應用SIPA方法探討企業併購後對客戶服務品質之績效—以A保險公司為例

A Study of the Customer Service Quality Performance after Merging by Using SIPA Approach – A Case Study of Insurance Company A

王思淳(Sih-Chun Wang)

指導教授 ： 邱國欽

朝陽科技大學/管理學院/財務金融系/碩士(2015年)

摘要

2014上半年國內外經濟情勢持續好轉，人身保險業與財產保險業分別面臨利差損難以改善和殺價競爭之下，造成業者成本增加與核保利潤縮減的問題。保險對於大眾來說，已經慢慢的被接受了，不僅可以讓生活品質上有個保障，及滿足生活上急需用錢的需求，更是投資工具的其中一項選擇。透過併購似乎是讓本身競爭力增加的最快方法之一，怎樣才可以選擇出最佳的保險公司及提供較良好的保險保障給客戶，是保險公司爭相探討的議題。因此，本研究利用IPA方法分析A保險公司在併購後對客戶之服務品質的缺失題項，再利用SIPA方法分析，即再加入同質性C保險公司之競爭者作比較以確認A保險公司在併購後，有哪些題項需改善。此SIPA方法找出A保險公司有9個題項需改善，再藉由擬定改善策略執行並評估成效。本文研究目的是藉由此分析方法之改善成效，期望能提升A保險公司在未來營運上之競爭力。

關鍵字

IPA ； 服務品質 ； 併購 ； SIPA

並列摘要

The domestic and foreign economic situations continue to get better in the first half of 2014. However, Personal insurance and property industries are respectively facing the challenges of balancing the breakeven and price cutting competition resulting in the problems of increasing incremental cost and shrinking underwriting margin. Insurance for the public has been gradually accepted. It allows not only having a guarantee to provide the good quality of life, but also satisfying demands on an expenditure on emergency in our daily life; moreover, it is able to offer a choice for investment. Through mergers seems to be the best and quick way to enhance its competition. The issues of how to choose the best insurance company as well as provide a better favorable insurance coverage to customers are urgent needs to explore for insurance companies. Therefore, the study mainly aims at applying SIPA to investigate the differences of service quality providing by the insurance company after being merged. The 9 items was found by utilizing the analysis. In addition, so as to improve service quality of the insurance company, improving strategies will be drafted and later be implemented. The purpose of the study is through the method to analyze the effectiveness of A insurance company and also expect it to be more competitive in the future.

並列關鍵字

service quality ； mergers and acquisitions ； IPA ； SIPA

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