保險金融從業人員服務品質對個人工作績效往往佔有一定程度的影響。事實上,以目前國人平均擁有接近二張保單的普及性而言,不論是新進的保險金融從業人員或資深從業人員,在開發新保單及舊保單的繼續率上,都和服務品質所衍生出的績效有著密切的影響關係。也就是說,未來保險金融從業人員必須在提供服務的要項裡明確的訂定出服務品質的有效指標來提昇出服務品質的穩定性及最佳化。 本研究以問卷調查方式針對台中外商I壽險公司為母體取樣保險金融從業人員並作分析探討,首先,對表現度25個問項利用因素分析萃取出5個構面,分別對各背景變項作差異分析,以了解不同族群對表現度認知的差異。另外,又以服務品質績效評估矩陣,用來評估分析出保險金融從業人員對於服務品質的重視度與表現度差異性。透過本研究提供的方法,結果發現保險金融從業人員在服務品質項目「您所屬的壽險公司會積極的蒐集與採納保戶的建議」、「您會為客戶找出最合適的投保方案,以他們的利益為優先考量」、「您希望在提供服務時會給予客戶一種專屬的尊貴服務感受」、「您重視您所提供的財務規劃服務,能讓保戶感到安心且保密」為首要改善的重點。透過本研究所提出的指標與方法,希望能協助各壽險公司更有效提昇其從業人員服務品質績效與水準能有所貢獻。
Service quality of the insurance-finance agents always effects on the performance of the individual agents to certain extent. In fact, since in average each person in Taiwan purchase approximately two insurance policies, the performance associated with the service quality of every insurance-finance agent, senior or not, serves as an important factor on the continuity of the clients’ annual-renewed insurance policies. In other words, agents must define an effective and explicit indicator of service quality (in order to) to enhance the stability and optimize service quality in the future. In this study, we use questionnaire survey to sample and analyze a life insurance company in Taichung. We also use service quality performance matrix to assess the survey result for the emphasis and performance of the service quality from individual insurance-finance agent. Through the method provided in this study, we found that insurance finance agents see the following service quality items as their priority for improvement: 1. The (life insurance company) you work for will actively collect and adopt the suggestions from the policy holders. 2. You will provide the most suitable insurance program for your clients and have their best interest in mind. 3. You tend to provide your clients an exclusive excellent service. 4. The way you attach importance to your service in financial planning will make your clients feel comfortable and secured. Through the indicators and methods in this study, we hope to assist life insurance companies in effectively enhancing their agents’ service quality and standards.