壽險業務員服務失誤類型與服務補救策略關係之研究－以關係類型、壓力因應策略為干擾變項

A Study on the Relationship between Service Failure Type and Service Recovery Strategies of Life Insurance Salesmen - Relationship Type and Stress Coping Strategies as Moderators

許玉淑(Yu-Shu Hsu)

指導教授 ： 田靜婷

朝陽科技大學/管理學院/保險金融管理系/碩士(2010年)

摘要

壽險業首要注重的即是服務，而在服務的過程中，服務失誤有時是無可避免的。服務失誤後的服務補救策略是導致保戶移轉行為的主要原因，過去研究指出良好的服務補救策略對於降低甚至消弭保戶抱怨、進而增加保戶滿意度和建立保戶關係扮演著很重要的角色。在銷售的過程中，壽險業務員與保戶關係的程度對服務補救策略的選擇有密切關係，除此之外，關係類型分為初步關係與服務關係，且關係類型會對服務失誤類型與服務補救策略關係會產生二階干擾效果。本研究係以業務員觀點探討服務失誤類型與服務補救策略之關係，並以關係類型為干擾變項。
無論在服務或銷售的過程中，工作壓力可能來自於任務的要求、同儕的競爭或自我期許等等，須適時且有效的管理工作壓力才能應付接踵而來的挑戰，然而，在面臨工作壓力時，並非每個人都會有相同的感受，或以同樣的方式紓解壓力，而壽險業務員因保險產品特色，並非所有人都能輕易接受此商品，因此壽險業務員比一般業務員將面臨更大的壓力，且因對產品認知的差異性，較容易發生服務失誤，所以需使用服務補救策略來修復服務失誤，所以如何運用壓力因應策略將會影響業務員選擇服務補救策略。故壽險業務員本身遇到壓力時，所選擇的壓力因應策略對服務失誤類型、服務補救策略與關係類型之關係有影響，而壓力因應策略分為控制性因應與支持性因應，因此壓力因應策略會對服務失誤類型、服務補救策略與關係類型之關係會產生干擾效果。本研究另探討服務失誤類型、服務補救策略與關係類型之關係，並以壓力因應策略為干擾變項。本研究方法採用問卷調查法，研究對象為壽險業務員。
本研究針對市佔率前六大壽險公司，其為國泰、南山、新光、富邦、三商美邦及中壽等，共發放壽險業務員問卷470份，總回收問卷數為395份，回收問卷率為84.04％，經刪除未填答完整之問卷，有效問卷數為383份，有效問卷率為81.49 %。針對回收之有效問卷，本研究利用敘述性統計分析，以瞭解樣本資料在個人背景屬性上的分佈情形；利用迴歸分析檢定服務失誤類型對服務補救策略之影響；利用階層迴歸分析分析檢定關係類型對服務失誤類型與服務補救策略間關係之二階干擾效果；利用階層迴歸分析檢定壓力因應策略與關係類型對服務失誤類型與服務補救策略間關係之三階干擾效果。
本研究根據資料分析結果，提出下列結論：
一、溝通服務補救策略會受顧客需求反應之服務失誤類型影響。
二、授權服務補救策略會受顧客需求反應及員工行為等服務失誤類型影響。
三、回饋服務補救策略會受顧客需求反應及員工行為等服務失誤類型影響。
四、補償服務補救策略會受顧客需求反應及員工行為等服務失誤類型影響。
五、解釋服務補救策略會受顧客需求反應及員工行為等服務失誤類型影響。
六、關係類型會弱化顧客需求反應失誤與授權服務補救策略之正向影響。
七、關係類型會弱化員工行為失誤與授權服務補救策略之正向影響。
八、控制性壓力因應策略會加強關係類型對顧客需求反應失誤與授權服務補救策略之正向弱化干擾效果。
九、控制性壓力因應策略會加強關係類型對顧客需求反應失誤與回饋服務補救策略之正向弱化干擾效果。
十、控制性壓力因應策略會加強關係類型對顧客需求反應失誤與解釋服務補救策略之正向弱化干擾效果。
十一、控制性壓力因應策略會加強關係類型對員工行為失誤與解釋服務補救策略之正向弱化干擾效果。
十二、支持性壓力因應策略會加強關係類型對服務傳遞系統失誤與解釋服務補救策略之正向弱化干擾效果。
十三、支持性壓力因應策略會加強關係類型對顧客需求反應失誤與解釋服務補救策略之正向弱化干擾效果。
　　本研究根據上述研究結果提出下列建議：
一、業務員遇到服務失誤時，針對其服務失誤類型，了解使用服務補救策略的時機及程度。
二、針對常發生的情況，開課訓練業務員。
三、關心保戶、瞭解保戶，與保戶培養出良好的關係。
四、加強業務員與保戶關係強度，即使少使用服務補救策略也能修復服務失誤。
五、業務員應重視自我的壓力與其因應策略，適時的做好自我壓力的舒減，以增強與保戶的關係。
六、增加與壓力因應策略相關的課程，了解壓力因應策略的重要性。

