跳到主要內容

臺灣博碩士論文加值系統

(35.172.223.251) 您好!臺灣時間:2022/08/11 22:43
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:葉光傑
研究生(外文):Kuan-Chieh Yeh
論文名稱:壽險行銷服務品質滿意度之研究以國華人壽保險公司為例
論文名稱(外文):A Study of Marketing Service Quality and Satisfaction Based on "Kuo Hua Life Insurance Co,Ltd"
指導教授:盧淵源盧淵源引用關係
指導教授(外文):Iuan-Yuan Lu
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:140
中文關鍵詞:服務績效推薦率再購率認知服務品質服務期望忠誠度續保顧客滿意度
外文關鍵詞:Satisfactionpersistency and repurchaseperceived service qualityrecommendationexpected serviceloyaltyperceived service
相關次數:
  • 被引用被引用:103
  • 點閱點閱:5001
  • 評分評分:
  • 下載下載:2165
  • 收藏至我的研究室書目清單書目收藏:19
中文摘要
本研究以國內中大型保險公司─國華人壽為例,研究該公司行銷、服務品質,保戶事前期望服務、事後服務績效,認知服務品質、客戶忠誠滿意度、續保再購率、推薦率之間的關聯性,以做為國華人壽擬定行銷服務策略之參考。
問卷是以台南地區年滿18以上該公司保戶為主,經由該公司保全、內勤服務人員發送予保戶共800份,取得586份扣除20份無效問卷,共有566份有效問卷。運用EXCEL、SPSS電腦套裝軟體,分析探討,保戶之年齡,婚姻狀況、教育程度、年收入、職業等對投保服務狀況及滿意度,忠誠度、續保再購率與推薦率之間的關聯性。
本研究發現如下:
1.服務績效與認知服務品質呈正相關
2.期望服務與認知服務品質呈正相關
3.認知服務品質與滿意度呈正相關
4.服務績效與滿意度呈正相關
5.期望服務與滿意度呈正相關
6.滿意度與續購率呈正相關
7.滿意度與推薦率呈正相關
Abstracts
This survey is done, based on the medium-large sized insurance company, Kuo-Hwa Life Insurance Company. It is focused on the interactions of its marketing, service quality, insurer’s expected service, perceived service, perceived service quality, customer satisfaction, loyalty, persistency, repurchase and recommendation, in order for the company to evaluate and establish guidelines of the marketing st-rategy.
Those who were questionnaired are the insurers over 18-years-old in the metropolitan areas of Tainan. The personnel of Customer Service within the company have distributed 800 questionnaires. Among these, 586 questionnaires were returned with 20 of them void, making it 566 valid. EXCEL, SPSS statistics software were applied to analyze the insured age, marital status, education, annual income and occupation, to better understand tleir perceived service quality, satisfaction, loyalty, persistency and the intention of repurchase of other products from Kuo-Hwa Life Insurance.
The research has resulted in:
Positive reflection between Perceived Service versus Perceived Service Quality;
Positive reflection between Expected Service versus Perceived Service Quality;
Positive reflection between Perceived Service versus Satisfaction;
Positive reflection between Perceived Service Quality versus Satisfaction;
Positive reflection between Expected Service versus Satisfaction;
Positive reflection between Satisfaction versus Persistency and Repurchase of
Other Insurance Products;
Positive reflection between Customer Satisfaction versus recommendation.
