影響壽險業品牌形象之關鍵因素分析-以Y公司為例

Key Factors of Brand Image in Life Insurance Industry-A Case of Y Company

許碧玉(PI-YU HSU)

指導教授 ： 邱榆淨

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700461

摘要

台灣在金融控股公司法的通過後，壽險市場發展迅速，各壽險公司均推出豐富之商品以滿足客戶更多元化之需求。面對激烈的市場競爭及消費者的意識抬頭，壽險公司除積極變革與創新外更打造符合時代之壽險產品，塑造企業品牌形象，增加消費者對品牌的喜好度，進而提升市場佔有率，是企業艱辛的任務。因此，影響壽險業品牌形象之因素有那些?是本研究的研究動機。
本研究主要目的是建構適用Y公司品牌形象之評估構面、準則，確認影響品牌形象的關鍵因素及其相互影響關係。並探究Y公司在品牌形象經營之績效表現並提供其管理策略上的發展與建議。經由文獻探討建立研究概念後，首先透過專家訪談建立研究的雛型，再以德爾菲法收斂及確認本研究之架構，包括四大構面與九項準則，最後以決策實驗室法為基礎的網路程序分析法(DEMATEL-based ANP, DANP)求出構面與準則之權重與排序，並藉由重要度績效值分析(Importance Performance Analysis, IPA)個案Y公司之績效值表現。
研究結果顯示，關鍵構面為「企業形象」、「產品形象」及「功能性」，其管理意涵是是企業所提供之產品功能，應該思考如何幫客戶解決現有問題及預防潛在問題，當企業解決客戶外部衍生之消費需求及在售後服務面重視客戶的反映與即時回饋，不斷的將客戶意見反應在新產品的功能上，使其形成良性循環，進而改善與持續提升企業品牌形象。在九項準則中，最為關鍵準則是「親切服務」及「心理認同」，其管理意涵是如何讓客戶在購買商品的過程中，對企業提供之整體服務過程與商品之售後服務態度產生之親切服務感，對商品產生認同而購買其壽險商品時，而會有再次被服務的期待。
最後在重要性績效值分析中，極需改善項目為客戶之「心理認同」、「服務」、「親切服務」及「良好印象」，其管理意涵是係指壽險業者，在銷售商品過程中之整體服務態度與售後服務態度表現不合消費者需求，因而無法得到客戶之心理認同。因此，壽險業者應調整策略方向與資源，企業才得以持續成長與永續經營。建議個案Y公司不斷的將客戶意見反應在產品的功能上，使其形成良性循環，也透過教育與學習後提供商品服務更能滿足消費需求；進而改善企業與產品形象，持續為企業提升品牌形象。

關鍵字：壽險業、品牌形象、以決策實驗室法為基礎的網路程序分析法、重要度績效值分析

關鍵字

壽險業、品牌形象、以決策實驗室法為基礎的網路程序分析法、重要度績效值分析

並列摘要

After Taiwan's Financial Holding Company Act passed, the life insurance market develops rapidly. The life insurance companies have launched variety products to satisfy customer's request. The life insurance companies face to fierce competition and the rise of consumer awareness, life insurance companies positive change and innovation to create life insurance products, which are in line with the requirements of the times. Is the hard task of the enterprise to shape the corporate brand image, increase consumer brand preferences, and then enhance market share. Therefore, the key factors that affect the image of the life insurance industry are those that are motivated by this study.
The main purpose of this study is to construct the evaluation of the brand image of the Y Company, the criteria to identify the key factors affecting the brand image and their mutual influence. And explore Y Company in the brand image management performance and provide its management strategy on the development and suggestion. After discussing the concept of research, the author first establishes the prototype of the research through expert interview, then uses Delphi method to converge and confirm the structure of this research, including four facets and nine criteria, and finally based on decision-making laboratory which’s the decision making and evaluation laboratory (ANP, DANP), and the performance of the Y Company is evaluated by the Importance Performance Analysis (IPA).
The results show that the key dimensions are "corporate image", "product image" and "functionality". Its management implications are the product functions provided by the enterprise. It should consider how to solve the existing problems and prevent potential problems. Enterprises to solve customer external derivative consumer demand and in the after-sales service to focus on customer feedback witch can increase on the new product in the features, so that the formation of a virtuous circle. And thus improve and continue to enhance corporate brand image. Among the nine criteria, the most critical criteria are "cordial service" and "psychological identity". Both of their management implication are how to make the customer in the process of purchasing the goods, the enterprise provides the overall service process and the products after-sales service attitude Thanksgiving respect for the sense of service, it can produce recognition of goods and purchase other life insurance products, resulting in an instant link hope to be served again
Finally, in the importance of performance analysis, the need to improve the project is the customer's "psychological identity", which’s management meaning is the life insurance industry, in the process of selling products in the overall attitude and after-sales service attitude poor performance, it cannot get the customer's psychological identity. Therefore, the life insurance industry should adjust the direction of strategy and resources to grow and sustainable management. To suggest to the proposed case Y Company will continue to respond to customer feedback on the product’s function to make it a virtuous circle, but also through education and learning to provide goods and services to meet consumer demand. And thus improve the image of enterprises and products; continue to enhance the brand image for enterprises.
Keywords: Life Insurance Industry, Brand Image, DANP, IPA

並列關鍵字

Life Insurance Industry, Brand Image, DANP, IPA

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