臺灣博碩士論文加值系統

車險理賠服務品質對顧客滿意度之影響研究
摘要
汽機車保險是財產保險中保費所佔比例最大的險種，發生的理賠案件亦最多，和民眾的生活息息相關，車險經營的成敗，更對保險公司的獲利與否，有舉足輕重的影響，而理賠服務系統的經營成敗，對車險業務有舉足輕重的影響，亦是汽機車保險經營中最重要的一環。
本研究係以高屏區某家產險公司90年7~10月內出險的理賠被保險人為抽樣對象，共寄出672份問卷，並輔以電話催收，回收有效問卷329份，回收率48.95%，以評估現行服務系統的滿意度，影響理賠服務滿意度的因素有哪些，以作為理賠服務的改進之道。結果顯示：在24個項目中，皆呈現可接受的滿意度，其中又以「事故發生、理賠人員應可到現場服務」，是受訪被保險人最期待提供的服務。在因素分析中，原五個構面減縮為三個構面，有形性、可靠性、確實性。在人口統計變數對評量項目的差異分析顯示不同的人口統計變數對期望的服務品質中，除從事工商服務業較從事其他行業的人對公司的環境、員工的穿著有較高的期許，其餘在性別、年齡、教育、及收入的24個選項皆未呈現顯著性的差異。在知覺的服務品質中，除女性較男性對員工的穿著整齊、專人指導填寫出險書、和理賠承諾應確實完成，有較差的感受，而高中(含)以下者對服務的時間、主動關懷解決問題較大專(含)以上者感受較滿意。其餘未呈現顯著性的差異，表示大多數的被保險人對期待、知覺的理賠服務品質，不會因人口背景的不同，而有不同的差異。
因此只要了解現行的服務缺口，妥善規劃理賠服務作業流程，加強人員的專業訓練，提供被保險人更好的服務品質，就可以提昇被保險人的滿意度、忠誠度。對整體車險的經營亦會有絕對的助益。

A Study of the Automobile Insurance Reparation
Service Quality on the Customer Satisfaction

Student：Chih Hsing Advisors： Dr. Mingchun Lin
Dr.Wei-Ming Wu
Dr. Ching-Hao Chen
Department of Risk Management And Insurance
National Kaohsiung First University of Science and Technology
Abstract
The automobile insurance premium take the largest portion on the property insurance of an insurance company. Therefore, it is important to value for the car reparation service systems. A failure of the management would have a direct impact on the profits of the automobile insurance companies. This study aims to examine the current automobile insurance reparation service quality and explore the factors that influence on the customer satisfaction.

A purposive sample for this study consisted of 672 subjects who had occurred the car accidents during the period of July-October 2001. 329 subjects in a response rate of 48.95% completed the survey. The results showed that the system of the automobile reparation is not very satisfaction to the insured, but it still can be acceptable by the majority insured. Item 9 “on the spot investigation when the car accident occurred” was highly expected by the insured. However, this is also the key variable that the most customers unsatisfied all the conditions for reparation. Factor analysis of the questionnaire indicated three components; ‘tangibles of the company’, ‘trustworthy’, ‘dependable’, which explain 29.2% variances on the service quality for the customer satisfaction. Most of the demographic characteristics have no discrepancy on the variances explanation. For those who were businessmen were highly expected to “tangibles of the company” and “the clothing of the employees by the insurance companies”. Female customers perceived the less satisfaction on the service quality compare to male customers. Female customers were more concerned about “the clothing of the employees by the insurance company”, “the guidance to fill in the form of care accident”, and “completely the reparation on time” than male customers. For those customers who graduated from high school were more aware of the “service time” than those undergraduates and postgraduates.

In order to bridge the gap of the customers’ expectations and the service quality of the insurance company, the practical issues for improving the service quality, and gaining the satisfactions and loyalties from customers would be the vital points when dealing with the automobile insurance reparation. This can be achieved by providing the skill of the staff members with in-service trainings such as environmental quality, patience, and communication skills.

中文摘要………………………………………………………………….i
英文摘要………………………………………………………………....ii
誌謝……………………………………………………………………...iv
表目錄…………………………………………………………………....v
圖目錄……………………………………………………………..……vii
一、前言 ..………………………………………………………………1
1.1研究背景與動機....……………………………………………...1
1.2研究目的.………………………………………………………..2
二、文獻探討..…………………………………………………………..4
2.1顧客滿意之意義、本質及目的..……………………………….4
2.2服務品質…..…………………………………………………….4
2.3服務業的特性…..……………………………………………….6
2.4顧客滿意度……….……………………………………………..7
2.5 Parashraman, Zeithaml and Berry之服務品質研究歷史..….……9
2.5.1 PZB服務品質之相關文獻簡…….…………………………...9
2.5.2服務品質缺口模式的產生過程…….……………………….10
2.5.3 SERVQUAL量表產生過程介紹…...……………………..…13
2.5.4 SERVQUAL量表的使用原則建議...……………………..…14
2.5.5 PZB服務品質觀念模式...………..………………………….16
2.6文獻探討結論…………………………………………………19
三、研究架構與方法……………………………………………………21
3.1研究架構….……………………………………………………21
3.2研究假設………….……………………………………………23
3.3服務品質構面及問卷內容…………………………………….24
3.4分析工具與方法………………………………………………25
3.5研究變數之操作型定義及衡量工具………………………….28
四、實證分析…………….……………………………………………..30
4.1服務品質排序分析………………………………………….…30
4.2服務品質知覺滿意度(Q)值探討………………………….…...35
4.3知覺滿意度和知覺服務品質、期望服務品質相關分析…….37
4.4不同背景被保險人期待、知覺服務品質差異分析…….……43
4.5評量項目Cronbach Alpha值之分析……………………..…….52
4.6整體滿意度、顧客忠誠度之分析……………………………...53
4.7因素分析……..…………………..…………………………….55
五、結論與建議………………………………………………………...62
5.1結論……………………………………………………………62
5.2建議……………………………………………………………64
六、參考文獻……………………………………………………………67
附錄、問卷調查表………………………………………………………72

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