臺灣博碩士論文加值系統

隨著大環境的轉變，壽險公司的經營越來越困難，全球利率的急速下
滑，使得壽險公司的資金，要能有效的得到投資回報，考驗著經營者的營
運能力。
網際網路資訊日益發達，許多商品透過網路成交的流量物種增多，透
過網路的銷售成本、售後服務成本也大幅下降；社會結構、法令的改變、
勞工的社會福利意識抬頭，以往傳統保險公司的策略”人海戰術”漸漸受到
挑戰。以往培養傳統業務員方式，用來維持高市場占有率，和這幾年興起
的銀行理專代理、電話行銷管道，或未來能以網路直接下單購買保單，這
些將會直接改變壽險市場的原本的市場結構。
本研究以保誠人壽為研究對象，用文獻探討及問卷調查的方式來深入
瞭解壽險行業。於高雄地區發放600 份問卷，實際回收有效問卷320 份。
由回收問卷分析，並透過品質屋與服務品質缺口這兩種研究方式，瞭解現
有客戶對於壽險業的服務期望和需求，和保誠人壽在服務品質上是否有缺
口等，提出補救方法，希望以此作為改善保誠人壽服務品質的依據，藉由
此研究結果提供不同保險同業做為服務顧客的建議。
本研究結果顯示，客戶期望保險公司能提供的不只是一張保單，還有
安全感，同時希望保險公司在設計商品時能夠以顧客的觀點出發。從品質
屋可以看出，保誠人壽在服務據點以及工作態度上是需要進行改善的，藉
由改善這兩方面，能夠增加顧客的滿意度，進而繼續留住顧客。由服務品
質觀念模式可以得知，保誠人壽在了解顧客真正的需求上、公司是否有一
套標準流程滿足顧客，以及使顧客滿意度提高等三方面缺口是目前需要改
善的。
關

As the environment changes, life insurance companies operating more and
more difficult, the rapid decline in global interest rates, making life insurance
company's funds, to be able to be an effective return on investment, testing the
viability of operators.
The increasingly well-developed Internet information, and many commodities
traded through the Internet increased the flow of species through the network cost of
sales, after-sales service costs dropped; social structure, changes in laws, social
welfare workers rising awareness of strategy for traditional insurance companies,
"human sea tactics" gradually being challenged. The past, traditional sales maintain
a high market share by human sea tactics; recent, sales channel handled by Financial
Consultant and telemarketing, shopping insurance policy on website could be
happened on nearly further. All above are going to change the life insurance
marketing structure.
In this study, Prudential Life Insurance is the research object, by using
literature review and questionnaire survey, this study tries to get an in-depth
understanding of the life insurance industry. We issued 600 questionnaires and
recovered of 320 validities in Kaohsiung. By the recovery of the questionnaire
analysis and the quality housing and the service gap in both the quality of research
to understand the life insurance industry for existing client’s expectations and needs
of the service, and the Prudential Life Insurance in the service quality, such as
whether there are gaps, the remedy, and I hope that Prudential as to improve the
quality of life of service based on the results of this study by the insurance industry
to provide different services to customers as a proposal.
The results of this study reveal that clients expect not only a policy but also a
sense of security what insurance company offered, they also look forward to
Including the design of insurance products which concerned the point of view of
customers． Moreover the quality housing can be seen through that Prudential Life
Insurance to be improved on two points, the numbers of service station and sales
attitude. Then will increase customer satisfaction and retain customers if above two
points were improved. The concept of quality of service can be informed that
Prudential Life Insurance in understanding the real needs of customers, the
company have a set of standard processes to meet customers and to improve
customer satisfaction in three areas, such as the gap is in need of improvement.

