應用狩野模式於銀行保險業之內部網路e化服務品質之研究

Applying Kano Model to Study the Internal e-Serivce Quality of Bancinsurance

俞雅齡(YA-LING YU)

指導教授 ： 張文華

國立臺北科技大學/管理學院/管理學院工業工程與管理EMBA專班/碩士(2014年)

https://doi.org/10.6841/NTUT.2014.00339

摘要

服務可以不是面對面，也可以不用電話溝通，隨著資訊日益發達及人民的教育水準提升，網路介面的服務可以做到簡易、直接及單一項目的服務，各行各業也愈來愈發現網路服務可以取代人員被動式服務，且由使用者自行決定要服務的內容，及利用簡單的網路介面能獲得直接且有效的服務。
隨著使用者知識提升與大環境激烈競爭，各行各業為提供更簡捷及方便的服務接點及提昇服務品質為導向，企業無不開始多方研究使用者對服務品質的真實感受，不僅僅只有用一維化的衡量使用者心中的商品及服務價值。有鑑於此，本研究乃運用Kano二維品質模式衡量服務品質的四大構面進行問卷設計。我們利用Kano二維品質屬性之分類，先找出銀行保險業網路e化服務品質之關鍵屬性，再找出影響銀行保險理財顧問對網路服務滿意度之關鍵績效指標(KPI)及亟待改善之指標，期望藉由Kano問卷結果的比較分析品質改善指標的估算與解讀，提出銀行保險業者未來在改善內部e化服務品質與滿意度等之具體建議。
本研究以台灣最大的銀行保險通路(以下簡稱C銀行保險經紀人公司)為例，找出維持優勢的關鍵因素並提供C公司可以向上提升內部經營服務品質的重要方針，所得到的結論如下：
1.探討網路服務品質和Kano 二維品質及其改良模式之相關文獻，以瞭解網路服務品質的要素及Kano 模式的原理。
2.運用Kano 二維品質模式進行C銀行保險經紀人公司網路服務品質屬性的歸類，並瞭解不同背景變項之使用者對各項教網路服務品質需求的差異性。
3.針對C銀行保險經紀人上述待改善指標，進行要因分析提出改善建議如下：
(1).加強服務人員教育訓練，提升人員服務品質。
(2).持續改善服務作業流程及內部顧客滿意度。
(3).重視流程規劃，提升作業效率
(4).依據研究結果提出具體的建議。

關鍵字

網路服務品質 ； 狩野二維品質模式

並列摘要

Service is not just limit to face to face module, nor through phone call communication only, follow by the increasingly prosperous of data information and the increasing of people’s education level, we realizes that the network interface can replace the position of passive service which perform by service agent. Through liberally choose of service contains by user, and utilize simple network interface; we can obtain the direct and effective service.
Follow by the user knowledge raised and environment intensively competed, all businesses provides simple, fast, and convenience service contact points. Focusing on increase service quality, enterprises are working the study of the user’s true impression on service quality, the study not just by one-dimensional quality module to measure user’s perfection on product and service value. Base on this, our study is using Kano two-dimensional quality attribution module, to design the questionnaire to measure the four dimensions of service quality.
Firstly, to use Kano two-dimensional quality attribution module, to classify the quality attribution, digging out the key points of bank assurance’s network e-service, then sort out the KPI which affect BA service agent toward network service satisfaction rate, and the priority items need to be improved. We expect to by way of Kano survey to analysis the service. Provide the solid recommendation on how insurance business to improve internal e-service quality and satisfaction rate.
This study is based on the biggest bank assurance insurance channel (hereunder called Bancisurance agent C), to find out the key factors to support the company stay in top position, so as to provide Company C a crucial direction of upgrading internal service quality. The conclusions are as follow:
1.Study network service quality, Kano two-dimensional quality and the related document of improving module, so as to understand the key element of network service quality and the concept of Kano module.
2.Base on Kano two-dimensional quality module to processed the Company C’s service attribution analysis, to understand the needs from different users toward network service.
3.Provides recommendations on Bancisurance service agent
(1).Provide training to enhance service agent’s service quality
(2).Continuous service operation flow improvement to increase customer satisfaction rate
(3).Respect workflow planning, increase operation efficiency
(4).Base on the result of the study to provide workable recommendation.

並列關鍵字

e-service quality ； Kano Two-Dimensional Model

參考文獻

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