臺灣博碩士論文加值系統

迎接數位金融科技浪潮，各行業對E化服務相對重視，台灣壽險業亦於2012年開始推出行動服務，有別於傳統紙本申請書流程，透過平板電腦協助客戶進行投保、保單契約變更、理賠等業務(下簡稱行動服務)，讓保險業務員成為公司的行動櫃檯，第一時間提供客戶便利、多元的服務管道，亦有效提升保險公司內部作業效率及降低公司成本，落實企業永續經營及善盡企業社會責任。
本研究以C保險公司體驗過行動服務之保戶為受測對象，採用隨機抽樣的方式發放問卷，取得471份有效問卷，以SPSS軟體對有效問卷作統計分析，並以敘述統計、皮爾森相關分析、信度分析、變異數分析(ANOVA)及迴歸分析，探討顧客對行動服務的服務便利性、感知風險、服務品質、客戶參與、體驗價值對滿意度之影響、滿意度對行為意圖之影響及企業形象對行為之影響。
研究結果發現：(1) 行動服務之服務品質及體驗價值與顧客滿意度有正向關係，顯示C保險公司提供行動服務之品質及體驗價值之體驗及感受，亦能有效提升顧客滿意度。(2) 顧客滿意度與行為意圖有正向關係，顯示顧客對C保險公司提供之行動服務越滿意時，能有效提升未來再次使用的意願。(3)企業形象與行為意圖有正面關係，顯示C保險公司良好的企業形象會影響顧客體驗行動服務的意願。

To meet the wave of Digital Financial Technology, all business also has a heavy vision of E-Service. The Taiwan Life insurance also launched an activity insurance service in 2012, which different from the traditional paper book process, using table computer to help clients to insure and make a change of contract, payout and other business (the description of the Mobile Services. Let the insurance professional become the company’s action counter to help the customer convenience right away, a wide variety of service channels, but also to effectively enhance the efficiency of the company’s internal work and reduce the cost, the real enterprise sustainable business and good business community responsibility.
In this study, the protection of Mobile Services by C insurance company was used as a test image, with the use of random way to develop the paper, get 471 valid questions, with SPSS software for the effective problem of the system analysis, and with Syrian, Piersen analysis, Reliability analysis, Variation analysis (ANOVA) and regression analysis. To explore the impact of customer convenience, perceived risk, service quality, customer engagement, experience value on the satisfaction of the customer, satisfaction with the implications of the business, the impact of the business image on behavior and the impact of business images on the line of influence.
esearch results found: (1) there is a positive relationship between the quality of the service and the value of the experience and the satisfaction of the customer, it shows that C insurance company provides the experience and feeling of the quality and experience of the physical insurance service, and can also effectively enhance the satisfaction of the customer. (2) The positive relationship between the satisfaction of the customer and the intention of the bank shows that the customer is more satisfied with the active insurance service provided by the C insurance company, which can effectively enhance the intention of the re-use.
(3) The image of the enterprise has a positive relationship with the intention, which shows that the good corporate image of the C insurance company will influence the wishes of the customer experience and insurance service.

目　　錄
第一章 　緒論 1
第一節　研究動機及背景 1
第二節 　研究目的 2
第三節 　研究流程 3
第二章 　文獻探討 4
第一節　行動服務 4
第二節 　服務品質 5
第三節　顧客滿意度 9
第四節 　體驗價值 11
第五節 　行為意圖 12
第三章 　研究方法 15
第一節 　研究架構 15
第二節 　研究假說 16
第三節　問卷設計與衡量 19
第四節　抽樣對象 20
第四章 　實證結果與分析 21
第一節 　樣本敘述性分析 21
第二節 　信效度分析 24
第三節　差異分析 26
第四節 　迴歸分析 32
第五章 　結論與建議 36
第一節 　研究結論 37
第二節 　研究建議 40
參考文獻 39
附錄 問卷 42

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