技術性與功能性服務品質在顧客忠誠度上之角色研究－以保險業為例

The role of technical and functional service quality on customer loyalty-A case of Insurance Company

莊維欣(Wei-Hsin Chuang)

指導教授 ： 曾義明

共同指導教授 ： 潘錫堂(Hsi-Tang Pan)

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00298

摘要

服務品質一直是服務業的重要課題，而過去的企業重視價格優勢，但是隨著市場上的競爭愈趨激烈，商品的區隔不再明顯，伴隨商品而來的服務品質，成為顧客選擇的主要因素。近年來，企業也體認到顧客才是企業最重要的資產，對於企業而言，顧客是否滿意本身所提供的產品與服務，是企業經營的重心。所以經營者必須設法提昇顧客忠誠度，以及了解影響忠誠度的因素。而國內目前的保險業，以保險顧問作為最主要的銷售通路，保險業之競爭已從過去的價格競爭轉變為非價格的競爭，無不致力於服務品質的改善來提昇顧客忠誠度。本研究選擇服務產業中的保險業來探討服務品質與顧客忠誠度之間的關係，並且綜合過去文獻的觀點，探討技術性服務品質與功能性服務品質對顧客忠誠度的關係，以及轉換成本、顧客的專業能力、價格敏感度三個干擾項是否會影響之間的關係。
　　因此，本研究的對象包括大台北地區曾經購買過人壽保險保單的消費者，進行問卷調查。進一步探討，研究結果有以下發現：
一、服務品質對顧客忠誠度有正向顯著影響，顧客在評估本身和保險公司的關係時，同時會重視服務的過程面和結果面，並且顧客認為服務的過程面比結果面重要。
二、消費者會因為轉換成本的考量，特別檢視保險公司提供的技術性服務，進而提昇顧客忠誠度。
三、在保險業中，顧客會因為本身的專業能力較高，特別重視公司的功能性服務，在乎購買商品的過程面，因此，技術性服務品質的重要性相對降低。
最後，本研究依據結論提出策略意涵、研究限制與未來研究建議，以供後續研究參考。

關鍵字

服務品質 ； 顧客忠誠度 ； 顧客的專業能力 ； 轉換成本

並列摘要

In the past, numerous business paid attention to their superiority of price. However, it changed to focus on the topic of service quality in service industries. With competitive surrounding, it is not apparent of products segmentation. When choosing products, customers take notice of service quality. Recently, enterprises realize that customers are the most essential resource of business core. Furthermore, they wonder whether clients satisfy their products or service. Hence, managers have to try their best to raise customer loyalty and seek for factors which affect loyalty. Presently, it is the main approach for Insurance Companies to hire advisers selling their products. Insurance Companies devote themselves to improve service quality. It is helpful to raise customer loyalty.
This research concentrates the relationship between service quality and customer loyalty on Insurance companies. Besides, we synthesize the view of previous literature to investigate the contribution of technical and functional service to customer loyalty. Moreover, we wonder if switching cost, customer’s expertise and price sensitivity moderate the relative strength of the relationships between technical and functional service quality and customers' loyalty. Consequently, we select clients who have experience of purchasing polices of life insurance. The main findings are as follows:
1. Service quality is positively related to customer loyalty. When customers evaluate effects of life insurance affect their behavior, they place importance on output and process of service. Besides, customers prefer the process to the output.
2. Because of switching costs, customers improve service quality by examining technical service.
3. Customers pay much attention to functional service of Insurance Company due to high customer’s expertise. Accordingly, the importance of technical service reduces correspondingly.
Finally, we provide empirical evidence that strategic intelligence on Insurance companies. With these finding and limitations, it allows future research to enhance our understanding of these results.

並列關鍵字

service quality ； customer loyalty ； customer’s expertise ； switching costs

參考文獻

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