目 錄
中文摘要 I
Abstracts II
誌 謝III
第一章 緒論.................................................................................................1
第一節研究動機與背景.................................................................1
第二節研究目的.............................................................................3
第三節研究範圍與對象.................................................................3
第四節研究流程.............................................................................5
第二章 文獻探討.........................................................................................7
第一節服務品質的定義與特性.....................................................7
第二節顧客滿意度.......................................................................23
第三節服務品質與顧客滿意度之關係.......................................29
第四節顧客滿意度與忠誠度之關係...........................................33
第五節滿意忠誠度與續購、推薦率之關係...............................36
第六節提升服務品質之策略.......................................................41
第三章 壽險業環境與國華人壽保險公司介紹.......................................43
第一節壽險業經營環境...............................................................43
第二節保險業未來之展望...........................................................47
第三節國華人壽保險公司介紹...................................................50
第四節國華人壽與競爭者分析...................................................58
第四章 研究方法.......................................................................................61
第一節研究架構...........................................................................62
第二節研究假設...........................................................................63
第三節問卷設計...........................................................................67
第四節抽樣與資料收集...............................................................69
第五節統計分析方法...................................................................70
第五章 實証分析與研究發現...................................................................71
第一節樣本結構...........................................................................71
第二節信度分析...................................................................…..102
第三節變異數分析.................................................................….103
第四節驗証研究假設.............................................................… 118
第六章 結論與建議..................................................................................120
第一節研究結論..........................................................................120
第二節對國華人壽建議..............................................................122
第三節對後續研究建議..............................................................127
參考文獻......................................................................................128
問卷..............................................................................................135
表 目 錄
表1.1 中華徵信所調查民營企業2000營收排名...........................................1
表1.2 續保損益估算表.....................................................................................2
表2.1 服務的定義.............................................................................................8
表2.2 服務具有的特性.....................................................................................9
表2.3 PZB服務品質構面與衡量變項...........................................................13
表2.4 服務品質之構面...................................................................................16
表2.5 SERVQUAL之量表構面.....................................................................21
表2.6 顧客滿意定義.......................................................................................26
表2.7 Walker的三階段滿意之影響變數比較表..........................................31
表2.8 顧客滿意與續保...................................................................................40
表3.1 壽險業近三年經營成果.......................................................................45
表3.2 壽險業財務概況表...............................................................................45
表3.3 世界主要國家及四小龍壽險業務排名...............................................46
表3.4 中華民國歷年投保率與保費收入.......................................................49
表3.5 國華人壽保險公司組織概況表...........................................................51
表3.6 2000年人壽保險業有效契約件數比較..............................................59
表4.1 問卷問題組成表...................................................................................68
表4.2 問卷回收資訊表...................................................................................69
表5.1 保戶性別統計表...................................................................................71
表5.2 保戶年齡層分佈統計表.......................................................................72
表5.3 保戶婚姻狀況統計表...........................................................................73
表5.4 保戶子女人數統計表...........................................................................73
表5.5 保戶教育程度統計表...........................................................................74
表5.6 保戶年收入統計表...............................................................................75
表5.7 保戶職業統計表...................................................................................76
表5.8 保戶選擇行銷管道統計表...................................................................77
表5.9 行銷管道與教育程度統計表...............................................................77
表5.10 行銷管道與職業分佈統計表...............................................................78
表5.11如何得知保險公司統計表................................................................…80
表5.12 如何得知保險公司與教育程度統計...................................................81
表5.13 為何買保險統計表………...............................................................…82
表5-14為何買保險與婚姻狀況統計表………...........................................….83
表5-15為何買保險與子女人數統計表.......................................................….84
表5-16為何買保險與教育程度統計表........................................................…85
表5-17為何買保險與年收入所得統計表...........................................……….87
表5-18理想中合格的業務員統計表…............................................................88
表5-19理想中合格業務員條件與年齡層統計表............................................89
表5-20 理想中合格保險公司統計表.........................................................…90
表5-21 理想中合格保險公司條件與年齡層統計...................................…..91
表5-22 業務員有無解說保險統計表.........................................................…92
表5-23 目前所投保之商品統計表………………….................................…93
