公司被併購前後期對服務品質差異之探討─以A壽險公司為例

A Study on the change of service quality, before and after the merger and acquisition-A Life Insurance company

蔡宛貽(Wan-yi Tsai)

指導教授 ： 嚴宗銘 ； 邱國欽

朝陽科技大學/管理學院/保險金融管理系/碩士(2011年)

摘要

全球壽險業在金融海嘯影響下形成多家台灣本土壽險業與外商公司合併。壽險公司透過併購能提高市佔率及擴大經濟規模，但仍有可能因為文化上的差異或其他因素，而影響到服務品質。在這競爭激烈的環境下，服務品質與顧客滿意將成為壽險業生存的重要指標。本研究以壽險A公司為例，採用問卷方式，首先，對目標公司（被併購公司）被併購之後期對保戶服務滿意度之滿意度22個題項利用因素分析萃取出3個構面，分別對各背景變項（因子）作差異分析，以了解不同族群對服務滿意度認知的差異。另外，針對目標公司被併購前後時段對保戶所提供的服務品質之滿意度是否有差異，本研究利用簡單易懂的績效評估矩陣含績效管制界限的圖形，找出需要改善的服務題項。本研究結果發現，從22個服務題項中，檢視有4個異常題項需要改善。本研究針對這4個需改善題項建議分別對基本資料各變項（因子）作差異分析，試圖找出各題項認知較低族群作為改善對象，以擬定改善策略並評估執行成效，此過程可提供相關產業經營者作參考依據。

關鍵字

服務品質 ； 管制界限 ； 績效評估矩陣 ； 顧客滿意度 ； 併購

並列摘要

The global financial crisis advanced the merger and acquisition of Taiwanese and foreign life insurance company. Through mergers and acquisitions, life insurance companies can increase market shares and scale economies, however, there is still a possibility that cultural differences or other factors will affect the quality of service. In this highly competitive environment, service quality and customer satisfaction are important for the survival of life insurance industry.
First, by applying questionnaires to target company (A Life Insurance Company), and adopting factor analysis to extract three aspects from 22 satisfaction items to analyze the background variables (factor) and understand customer satisfaction among different ethnic groups.
In addition, to determine if there is a difference on services provided to policyholders between periods before and after the acquisition, this study performed straightforward evaluation matrix containing graphics to identify areas of improvement for service items.
The results showed four out of 22 items need improvement. In this study, these four items recommended were the need to improve on the basic information of each variable (factor) for the difference analysis, to try to find the items to improve object recognition as a low population, in order to develop strategies and evaluate the end results. This process can be adopted by industry as reference.

並列關鍵字

merged ； customer satisfaction ； performance evaluation matrix ； service quality ； control limits

參考文獻

宿業服務品質之研究。中小企業發展季刊。16，1-24。

Enhancement of Service Quality in Internet-Marketing

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