財政部在民國90年6月底立法通過「金融控股公司法」,再加上於民國91年起正式成為WTO會員國,現今的保險業除了需面對同業本身的競爭,還需面對銀行業及國際上的威脅。保險業者必須了解哪些因素是影響其產業顧客滿意度的重要因素,及將其作為未來的策略方向,以達到企業的最終目標。因此,本研究主要是針對保險業的顧客,找出影響其服務接觸滿意的關鍵因素。 本研究分為二階段進行。第一階段屬於質性研究,首先搜集使保險業的顧客滿意不滿意的關鍵事件,再將所搜集到的關鍵事件進行歸納,以找出影響顧客服務接觸滿意和不滿意的因素。第二階段為量化的研究,透過實證分析驗證第一階段所得到的結果和發現。主要研究結果如下: 一、影響保險業顧客滿意或不滿意的因素可分為五大類:(1)可靠性(告知詳盡的內容、定期檢視)、(2)反應力(提供即時的服務及高度服務意願)、(3)保證性(服務態度、專業能力及良好的互動與溝通)、(4)同理心(個別性需求及給予注意力)、(5) 實體證據(網路/網頁及多元化繳費)。 二、依據Kano(1984)的三因子理論基礎,我們得知「高度服務意願」、「服務態度」為顧客滿意的基本因子;「個別性需求」為顧客滿意的興奮因子;顧客滿意的關鍵因子則為「告知詳盡的內容」、「提供即時的服務」、「專業能力」。 三、顧客所知覺到的「保證性」對顧客忠誠度有正向的影響;顧客所知覺到的「反應力」對顧客忠誠度有正向的影響;而「可靠性」對顧客忠誠度有正向的影響。
Ministry of Finance the lawmaking passed "Financial Holding Company Act" at the end of June 2001, and formally became the WTO member nation from 2002. The insurance industry of the present in addition to needing the competition of facing the same trade, also need to face the banker and international of threat. Insurer has to understand which factors are influences its industry customer satisfaction the important factors, and be it to future strategy direction to approach the final target of the enterprise. Therefore, this research mainly aimed at the customer of insurance industry, finding out to influence it to critical factor of serve encounter satisfaction. There are two stages in this research. The first stage is a quality research, collecting the critical incidence that the customer of making the insurance industry satisfaction/dissatisfaction, and carries on the critical incidence to induce, then finding out to influence the customer service encounter satisfaction/dissatisfaction factors. The second stage was a quantitative research. The findings from the first stage are proved by substantial evidence analysis. The main research results were as follows: 1. The influence insurance industry customer the satisfaction/dissatisfaction factor are categorize to five factors: They are reliability (tell a detailed content and periodically examine), responsiveness (provide the quick service and high service will), assurance (service attitude, professional ability and good interaction and communicate), empathy (individual need and give attention), and tangible (network/web page and diversified payment). 2. According to Kano (1984) three factor theory, we know "High Service Will", " Service Attitude" as customer satisfaction basic factor. "Individual Need" is a customer satisfaction excitement factor. Customer the satisfaction performance factors are "Tell the Detailed Content", "Provide the Quick Service", and "Professional Ability". 3. The perceived assurance influence customer loyalty. Responsiveness influence customer loyalty. And reliability influence customer loyalty.
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