表5-24 投保商品種類與年齡層統計表.....................................................…95
表5-25 投保商品種類與婚姻狀況統計表............................................…….96
表5-26 投保商品種類與年收入所得統計表........................................…….97
表5-27 保戶一年繳多少保費統計表…….............................................……99
表5-28 目前有幾張壽險保單統計表………...............................................100
表5-29 研究結果對實務貢獻…….........................................................…..101
表5-30 信度之衡量……………….........................................................…..102
表5-31 性別之滿意度...............................................................................…103
表5-32 性別滿意度之平均數、標準差及相關分析表...............................103
表5-33 年齡層之滿意度比較……...............................................................104
表5-34 年齡滿意度之平均數、標準差及變異數分析表...........................104
表5-35 教育程度之滿意度比較...................................................................105
表5-36 教育程度之滿意平均數、標準差及變異數分析表.......................105
表5-37 職業滿意度之比較……...................................................................106
表5-38 職業之滿意度平均數、標準差及變異數分析表….......................107
表5-39 職業分布在滿意度的平均數...........................................................107
表5-40 性別續購率………………………………………...........................108
表5-41 性別續購之平均數、標準差及相關分析表...................................108
表5-42 年齡層之續購率比較………………………..................................109
表5-43 年齡續購率之平均數、標準差及變異數分析表......................….109
表5-44 教育程度之續購率比較………………………..........................….110
表5-45 教育程度之續購率平均數、標準差及變異數分析表..................110
表5-46 教育程度在續購率的平均數……………………….......................111
表5-47 職業續購率之比較...........................................................................111
表5-48 職業之續購率平均數、標準差及變異數分析表...........................112
表5-49 性別推薦率.......................................................................................112
表5-50 性別推薦率之平均數、標準差及相關分析表...............................113
表5-51 年齡層之推薦率比較.......................................................................113
表5-52 年齡推薦率之平均數、標準差及變異分析表...............................114
表5-53 教育程度之推薦率比較...................................................................114
表5-54 教育程度之推薦平均數、標準差及變異分析表...........................115
表5-55 職業推薦率之比較...........................................................................115
表5-56 職業推薦率平均數、標準差及變異數分析表...............................116
表5-57 職業分布在推薦率的平均數......................................................….116
表5-58 研究發現對策略涵義...……………………………………………117
表5-59 各項假設相關係數表.......................................................................118
圖 目 錄
圖1.1 研究流程..................................................................................................6
圖2.1 PZB服務品質衡量構面與模式............................................................15
圖2.2 服務品質的觀念性模式........................................................................18
圖2.3 PZB服務品質之延伸模.......................................................................20
圖2.4 服務接觸衡量模式................................................................................22
圖2.5 顧客滿意的定義....................................................................................23
圖2.6 背叛率減少5%對不同行業利潤的提昇..............................................28
圖2.7 Walker服務接觸三階段滿意模式.......................................................30
圖2.8 服務接觸、提供者績效及服務滿意....................................................32
圖2.9 服務補救的四個階段............................................................................34
圖2.10 忠誠度三角模式....................................................................................35
圖2.11 四種典型的購買決策............................................................................37
圖2.12 顧客滿意圖............................................................................................39
圖3.1 國華人壽總保費收入成長圖................................................................52
圖3.2 國華人壽有效契約件數成長圖............................................................53
圖3.3 國華人壽保險給付金額........................................................................54
圖3.4 國華人壽總資產成長圖........................................................................54
圖3.5 國華人壽繼續率成長圖.......................................................................55
圖3.6 壽險業初年度保費市場佔有率...........................................................60
圖4.1 研究架構圖...........................................................................................62
圖5.1 保戶性別分析.......................................................................................71
圖5.2 保戶年齡層分析..................................................................................72
圖5.3 保戶教育程度分析...............................................................................74
圖5.4 保戶年收入分析...............................................................…................75
圖5.5 保戶職業分佈................................................................……...............76
圖5.6 投保前是否詢問多家保險公司分析.....................................…..........79
圖5.7 詢問保險公司家數分析.......................................................................79
圖5.8 如何得知保險公司分析.......................................................................80
圖5.9 為何買保險分析....................................……………………...............82
圖5.10 理想中合格的業務員分析...................................................................88
圖5.11 理想中合格保險公司分析...................................................................90
圖5.12 業務員有無解說保險分析..................................................................92
圖5.13 目前所投保之商品分析…..................................................................93
圖5.14 保戶一年繳多少保費分析..................................................................99
圖5.15 目前有幾張壽險保單分析............................................................ .100
圖5.16 Pearsom相關係數圖.….................................................................119
參考文獻
中文部份
1.中華民國人壽保險商業公會編印(2001),人壽保險業務統計年報,壽險公
會,2001年8月。
2.江建良(2000), 服務業服務品質管理模式之建溝─顧客滿意點,國立空中大學商學學報,第八期,2000年6月。
3.杉本辰夫,盧淵源譯,事業、營業、服務的品質管制,中興管理顧問公司, 1986年p.101。
4.余永讚(2002),九十年壽公司形象暨消費者購買行問卷調查,vol.157,現代保險p.19。
5.林陽助 (1996),顧客滿意度決定模型與效果之研究─台灣自用小客車之實
証,國立台灣大學商學研究所博士論文。pp.70-92。
6.保險行銷(2001),145期,保險行銷雜誌 p.101。
7.許惠娟(1994) 顧客滿意、服務品質與服務價值關係之研究─零售業之實証
,中原大學企業管理研究所未出版碩士論文。
8. 陳耀茂(1998) , CS (顧客滿意)會改變您的公司,品質管制月刊1998年9
月pp.47-52.
