壽險公司核保人員服務品質與業務員滿意度之研究-以P壽險公司為例

A Study on Service Quality of Insurance Assessor and Salespersons’ Satisfaction- P Life Insurance Company as an Example

黃惠宜(Hui-Yi Huang)

指導教授 ： 嚴宗銘 ； 許可達

朝陽科技大學/管理學院/保險金融管理系/碩士(2009年)

摘要

由於壽險業屬於依賴員工與顧客互動的金融服務業，壽險從業人員與顧客互動的服務傳遞過程可能直接影響顧客對公司的認知與整體評價水準。本研究擬透過內部行銷的觀點探討P壽險公司核保人員服務品質與業務員滿意度之關聯。
本研究採取Parasuraman et al.（1988）的論點，並以可靠性、反應性、保證性、關懷性、有形性作為研究與衡量服務品質的基礎理論。實證分析主要以SPSS 12.0套裝軟體作為統計分析工具，運用敘述性統計分析、因素分析、信度分析、效度分析、成對相依樣本T檢定、變異數分析與迴歸分析等多變量分析方法。主要研究結果分述如下：
一、業務員對於核保人員期望服務品質與認知服務品質部分衡量因素呈現顯著差異。
二、業務員人口統計變項對服務品質部分衡量因素呈現顯著差異。
三、業務員人口統計部份變項對整體滿意度呈現顯著差異。
四、期望服務品質與認知服務品質部分衡量因素對業務員滿意度存在顯著影響。

關鍵字

服務品質 ； 滿意度 ； 業務員 ； 核保人員 ； 內部行銷

並列摘要

The life insurance belongs to the financial services industry relying on the staff to interact with customer. The service transmittance process that staff members of the life insurance interact with customer may influence customer''s cognition of the company with appraising competence. The major purpose of this study was to explore the relationship between insurance assessor’s service quality and salesperson’s satisfaction in P life insurance company based on the perspective of internal marketing. This research adopted the SERVQUAL that draws on reliability, responsiveness, assurance, empathy, and tangibles to measure service quality.
This study employed SPSS 12.0 statistical analysis system to explore the empirical analysis that including descriptive statistics analysis, factor analysis, reliability analysis, MANOVA, and regression analysis. The major results indicated that:
1.The salesperson’s expected levels of insurance assessor’s service quality is significant different from the salesperson’s cognitive levels of insurance assessor’s service quality.
2.The characteristics of salesperson have significant different from the factors of insurance assessor’s service quality.
3.The characteristics of salesperson have significant different from the overall satisfaction.
4.The levels of expected service quality and cognitive service quality have significantly influence on salesperson’s satisfaction.

Keywords: Service quality, satisfaction, internal marketing, insurance assessor, salesperson.

並列關鍵字

internal marketing ； insurance assessor ； salesperson. ； satisfaction ； Service quality

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