應用IPA探討業務員對公司商品認知之研究－以L生前契約公司為例

Research of Appyling IPA to Investigate the Recognition of Company Product from Salesmen―Use L Pre-Need Funeral Contract Company for Example

柯沛語(Pei-Yu Ke)

指導教授 ： 嚴宗銘

朝陽科技大學/管理學院/保險金融管理系/碩士(2017年)

摘要

近十年來台灣人口型態轉變，人口快速老化，扶養比越漸提高，國人也逐漸開始正視身後事的處理，為了讓自己及家屬安心，有了提早準備一份的服務禮儀契約觀念，相信由專業團隊可取代社會趨勢「少子化」的人手問題，減輕子女的經濟壓力，解決無法預知事件來臨及措手不及的窘境。因此，提升專業團隊競爭力，加強與了解業務員對生前契約的商品認知，將成為公司重要的努力方向，也為本研究之動機。
本研究旨在找出L生前契約公司業務員對於生前契約認知之重要度與實際滿意度的落差問題，利用問卷設計、敘述性統計方式，蒐集、整理並分析統計資料後解釋推論統計分析結果，本文利用卡方檢定對於業務員對L公司認同度與否與基本變項之11個變項中有2個變項相關；另外藉由IPA矩陣從21個題項中找出有7個題項需改善，本文並提出改善策略建議，期使L公司藉由改善成效作為公司決策及業務推動之參考，以提高公司營業之競爭力。

關鍵字

信度 ； 卡方檢定 ； 敘述統計 ； 重要度/滿意度分析

並列摘要

The pattern of population change, the rapid population aging, and the increasing dependency ratio in Taiwan over the past decade let people in this island gradually begin to face the arrangement of things behind. To make themselves and their families feel at ease, a concept of early preparation of funeral service contract, believing that a professional team can solve the manpower problem arising from the social trend of “sub-replacement fertility”, reduce the economic pressure of children, solve the unpredictable events and unprepared dilemma situation, has gradually risen. Therefore, issues of how to enhance the competitiveness of professional team as well as to strengthen the salesmen understanding and cognition to the products of such contract have become the company’s important efforts and the motivation of this study.
This study, using questionnaire design and narrative statistical method to collect, arrange and analyze the statistical data as well as to explain the results of the statistical analysis, aimed to find out the issue of gap between the importance of cognition on contract and the actual satisfaction. This paper used chi-square test to investigate the cognition of salesmen to L Company and to analyze the results of the significant correlation of two out of the 11 fundamental variables; in addition, this study found 7 questions out of 21 questions were required to be improved by IPA matrix. Finally, the paper put forward strategic recommendations to L company for reference in corporate’s effectiveness through the improvement of decision-making and business-driven so as to enhance the company’s business competitiveness.

並列關鍵字

reliability ； chi-square test ； descriptive statistics ； importance-performace analysis

參考文獻

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