9.陸幼麟(1995)),台灣壽險業服務品質之研究中興大學企業管理研究所碩士 論文。
10.黃俊英(2000),行銷管理;策略性觀點 台北;華泰文化。
11.翁崇雄(1993),評量服務品質與服務價值之研究─以銀行業為實証,國立台灣大學商學研究所博士論文。
12.翁崇雄(1996),顧客對銀行期望服務品質水準之研究,企銀季刊,第19 卷
,第3期。1996年2月。
13.蔡英哲(2000),台灣壽險業消費者行為 政治大學風險管理與保險研究所碩士論文。
14.楊錦洲(2001), 顧客服務創新價值,台北;中衛。
15.衛南陽(1996), 顧客滿意學,台北市;牛頓。
16.盧淵源、吳雪馥、張存金,全面品質管理關鍵成功因素之研究,品質學報,
第2卷,第1期,1995年5月 pp.7-100。
17.鍾瑄容(2001),深入程度、顧客滿意度與忠誠度關係之研究,以網路商店
類型及顧客關係結合類型分析,中原大學企業管理研究所碩士論文。
18.謝坤民(1997),人壽保險業服務品質管理探討,壽險季刊,第106期 pp.
47-57。
19.謝耀龍(1997), 顧客滿意經營 台北;華泰。
20.羅文坤 鄭英傑(1994) 廣告學-策略與創意,台北;華泰。
英文部分
1.Anderson,E .W . and M.W Sullivan‧(1993)‧”The Antecedents and Con- -sequences of Customer Satisfaction for firms”, Marketing Science, 12, (Spr -ing):pp.25-43.
2.Berry, L .L. and A. Parasuraman.( 1991). Marketing Service-Competing Thr-
ough Quality , New York: The Free Press.
3.Berry, L.L. (1995). ”Relationship Marketing of Services-Growing Interest, E-
merging Perspectives” , Journal of the Academy of Marketing Science, 23 (4) :
236 — 245.
4.Bitner, M.J. (1990).”Evaluation Service Encounters: The Effects of Physical
Surroundings and Employee Responses” , Journal of Marketing, Vol.54,(April):
69-82.
5.Bolton , R.N. and J.H. Drew. (1991). ”A Multistage Model of Consumer-
sssessments of Service Quality and Value ”, Journal of Consumer Researc-
h,Vol.17 ,(March):375-384.
6.Buell V . P. (1984) . Marketing Management:A Strategic Planning Approach ,
McGraw-Hill, New York:62.
7.Cadotte, R.E., R B. Woodruff , and R. L. Jenkins. (1987)‧”Expectations
and Norms in Models of Consumer Satisfaction” , Journal of Marketing Researc- h ,25 (August):305-314.
8.Carman , J.M., (1990).”Consumer Perceptions os Service Quality :An Assess-
ment of the SERVQUAL Dimensions ”, Journal of Retailing ,Vol.66, No1 (Sp -ring ) :33~35.
