產險業多元行銷通路與服務品質差異性之分析-供給面觀點

Differentiation between the multiple marketing channels and service quality of the property and liability insurance industry: Analysis from the supplier’s point of view

蔡正雄(Cheng-Hsiung Tsai)

指導教授 ： 劉俊廷

國立臺中科技大學/商學院/保險金融管理系/碩士(2019年)

摘要

保險市場行銷通路的多元化與共存現象向來為文獻上關注的焦點，過往文獻主要從保險公司與顧客觀點來驗證不同通路間服務品質的差異性，此即產品品質假說。有別於過去文獻，本文嘗試從保險從業人員的供給面觀點來驗證產品品質假說。研究結果顯示，保險經代通路於服務效率表現最好，直接通路與人壽保險通路獲得較佳的內部支援協助。保險經代通路與人壽保險通路的業務員投入更多時間協助客戶洽談和解並提供優質的保單變更與續保服務。整體來說，產品品質假說僅能獲得部分支持，顯示產險業的多元行銷通路於不同的服務品質面向，各具其優勢。

關鍵字

行銷通路 ； 服務品質 ； 保經代通路 ； 產品品質假說

並列摘要

The diversification and coexistence of insurance marketing channels have always been the focus of attention in the literature. The previous studies mainly verified the product quality differentiation among different channels from the perspectives of insurance companies and customers (known as product quality hypothesis). Unlike past works, the insurance agent’s perspective was adopted in this study to verify the product quality hypothesis. Results showed that the optimum service performance on the service efficiency comes from the insurance broker or agent, and the direct underwrite channel and life insurance channel can usually obtain the best internal support and assistance. Moreover, agents of insurance brokers or agents of life insurance tend to invest more time to assist the customers during the negotiation and ensure the high quality of the insurance policy change and renewal. To sum up, the product quality hypothesis can only obtain part of the support, indicating that the multiple marketing channels of the non-life insurance industry are oriented to different kinds of service quality, each having their distinct advantages.

並列關鍵字

Marketing channels ； Service quality ； Insurance broker or agent channel ； Product quality hypothesis.

參考文獻

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