現今網際網路與虛擬社群等非傳統行銷的管道快速發展,大幅提升保險商品的銷售。但保險公司所提供的商品與從業人員之品質並未達到顧客期望與需求,導致保險業申訴案件亦有日益增加之趨勢。因此,保險業需要一套有效與系統化的方法來解決顧客抱怨,並根據此方法創造出新服務與新產品之概念。因此,本研究運用六標準差設計(Design for Six Sigma, DFSS)之IDOV(Identify, Design, Optimize, Validate)模式,提出一套解決保險業顧客抱怨之方法。首先,在I階段使用專家訪談與文獻探討瞭解保險業顧客抱怨的類型與原因。接著,在D階段使用創意問題解決理論(Theoria Resheneyva Isobretatelskehuh Zadach, TRIZ)的矛盾矩陣表(Contradiction Matrix Table)、物質場模型(Substance Field Model)來提出解決保險業顧客抱怨之方案,緊接著以包氏概念選擇法(Pugh Concept Selection)結合創造性產品分析矩陣(Creative Product Analysis Matrix, CPAM)進行解決方案之評估。然後,在O階段則根據專家意見進行解決方案之修改。最後,在V階段本研究使用精確狩野模式(Refined Kano Model)結合模糊(Fuzzy)理論及重要度與滿意度模式(Importance-Satisfaction Model, I-S Model)來了解顧客對解決方案之看法,及依保險公司立場,來評估解決方案對解決顧客抱怨之績效。
It is because the non-traditional marketing channel about virtual communities and internet developed rapidly nowadays, the consumption of insurance productions has been improved substantially. But the productions and the employees quality offered by insurance company did not satisfy customer''s expectation. Therefore, the insurance industry needs an effective and systematic method to resolve customer complaints, and according to this method to create new services and new product concept. Therefore, the study applys IDOV (Identify, Design, Optimize, Validate) model of DFSS (Design for Six Sigma), and proposes a method to resolve the customer complaints of insurance industry. First, we apply expert interviews and literature review to find out the type and main reason of insurance industry customer complaints in stage I. Then, Contradiction Matrix Tableand Substance Field Modelof TRIZ (Theoria Resheneyva Isobretatelskehuh Zadach) we applied to propose the solution methods for the customer complaintsof insurance industry. After that, Pugh Concept Selection combined with CPAM (Creative Product Analysis Matrix) we appliedto evaluate the solutions in stage D. Then, we modify the solution methods according to expert opinions in stage O. Finally, this study use Refined Kano Model combined with Fuzzy theory and Importance-Satisfaction Model to realize customer''s point of view on the solution methods and to assess the solutions performance in resolving customer complaintsfrom the position of insurance company in stage V.