9.Churchill, G. A., and S. Carol .(1982). ”An Investigation Into the Determin-
ants of Customer Satisfaction”, Journal of Marketing Research , Vol 19: 491-50
4.
10.Cadotte E.R., R. B. Woodruff , And R. L Jenkins. (1987). ”Expecta
-tions and Norms in models of consumer satisfaction”, Journal of Marketing
Research ,Vol. 21(August):305-14.
11.Cronin, J. (1992). Measuring Service Quality :A Reexamination and Extensio-
n , Journal of Marketing , July Vol. 56:55-68.
12.Deming . W.E. (1986).”Out of the Crisis”, Cambridge Massachustts:Cambrid-
ge University Press.
13.Evans, J.R. and R.L. Laskin. (1994).”The Relationship Marketing Proc-
ess:A Conceptualization and Application”, Industrial Marketing Manageme-
nt .23:39- 452.
14.Fornell, C. (1992),”A National Customer Satisfaction Barometer:The Swedish
Experience”, Journal of Marketing , Vol .55(January):1-21.
15.Gronroos, C. (1983).”Stratgic Management and Marketing in the Service Sec
-tor”, Boston:Marketing Science Instruct . (May):63.
16.Goodman, J. (1989).”The Nature of Customer Satisfaction”,Quality Progre-
-ss (Feb):37-40.
17.Heskett, J. L., Jones, T. O., Loveman, Gary W., Sasser, W.E & Sch-
-lesinger, L. A .(1994),”Putting the Service-Profit Chain to Work”, Harvard
Bussiness Reciew , (Mar-Apr):164-174.
18.Juran, J.M. (1974). Quality Control Handbook,”New York Mcgraw —Hill Boo-
k Co.
19.Juran, J.M. (1986).”Universal Approach to Managing for Quality” , Quality
Progress . 19-24.
20.Kees, V , M . , E. Masure, & I. V. Rijn (2000) ”Service Satisfaction:An
Empirical Analysis of Consumer Satisfaction in Financial Services”, The Serv-
-ice Industries Joumal , Vol. 20 . no . 3 , .80-94.
21.Kandampully, J. (1998).”Service quality to service loyalth:A relationship wh-
-ich goes beyond customer service”,Total Quality Management Vol 9, No.6:43
1-443.
22.Kotler, P.(1997).Marketing Management:Analysis,Planning, Implementation,
and Control ,Ninth Edition ,Upper Saddle River, NJ:Prentice-Hall Press.
23.Kotler, P. (1991) . Marketing Management: Analysis ,Planning , Implementati-
on and Control 7th ed, Prentice-Hall.
24.Kotler, P. 1991.Market Management Analysis, Planning and Control ,Prentice
Hill, Englewood Cliff,New Jersey.
25.Kotler, P., S.M. Leong, S.H. Ang. And E.T. Tan . (1996). Marketin-
g Management An Asia Perspection . Simon & Schuster (Asia) pte. Led.
26.Muller, W. (1991). Gaining Competitive Advantage Through Customer Satisfact
-ion, European Management Journal , Jun:201-221.
27.Oliver , R .L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction ,Decisions, Journal of marketing Research, 17(Novermber) :460 ~469.
28.Oliver , R.L. (1981). Measurement & Evaluation of Satisfaction Process in Ret-
ail Settings, Journal of Retailing ,Vol.57,(Fall):25-48.
29.Oliver , Richard L. (1993).”Cognitive, Affective ,and Attribute Bases of the
Satisfaction Response” , Journal of Consumer Research , Inc.Vol.20(December),
418- 430.
30.Parasuraman, A., V.A. Zeithmal, and L.L. Berry. (1988).”SERVQUAL
:A multiple-Item Scale for Measuring Consumer perceptions of Service ”, Jou-
-rnal of Retailing ,Vo1. 64, (spring):12-40.
31.Parasuraman, A., V.A. Zeithmal, and L.L. Berry. (1985).”A Conceptual
Model of Service Quality and Its Implications for Future Research”, Journal of
Marketing , No.49, ( Fall):41-50.
