以層級分析法探討影響產險公司服務品質之關鍵因素

隨著經濟的快速發展，人民的生活水準隨之大幅提升，消費行為也跟著大幅轉變，從過去著重購買有形商品的功能價值要求，進而期待獲得更好的無形服務體驗。對於產險業而言，產險費率自由化、國際再保條件的緊縮和金融整合等改變下，未來產險業的競爭勢必更加激烈。本研究以PZB服務品質模式之五個構面為核心，配合文獻探討及產險業服務的特性，建構出「產險業服務品質重要屬性」之層級結構，發放問卷至產險公司之保戶及專業人士，藉由了解這些重要屬性是否具有可接受的信度，以及他們對於各衡量屬性重要程度的認知情形，之後運用 AHP 層級程序，進行「產險業服務品質重要屬性」的專家決策分析，找出「產險業服務品質重要屬性」之權重與排序，提供給產險業者及其從業人員做為提昇服務品質的參考。研究結果顯示，在服務品質五項衡量構面中，「確實性」為重要的的影響構面，而評估準則的十五項中，「協助客戶進行理賠」及「客製化保險內容」是顧客在投保產險時比較重要的考量因素，最不重要考量的三項則是「網路投保」、「公平待客原則」、「服務人員服裝儀容」。本研究結果將可提供產險服務業者及從業人員做為提昇服務品質的參考。

關鍵字

產物保險；顧客滿意度；服務品質；層級分析法

並列摘要

With the rapid economic development, the living standards have been greatly improved, and consumption behavior has also changed significantly. The consumers not only focus on the functional value of tangible goods, but also expect a better intangible service experience. Due to changes in the liberalization of property and casualty insurance rates, tightening of international reinsurance conditions, and financial integration, the competition in the property insurance industry becomes more intense. This research takes the five constructs of the PZB service quality model as the core, and integrates the literature of the characteristics of the property insurance industry to construct a hierarchy to explore the critical factors of the property insurance industry service quality. The Analytic Hierarchy Process (AHP) was adopted to evaluate the importance of the constructs and criteria. The analysis results show that among the five constructs of service quality, “Assurance” is the most important one, and among the fifteen evaluation criteria, “assisting customers with claims settlement” and “customized insurance content” are the most critical. The three least important considerations are "online insurance", "fair hospitality principle", and "service personnel's clothing and appearance". The reseach results are helpful to the property insurance companies to improve their service quality.