視為理所當然，卻忽略其重要性。往往業主的投保模式皆以『習慣』、『方便』抑或『價錢』作為投保意向的依據，卻常忽略其保單內條款之重要性以及相關投保注意事項之內容，若不幸發生出險理賠糾紛時，卻後悔莫及，嚴重時還有可能嚴重影響公司營運。上述之情況，以國內中小型營建公司最為常見。
本研究以顧客導向之觀點，參考國內外文獻形成本研究架構，假設顧客對產險業之「服務品質」、「顧客滿意」，將影響其「顧客忠誠度」，以A產物保險公司樹林通訊處的投保客戶做為樣本，做一系列研究與分析。希望透過上述作關聯性研究，來了解產險業顧客對營建綜合保險之滿意程度，藉此提供產險業未來服務行銷上之參考。
本研究以A產物保險公司投保營造綜合保險的客戶為對象，共計發放400份問卷，回收問卷總計369份，剔除21份無效問卷後，有效樣本為348份，有效回收率為87%。研究顯示，在營造綜合保險產業中，服務品質對顧客滿意存在正向影響作用，服務品質、顧客滿意皆對顧客忠誠度存在正向影響作用。

關鍵字

服務品質 ； 營造綜合保險 ； 顧客忠誠度 ； 顧客滿意

並列摘要

Looking at the current variety of the domestic construction projects, in response to governmental decree provides that project insurance costs are necessary expenses which should be lined in the insurance works. Therefore, it makes project insurance change from “need” into “necessary”. But also because of its necessity, that filling the majority of property owners will be treated it as a matter of course, while ignoring its importance. Owner's insurance model are all used “habit”, “convenience” or “price” as a basis of the insured intention, but they often overlook the importance of the terms of their insurance policies and related notes for the contents of the insured, if the unfortunate event happen, there will be some claimed disputes, but at that moment, regret is useless, even in severe cases may also seriously affect the operation of companies. The above situation often happen in domestic small and medium sized construction companies.
In this study, the author viewpoint was customer orientation and referenced domestic and foreign literature, all of these formed the architecture of this study, assumed that customer’s attitude to “service quality”, "customer satisfaction” of casualty insurance industry will affect its “customers’ loyalty”, just used insured customers of A product insurance company forest communications office as a sample, do a series of studies and analysis. Author hoped to make the relevance study through above-mentioned to know the customers in the property and casualty insurance industry satisfaction to the construction of composite insurance, so as to provide property and casualty insurance industry reference on marketing of future services.
In this study, author used the customers of A product insurance companies to create a composite insurance customers as a target, issuing a total of 400 questionnaires, recycling a total of 369 copies of questionnaires, excluding 21 questionnaires were invalid, effective samples were 348 copies, the effective recovery rate was 87%. Research shows that in creating a composite insurance industry, the quality of service to the existence of a positive effect on the role of customer satisfaction, service quality, customer satisfaction, and there is a positive influence on customer loyalty.

並列關鍵字

service quality ； customer loyalty ； customer satisfaction ； create a composite insurance

參考文獻

Hemple, D. J. (1977), Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement, Conceptualization of Consumer Satisfaction and Dissatisfaction, Cambridge: Marketing Science Institue.

4. 王精文、沙俊豪，「綜合證券商服務品質與業績績效關係之研究」，企業管理學報，民89年，第四十八期，業27-58。

8. 吳仁煥，『台灣產物保險業行銷策略之研究—以F公司為例』，國立台北科技大學，碩士論文，民94年。

32. 劉崇義，「顧客滿意之研究-以壽險業為例」，私立中原大學企業管理研究所，碩士論文，民90年。

Bitner, M. J. (1990), Evaluating Service encounter: The Effect of Physical Surroundings and Employee Responses, Journal of Marketing, 54, 69-81.