農民職災保險之服務品質、知覺價值、顧客滿意度及購買意願之研究～以恆春鎮農會為例

本研究旨在探討農民對農民職災保險的購買意願及接受度，瞭解經由政府機關與農會推廣、宣導，對農民投保意願之影響。影響農民投保意願之因素為何？除加強推廣外，有那些方法可提升投保率。藉由農民投保經驗，檢視現行農民職災保險優缺點及改善方法。作為將來推廣農民職災保險政策之參考。研究對象為恆春鎮農會投保農民健康保險之被保險人，利用SPSS22.0分析與問卷調查，瞭解農民對農民職災保險相關資訊的服務品質、知覺價值、顧客滿意度與購買意願，期以尋找合適度的推廣方式及相關法令涵蓋缺漏之補強，進而達到農民人人有投保，安全防護零風險。本研究主要探討恆春鎮農會的農民其服務品質、知覺價值對顧客滿意度及購買意願之影響。以恆春鎮農會的農民作為研究對象，以實地訪談方式進行調查蒐集411份有效問卷，採用SPSS統計分析軟體進行敘述性統計、t檢定及ANOVA變異數分析、相關分析及路徑分析來檢定服務品質、知覺價值對顧客滿意度及購買意願之等四個構面之關係。在路徑分析結果本研究可得知，服務品質透過知覺價值對與顧客滿意度影響最為明顯，由此可知，服務品質之可靠性、回應性、保證性、關懷性、有形性會影響被保險人對農民職災保險的知覺價值與顧客滿意度，其中知覺價值透過顧客滿意度對購買意願之總效果影響最大。因此，加強透過活動宣導，便能提高被保險人對農民職災保險的購買意願，例如：增加更多管道宣傳或說明會，提供被保險人了解農民職災保險之產品，以擴展被保險人對此農民職災保險之內容的瞭解，亦能對此產品之特點留有深刻印象，以期這些正面的刺激來促使被保險人購買農民職災保險。本研究結論：經由人口統計變數分析結果顯示，恆春鎮地區實際從事農業工作且具有農保資格之被保險人以「男性」居多；年齡方面以「40-49歲」的被保險人為最多；教育程度方面以「高中職」的被保險人為最多，年收入以「30-40萬」的被保險人為最多；家庭人口方面以「4人」的被保險人為最多。經由實驗分析結果得知，其本研究獲得結論如下：1.服務品質對知覺價值的影響有顯著正向相關。2.服務品質對顧客滿意度的影響有顯著正向相關。3.服務品質對購買意願的影響有顯著正向相關。4.知覺價值對顧客滿意度的影響有顯著正向相關。5.知覺價值對購買意願的影響有顯著正向相關。6.顧客滿意度對購買意願的影響有顯著正向相關。

關鍵字

服務品質；知覺價值；顧客滿意度；購買意願；農民職災保險

並列摘要

The purpose of this study is to explore farmers' willingness and acceptance of farmers' occupational disaster insurance, and to understand the impact of government agencies and farmers' associations' promotion and promotion on farmers' willingness to insure. What are the factors that affect farmers' willingness to insure? In addition to strengthening promotion, there are ways to increase the insurance rate. With the experience of farmers in insurance, review the current advantages and disadvantages of farmers' occupational accident insurance and the improvement methods. As a reference for future promotion of farmers' occupational accident insurance policies. The research object is the insured who is insured by Hengchun Township Farmers ’Health Insurance, using SPSS22.0 analysis and questionnaire survey to understand the service quality, perceived value, customer satisfaction and purchase intention of farmers’ information on farmers ’occupational disaster insurance In order to find suitable promotion methods and related laws and regulations to cover the reinforcement of deficiencies, so as to achieve the insurance for all farmers and zero risk of safety protection. This study mainly explores the impact of service quality and perceived value of farmers of Hengchun Township Farmers' Association on customer satisfaction and purchase intention. Taking farmers from Hengchun Township Farmers as the research object, conducting field surveys to collect 411 valid questionnaires, using SPSS statistical analysis software for descriptive statistics, t test and ANOVA variance analysis, correlation analysis and path analysis to verify the service The relationship between quality, perceived value and customer satisfaction and purchase intention. This study learned from the path analysis results that service quality has the most obvious impact on customer satisfaction through perceived value intermediary variables. From this, it can be seen that the reliability, responsiveness, guarantee, care and tangibility of service quality will affect the insured People's perceived value and customer satisfaction of farmers' occupational accident insurance, in which the perceived value has the greatest influence on the total effect of purchase intention through customer satisfaction intermediary variables. Therefore, strengthening the promotion through activities can increase the insured ’s willingness to purchase farmer ’s occupational disaster insurance, for example: adding more channels to provide the insured with products that understand the farmer ’s occupational disaster insurance, so as to expand the insured ’s Understanding the content of disaster insurance can also impress the characteristics of this product, with a view to these positive stimuli to urge the insured to purchase farmers' occupational disaster insurance. The conclusion of this study: According to the results of demographic variable analysis, the majority of insured persons who are actually engaged in agricultural work in Hengchun Township and have the qualifications for agricultural insurance are mostly "males"; the most insured persons are "40-49 years old" in age In terms of educational level, the insured persons with "high school" are the most, and the insured persons with annual income of "300,000-400,000" are the most; the family population is the insured person with "4". According to the results of experimental analysis, the conclusions of this study are as follows:1.Service quality has a positive and significant impact on perceived value; 2.Service quality has a positive and significant impact on customer satisfaction; 3.Service quality has a positive and significant impact on purchase intention; 4.Perceived value has a positive and significant effect on customer satisfaction; 5.Perceived value has a positive and significant effect on purchase intention; 6.The impact of customer satisfaction on purchase intention has a positive relationship.