關鍵字

服務補救策略 ； 壓力因應策略 ； 服務失誤類型 ； 關係類型

並列摘要

The most important thing of Life Insurance Industry is service. However, in the process of offering service, service failure is sometimes inevitable. The service recovery strategies after service failure are the main cause of the policyholders’ transfer behavior. Previous study indicated that a good service recovery strategy plays a very essential role of mitigating or eliminating policyholders’ complains, so as to increase policyholders’ satisfaction and to establish the good and strong relationship. In the process of sales, the relationship level of life insurance salesmen and policyholders has a close relationship with the choice of service recovery strategies. Moreover, the relationship type is categorized into preliminary relationship and service relationship, and it has the two-level moderated interference effect in the relationship of service failure types and service recovery strategies. This research studied the relationship between service failure types and service recovery strategies from a viewpoint of the life insurance Salesmen, and meanwhile used relationship types as the interference variables.
In the process of service or sales, working stress may come from the tasks, competition, or self expectations, and it needs to be properly and effectively managed to cope with continuous challenges. However, when facing working stress, not everyone experiences it identically or releases it in the same way. Life insurance salesmen are facing more pressure than general Salesmen due to various insurance product features, which are not always accepted easily. Service failure occurs more often because of the differences from product recognition. Therefore, service recovery strategies are needed to restore service failure; how to exercise stress coping strategies influences salesmen to choose service recovery strategies. When life insurance salesmen are encountering stress, the chosen stress coping strategy affects the relationship among service failure types, service recovery strategies and relationship types. Stress coping strategy is categorized into control coping and support coping, and thus stress coping strategy produces interference effect on the relationship of service failure types, service recovery strategy, and relationship type. This study investigated the relationship among service failure types, service recovery strategies and relationship types, and used stress coping strategies as the interference variables. The study method is questionnaire, and the target is life insurance salesmen.
This study sent out 470 questionnaires to the life insurance salesmen working in the top six largest life insurance companies in terms of market share, which are Cathay、NAN SHAN、Shin Kong、Fubon、MassMutual Mercuries and Chinalife, and 395 copies returned with the response rate of 84.04%. Excluding the incomplete questionnaires, 383 effective copies returned with the effectiveness rate of 81.49%. Regarding the effective questionnaires collected, descriptive statistics analysis was used to analyze and realize the distribution of the personal background attributes; regression analysis was used to examine how service failure types affect service recovery strategies; hierarchical regression was used to analyze how the two-level moderated interference effect of relationship types affects service failure types and service recovery strategies; hierarchical regression was used to analyze how the three-level moderated interference effect of stress coping strategies and relationship types affects service failure types and service recovery strategies.
Based on the result of data analysis, this study brought up the following conclusions:
1.) Service failure type of customer demand reaction influences the communication of service recovery strategy.
2.) Service failure type of customer demand reaction and employee behavior influences the authorization of service recovery strategy.
3.) Service failure type of customer demand reaction and employee behavior influences the feedback of service recovery strategy.
4.) Service failure type of customer demand reaction and employee behavior influences the compensation of service recovery strategy.
5.) Service failure type of customer demand reaction and employee behavior influences the explanation of service recovery strategy.
6.) Relationship type weakens the positive influences of customer demand reaction failure and the authorization of service recovery strategy.
7.) Relationship type weakens the positive influences of employee behavior failure and the authorization of service recovery strategy.
8.) Control stress coping strategy strengthens the positive weak interference effect of relationship type on ther relationship ofcustomer demand reaction failure and the authorization of service recovery strategy.
9.) Control stress coping strategy strengthens the positive weak interference effect of relationship type on ther relationship ofcustomer demand reaction failure and the feedback of service recovery strategy.
10.) Control stress coping strategy strengthens the positive weak interference effect of relationship type on ther relationship ofcustomer demand reaction failure and the feedback of service recovery strategy.
11.) Control stress coping strategy strengthens the positive weak interference effect of relationship type on ther relationship ofemployee behavior failure and the explanation of service recovery strategy.
12.) Support stress coping strategy strengthens the positive weak interference effect of relationship type on ther relationship ofservice communication system failure and the explanation of service recovery strategy.
13.) Support stress coping strategy strengthens the positive weak interference effect of relationship type on ther relationship ofcustomer demand reaction failure and the explanation of service recovery strategy.
Based on the results mentioned above, this study brought up the following suggestions:
1.) When salesmen encounter service failures, realize the timing of using service recovery strategy to a certain extent in accordance with the service failure type.
2.) Learn the lessons from the experiences, and deliver a course to train salesmen.
3.) Care about policyholders, understand them, and cultivate the good relationship with them.
4.) Strengthen the relationship between salesmen and policyholders to make service recovery strategies restore service failure more effectively.
5.) Salesmen should pay attention to self stress and its coping strategies to appropriately mitigate self stress.
Increase the courses about stress coping strategies to realize the essentiality of stress coping strategies.

並列關鍵字

stress coping strategies ； service failure type ； relationship type ； service recovery strategies

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