32.Parasuraman, A., V.A. Zeithmal, and L.L. Berry. (1988) . ”Communic-
ation and Control Processes in the Delivery of Service Quality”, Journal of
Marketing , Vol 52 , (April):35-48.

33.Parasuraman, A., V.A. Zeithmal, and L.L. Berry. (1990).”Five Impera-
-tives for Improving Service Quality ”, Sloan Mangement Review, (Summer):-
29-38.
34.Parasuraman, A., V.A. Zeithmal, and L.L. Berry. (1991)‧”Refinement
and Reassessment of the SERVQUAL Scale”, Journal of Retailing , Vol.67 ,
No.4, (Winter) 420-450.
35. Parasuraman, A., V.A. Zeithmal, and L.L. Berry. (1993)‧”The Nature
and Determinants of Customer Expectations of Service”, Journal of the
Academy of Marketing Science, Vol. 21,(Winter),pp.1-12.
36.Parasuraman, A., V.A. Zeithmal, and L.L. Berry.(1994).“Alternativeca-
les for Measuring Service Quality :A Comparative Assessment Based on Psych-
ometric and Diagnostic Criterion” , Journal of Retailing , Vol.1,No.70, (fall) :-
201-230.
37.Price , L.L., E.J . Arnould , and P. Tierney .(1995). ”Going to Extrem
es : Managing Service Encounters and Assesing Provider Performance ”,Jo-
urnal of Marketing , Vol.59, (April):83-97.
38.Reichheld, F.F., .and W.E. Sasser, Jr . (1990). Zero Defections:Quality Com-
es to Services , Harvard Business Review, 68(5):105-111.
39.Raphel , N.and M.Raphel (1995) , 袁述芬譯, Loyalty Ladder , 以客為尊, 幼獅出版。
40.Reichheld , F.F.(1996) , 顧淑馨譯The Loyalty Effect:the Hidden Force Behind
Growth , Profits and Lasting Value , 「忠誠度導向:成長、利潤與持久價值
背後的潛在力量」, 台北:智庫。
41.Reichheld , F. F., and W. E. Sasser. (1995). Zero Defections:Quality Com-
es To Service, Harvard Business Review, Vol. 68 , No. 4 , September and Oct-
ber.
42.Schlesinger , L.A. and J.L. Heskett. (1991). ”Breaking ,the Cycle of Failu-
re in Services ”, Sloan Management Review,Vol.9,No.17-28.
43.Smith, B. (1998). Buyer-seller relationship :Bonds,Relationship Managem-
ent, And Sex-type ,Revue Canadienne des Sciences de L’Administration, 15(1)-
:76- 92.
44.Shoemarker, S. and R.C. Lewis. (1999).”Customer loyalty:the future
of hospitality marketing”, International Journal of Hospital Mangement ,345-
370.
45.Spring , R.A. and G.D. Harrel. (1995).”Service Recovery:Impact on
Satisfaction and Intentions”, Journal of Service Marketing Vol.9:15-23.
46.Tax, S.S. and S.W. Brown. (1988).”Recovering and Learning form Ser-
vice Failure ”, Sloan Management Review,Vol.40,(Fall):75-88.
47.Teas, R.K. (1993).”Expectation, Performance, Evaluation and consumers’ c-
eptions of Quality”, Journal of marketing ,Vol.57 (Oct). ,PP18~34.
48.Walker, J .L. (1995).”Service encounter satisfaction :conceptualized,” Journal
of Service Marketing , Vol.9NO.1,5-14.
49.Westbrooks, R.A. (1980). A Rating Scale for Measuring Product Service S-
-atisfaction, Journal of Marketing , Vol .44 .(Fall):68-72.
50.Woodruff, R .B ., E. R. Cadotte, and R .L . Jenkins. (1983). Modeling
Consumer Satisfaction Processes Using Experience-Based Norms, Journal of M-
arketing Research, Vol.20. (August):296-304.
51.Woodside, A.G.F. and R.T. Daly. (1989). Linking Service Quality, C-
ustomer Satisfaction ,and Behavioral Intention, Journal of Care Marketing , Dec: 5-17.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top