汽車保險理賠服務品質：顧客滿意度與忠誠度的前因研究

Service Quality of Auto Insurance Claim: The Antecedent of Customer Satisfaction and Loyalty

陳斌泰(Pin-Tai Chen)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

高品質的理賠服務，到能保持老客戶，吸引新客戶以及精簡理賠成本、創造利潤。從目前一般觀念來看，大部分人認為在申請理賠時，保戶永遠是弱者。這個認識影響了投保意願及產險公司形象。
另從市場競爭角度來看，汽車公司挾其銷售與維修之優勢，強力控制汽車保險市場，產險公司為爭取市場乃屈服於汽車公司之業務壓力，造成產險公司忽略消費者需求之服務，侵蝕其顧客基礎。保戶對理賠服務品質滿意或不滿意的根源在於在申請理賠時保戶所認知的服務品質。再從目前保險司統計數字來看，民國八十九年產險業的保戶申訴案件310件，其中理賠爭議案件高達97%。九十二年度理賠爭議案件更大幅增加到565件，占申訴案件比率仍高達97%，顧客不滿意，更無忠誠度。在自由化、競爭的市場裏，高品質的理賠服務是產險公司競爭力的重要因素。
本研究以汽車保險為例，探討理賠服務品質、顧客滿意度、顧客忠誠度三者之間的相互關聯，研究發現理賠服務品質對顧客滿意度、顧客滿意度對顧客忠誠度都有顯著正面的影響，而且理賠服務品質對顧客滿意度的影響，也因顧客是否具有理賠經驗而有顯著差異。此外迴歸分析也發現，顧客因理賠經驗不同，對於理賠服務品質屬性的認知也不同。本研究依照研究結果提出改善車險理賠服務品質之道，以作為產險公司擬定汽車保險經營策略之參考。

關鍵字

滿意度 ； 服務品質 ； 理賠品質 ； 理賠 ； 汽車保險 ； 忠誠度

並列摘要

High quality claim service can keep old customer, attract new, reduce claim cost and create profit. From the general viewpoint, almost everyone believes consumer is always the weaker party in filing a claim. This cognition affects the intention to purchase insurance and the image of the non-life insurance company.
From the angle of market competition, automobile companies have the advantage of its marketing and repair and vigorously interfering the automobile insurance market. In order to secure the market, non-life insurance companies has to yield to pressure from automobile companies. As a result, non-life insurance companies had overlooked the services required by consumers, destroying its customer foundation. The root of satisfaction and dissatisfaction of customers to claim service quality was on the service quality perceived by customers during filing a claim. From the current statistics made by the Department of Insurance, there were 310 complaints made by insurance buyer in the non-life insurance industry in 2000, in which 97% were claim dispute cases. Claim dispute cases increased greatly to 565 cases in 2003, which was 97% of the complaints received. Customers were totally dissatisfied, let alone customer loyalty. In the liberalized and competitive market, high quality claim service is an important factor for non-life insurance company to be competitive.
Automobile insurance was used as an example in this study to prove into the interrelationship of claim service quality, customer satisfaction, and customer loyalty. In this study, we found out that claim service quality has a significant and positive effect on customer satisfaction, customer satisfaction, and customer loyalty, and the effect of claim service quality to customer satisfaction differs between customers with and without claim experience. Besides, it was found from the regression analysis made that due to different claim experience, customers have different perception on the attribution of claim service quality. We, therefore put forth method to improve the claim service quality in automobile insurance based on the result of this study to serve as a reference for non-life insurance companies in drawing up their business policy on automobile insurance.

並列關鍵字

Auto Insurance

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