在現今開放的自由競爭市場下,壽險公司的服務品質是公司重要的生存利器,並關係著公司的獲利能力,對保險公司來說是經營上的重要議題,對消費者而言保險公司要能穩健的永續經營才能確保自身的契約保障內容;Rust & Zahorik(1993)表示保單繼續率的高低,可被用來衡量契約的品質與保險公司的經營績效,更是測量銷售品質的一項重要指標;Chan(1998)指出申訴率隱含著保險公司的服務品質,透過揭露申訴率可傳達服務品質的指標予消費者;在本研究中,我們採用各家壽險公司的保單繼續率及保單申訴率作為服務品質的替代變數,並探討那些因素會影響壽險業的服務品質,運用2005年至2011年各壽險公司的公開資訊資料,透過Tobit迴歸探討影響壽險業服務品質之因素。結果發現人員的定著率對服務品質具有統計上的顯著正向影響,而業務員通路對服務品質亦有正向的影響,並發現在不同的行銷通路中影響服務品質的因素也有所差異。
Life insurers’ service quality serves as an important survival weapon and a key factor for their profitability nowadays in the open and freely competitive market. Therefore, it is a serious management issue for life insurers. But for consumers, making sure that the policies they purchase can provide the expected coverage through life insurers’ sound and sustainable management is the top priority. Rust & Zahorik (1993) indicated that the policy persistency rate could be used to evaluate the policy quality, the operating performance of life insurers, and it was even an important indicator to measure the sales quality. Chan (1998) claimed that policy complaint rate implied how the insurers’ service quality was, and through it their service quality was conveyed to customers. In this study, we use the policy persistency rate and the policy complaint rate of the life insurers as the proxy variables for service quality, and we investigate what factors can influence life insurers’ service quality. Adopting the said data from public information of all life insurers from year 2005 to 2011, and investigating factors influencing the service quality of the local life insurance industry by means of Tobit regression, we find that life insurers with lower turnover rate of sales agents have comparatively better service quality, and their affecting factors of service quality also differ from marketing channels.