以績效評估矩陣探討服務品質之研究—以F公司為例

A Study of Performance Evaluation Matrix to Investigate the Quality of Service - A Case of F Company

梁真(Chen Liang)

指導教授 ： 邱國欽

朝陽科技大學/管理學院/保險金融管理系/碩士(2016年)

摘要

近年來，保險公司為了增加社會大眾對自己公司的投保意願，紛紛推出多樣化的保險商品，以滿足客戶保險的需求，加上國人對保險商品的接受度及需求日益增高，使得續保率、保險密度及保險滲透度皆呈現上升趨勢，但是其比率不能表示保險客戶對於保險商品有一定的認識，以及保險客戶在付出相當的保費之後，對於保險公司所提供之後續服務是客戶對公司評價。
故本研究藉由績效評估矩陣來探討，保險公司對顧客服務的缺失，在22個題項中，有10個題項是需要修改。題項6.遇到理賠時，業務員提供給保戶建議處理。題項7.業務員平時主動與保戶聯絡與問候。題項10.客服人員的應變態度與專業素養。題項12.保險公司每季，寄保單的績效報表。題項14.保險公司於網路上提供投資型商品的專業資訊，以便保戶選取標的物。題項15.收取管理費用的高低。題項17.保險公司的信譽形象。題項19.保險公司所提供的服務據點個數。題項20.保險公司的整體服務流程與時效。
本文研擬一些改善策略以期F公司在改善效能，提升公司未來營運上的競爭力。

關鍵字

服務品質 ； 相關性檢定 ； 顧客滿意度 ； 績效評估矩陣

並列摘要

Recently, for the sake of increasing customers’ willingness of taking out more insurances as well as meeting their needs, insurance companies have constantly introduced a variety of new insurance commodities. In addition, due to continuously increasing of the high acceptability and demand for taking out the relevant insurance commodities, customers’ insurance renewals, insurance density and insurance penetration are presented with upward tendency. However, in spite of customers’ insurance renewal rates positively growing, the ratios are not able to represent that their customers totally understand the content of their every insurance commodity. Apart from that, offering good customer services also plays a critical role in influencing on customers’ evaluation toward insurance companies after customers pay their insurance premium.
The study applies the analysis, Effective Evaluation Matrix, to the investigation for identifying the flaws in customer services. According to the result of the study shown, ten out of twenty-two question items need to be improved including the items 6 ( As customers encounter the situation of insurance claims, insurance representatives are able to give appropriate suggestions and assistance.), the item 7 ( Insurance representatives should keep in touch with their customers and actively greet them.), the item 10 ( Customer service representatives’ flexible abilities to emergency and professional accomplishment should be acquired.), the item 12 ( Insurance companies should quarterly send insurance performance reporting.), the item 14 ( The relevant information about investment-oriented insurance products on the websites of insurance companies should be provided for customers to select their ideal matter subjects.), item 15( the management fee insurance companies charge should be reasonable.), item 17 ( the image of insurance companies.), item 19 ( The number of service offices insurance companies are able to offer.), and the last but not the least, item 20 ( the insurance company’s integrated service procedures and its timeliness.

並列關鍵字

Service quality ； Correlation analysis ； Customer satisfaction ； Effective evaluation matrix

參考文獻

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