在競爭激烈的保險市場中,提升服務水準,進而增進企業品牌形象是業者必須重視的課題。依據102年2月22日行政院主計處統計,服務業國內生產毛額(GDP)自92年占行業別67.0%(7.1兆元),幾乎逐年上升截至101年底已達69.53% (9.6兆元),服務業發展已邁入新紀元,服務品質對企業品牌形象之影響值得探究。Aaker (1997)指出影響品牌建立的因素來自於價格競爭、競爭者的加入、媒體、品牌策略、眾多品牌之間彼此的關係、創新能力、服務品質等等。諸多的影響因素,加上彼此相互影響,更加深品牌建立的複雜度。因此業者必須仔細觀察外在環境的變動,檢討自己的能力,留意消費者之消費習性及品牌偏好的改變,才能確實因應選擇品牌策略所面對的問題。消費者對於品牌之選擇往往受到複雜的心理因素影響,本研究以郵政簡易壽險為例,探討服務品質對企業品牌形象之影響。抽樣對象為郵政顧客,共得609份有效問卷,以迴歸之統計方法進行驗證。研究發現:(1)形象良好、值得信賴、隱私安全、成就感等屬性會對企業品牌形象有正面影響。(2)親切專業,愉快經驗、迅速有禮、安全感、同理心等服務品質對品牌形象有正向影響。
In a competitive insurance market, improving service level to enhance corporate brand image is an important issue for insurers. According to the statistics released by the Executive Yuan on Feb. 22, 2013, the gross domestic product (GDP) of the service sector has increased almost every year, from a percentage of 67.0% (NT$7.1 trillion) in 2003 to 69.53% (NT$9.6 trillion) at the end of 2012. As a new era unfolds for the service industry, the impact of service quality on corporate image is worth investigating. Aaker (1997) pointed out that the factors affecting branding included price competition, new competitors, media, brand strategy, interrelation between different brands, innovation, service quality, and so on. The many factors, plus their interaction, make branding even more complicated. Therefore, to be able to cope with challenges about branding strategy, it is essential for insurers to carefully observe external environmental changes, to evaluate their own ability, and to pay attention to consumers’ spending habits and brand preference changes. It is a complex process for consumers to make choices of brands. In this research, Postal Simple Life Insurance is used as the example to explore the impact of service quality on corporate brand image. A total of 609 valid questionnaires were obtained from postal customers, verified by regression analysis. Findings are: (1) quality such as having a good image, being trustworthy, protecting customers’ privacy, and pursuing a sense of accomplishment will have a positive impact on corporate brand image; and (2) service quality relating to amicability, professional and pleasant experience, speediness and politeness, sense of security, and empathy will make a positive effect on brand image.