摘要……………………………………………………………I
謝辭………………………………………………………… IV
第壹章、.........................................................................................................緒論 1
第一節 研究背景與動機......................................................................... 1
第二節 研究目的....................................................................................... 2
第三節 研究問題..................................................................................... 3
第四節 研究流程..................................................................................... 4
第貳章 文獻探討...............................................................................................5
第一節 服務品質相關理論與文獻......................................................... 5
第二節 壽險產業介紹與保誠人壽簡介............................................... 16
第參章 研究方法.............................................................................................24
第一節 研究架構與方法....................................................................... 24
第二節 問卷設計................................................................................... 25
第三節 抽樣與資料蒐集....................................................................... 28
第肆章 實證分析與研究發現.........................................................................29
第一節 樣本結構................................................................................... 29
第二節 品質屋....................................................................................... 64
第三節 服務品質缺口........................................................................... 67
第伍章 結論與建議.........................................................................................69
第一節 研究結論................................................................................... 69
第二節 對後續研究之建議................................................................. 71
第三節 研究限制................................................................................. 72
參考文獻................................................................................................................. 73
附錄一 ..............................................................................................................76

中文部分
期刊論文：
李玉葶（2006），「壽險公司保戶抱怨與其補救行為之研究」，朝陽科技
大學保險金融管理系，碩士論文。
李哲維（2005），「壽險業顧客知識流程之研究 - 以保誠人壽為例」，國
立政治大學企業管理學系，碩士論文。
沈坤弘（2005），「服務文化、服務管理系統與經營績效之關聯性研究」，
東海大學企業管理學系，碩士論文。
洪志宏（2009），「品牌忠誠度、品牌知名度與服務品質對於再購意願之
關係探討－以3C 產品為例」，國立高雄第一科技大學，碩士論文。
莊素霞（2004），「金融控股公司對壽險業影響之研究」，國立中山大學
財務管理研究所碩士在職專班，碩士論文。
許弘裕（2004），「服務品質、顧客價值對消費者行為意向影響之研究─
以國內一家壽險業為例」，朝陽科技大學保險金融管理系，碩士論文。
許雅惠（2009），「非價格促銷與服務品質對顧客價值、忠誠度、滿意度
與再購意願之關聯性探討－以高雄市百貨公司化妝品為例」，國立高
雄第一科技大學，碩士論文。
葉光傑（2002），「壽險行銷服務品質滿意之研究-以國華人壽保險公司為
例」，國立中山大學企業管理學系碩士在職專班，碩士論文。
書籍：
黃崇興（2004），服務管理，台北：智勝文化有限公司。
陳澤義（2005），服務管理，台北：華泰文化。
鄭春生（1997），品質管理，台北：育友。
網路參考資料：
中華民國人壽保險商業同業公會http://www.lia-roc.org.tw/, 2009,01,06
中華民國人壽保險管理學會:http://www.limi.org.tw/, 2009,01,06
財團法人保險事業發展中心:http://www.tii.org.tw, 2009,01,06
英文部分：
Buell, 1984, Marketing Management : A Strategic Planning Approach, New
York:McGraw-Hill.
Crobsy, Philip B., 1979, Quality is Free: The Art of Making Quality Certain,
New York: McGraw-Hill
Cronin, J. Joseph. Jr., and Taylor, Steven A., 1992, “Measuring Service Quality:
A Reexamination and Extension”, Journal of Marketing, 56(7), pp.55-56
Gronroos, C., 1990, Service Management and Marketing-Managing the
Moments of Truth in Service Competition, New Jersey: Lexington Books
James A. Fitzsimmons and Mona J. Fitzsimmons, 1994, Service Management
for Competitive Advantage, New York: McGraw-Hill
Kotler, 1991, Marketing Management: Analysis, Planning, Implementation,
and Control, New Jersey: Prentice-Hall Inc
Lewis, B.R. and Mitchell V.W., 1990, “Defining and Measuring the Quality of
Customer Service”, Marketing Intelligence and Planning, 8(6), pp.11-17
Lovelock, C.H., 2001, Service Marketing, , New Jersey: Prentice-Hill Inc.
Parasuraman, A., Zeithaml, A., and Berry, L., 1985, “A Concept Model of
Service Quality and Its Implication for Future Research”, Journal of
Marketing, 49:41-50.
Parasuraman, A., V. A. Zeithaml and L. L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service
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Zeithaml, V. A., L. L. Berry and A. Parasuraman (1993), “The Nature and
Determinants of Customer Expections of Service Quality,” Journal of the
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