以倫理學觀點探討壽險業之服務創新─以國泰人壽為例

Research on the Service Innovation of Life Insurance Industry Based on the Viewpoint of Ethics -- with Cathey Life Insurance as an Instance

林原旭(Yuan-Hsu Lin)

指導教授 ： 邱文宏

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2011年)

摘要

依行政院主計處資料分析，國內金融保險名目生產毛額在2009年的產值佔GDP比重6.57%，逐步邁向以服務業為主的第三產業經濟時代。本研究針對已具成效之壽險業者，透過倫理學之效益論、義務論、德行論、情境論為分析架構，探討保險業服務創新相關議題。本研究目的：一、透過研究對象事件，瞭解壽險業服務創新概況；二、透過歷程分析瞭解創新因素，提供保險業或政府政策規劃參考。依次級資料篩選彙整365件服務創新事件。研究分佈分析發現：一、以「效益論」為核心價值，「情境論」為輔經營；二、義務論之「互惠利他」，提升保險價值之援助；三、德行論之「規範強化」，企業客戶雙贏經營策略；四、符合情境論險種，增進拓展其他險種機會；研究歷程分析發現：五、效益論之「整合效益」，將成創新設計思考方針；六、效益論之「增值效益」呈遞增與「附加效益」呈遞減，兩項互呈反向趨勢，是業者設計參考方向；七、義務論之「損害填補」是弱勢族群急需服務之一，比社會公益活動更實際；八、「社會正義」是保險業富含德行論性質之創新服務，周邊效益無限量；九、情境論之「延伸服務」與「客製化服務」，滿足消費者生涯規劃。建議政府與人壽保險業攜手合作，建立義務性援助價值鏈服務，以提升醫療系統結合保險服務之品質，造福弱勢族群。

關鍵字

服務創新 ； 倫理學 ； 壽險業

並列摘要

An analysis in such data as acquired from Directorate-General of Budget, Accounting and Statistics, Executive Yuan reveals that the GDP fulfilled by the domestic financial and insurance industries was 6.57% of the national GDP in 2009 in Taiwan and that Taiwan was gradually stepping into the era of the third industry economy which stresses the service industry. This study mainly discusses those issues related to service innovation of the insurance industry based on the analysis structure composed of utilitarianism, deontology, virtue ethics and situation theory. Furthermore, the purposes of this study are as follows: 1. To realize the service innovation profile of the insurance industry through the research on the specific events; 2. To realize the innovation factors through the analysis in the process so as to further provide information for the insurance industry or government in regard to their policy planning. 365 service innovation events are employed for the analysis activity after information selection. Here are the findings of our research and analysis: 1. “Utilitarianism” is employed as the core value and the situation theory as auxiliary tool. 2. The “reciprocal altruism” of deontology increases the support of insurance value. 3. “Standard reinforcement” of virtue ethics becomes the strategy of accomplishing mutual benefit between the enterprise and the customers. 4. The types of insurance in conformity to situation theory expand the opportunity for other insurance categories. 5. The “integrated utility” of utilitarianism will be the thinking direction of the innovative design. 6. With regard to utilitarianism, the reverse tendency between the “value-added utility” which is increasing and the “additional utility” which is decreasing provides reference of design for the insurance companies. 7. The “indemnity” of deontology is one of the services urgently needed for the minority group, more practical than any social welfare. 8. “Social justice” is the innovative service of insurance industry full of the nature of virtue ethics and having infinite boundary utility. 9. The “extension services” and “customized services” of the situation theory satisfy the career planning of the consumers. It is recommended that the government cooperates with insurance companies to set up the compulsory service of support value chain so as to upgrade the quality of combination between medical system and life insurance industry and to benefit the minority group.

並列關鍵字

Service innovation ； ethics ； life insurance industry

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