臺灣博碩士論文加值系統

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

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