臺灣博碩士論文加值系統

近十幾年來，由於汽車數量隨著經濟蓬勃發展而急遽增加，加上保險觀念普及、投保意願提升，進而使國內汽車保險業務迅速擴展，使其成為主導產險市場的一股主流。以國內十幾家產險公司而言，汽車險經營的成敗已成為保險公司盈虧之重大關鍵，而經營成敗則繫於有穩定之消費顧客的購買行為。而為了能夠了解顧客在每一次服務後，可能會產生的服務失誤類型，找出顧客轉換原品牌之原因。因此本研究利用「關鍵事件技術法（簡稱CIT法）」，採非結構式問卷方式進行資料蒐集，分類車險顧客轉換品牌的原因。 其次本研究以產壽險共同經營之客戶為研究對象共發出436份問卷，回收285份，有效問卷為222份。回收率為50.9％。結果發現續保或斷保方面，(1)、從人因素中，車主年齡、婚姻狀況、家庭所得與顧客續保車體險有顯著相關；(2)、從車因素中，汽車價位、車齡、生產來源國、排氣量、駕駛地區因素則都與顧客續保車體險有顯著相關。在續保之轉換品牌方面，核心服務失誤、服務接觸失誤、訂價失誤、理賠人員回應失誤的嚴重性愈高及同業競爭程度愈高，顧客轉換品牌機率也愈高；而方便性問題、員工道德問題及非志願轉移因素，並沒有與顧客轉換品牌有顯著關係。最後提出建議，希望有助於產險公司降低顧客流失率，進而增加長期利潤。

Over the last ten years, the automobiles have been dramatically increasing due to rapid economic development, in addition to people’s growing knowledge in insurance and greater willingness to buy insurance, lead the domestic automobiles insurance business to expand quickly and has become essential in the whole non-life insurance market. For the major non-life insurance companies in Taiwan, the success or failure of automobiles insurance business thus directly affects their revenue, and the key to such success is customer’s stable purchasing behavior. In order to understand the brand switching behavior of automobiles insurance customers, the “Critical Incident Technique” (CIT) is adopted by this research with unstructured questionnaires for data collection.
Moreover, the objects of main study are F insurance company’s customers through C life-insurance company’s channel and 222 effective samples data been collected. For the renewal of automobile insurance: (1) Regarding to customers’ characteristics, the factors such as car owners’ age, marital status, and family income influence the renewal of contract. (2) Regarding vehicle characteristics, the price, the age, the country of made-in, the air displacement and the driving areas of cars are related to the automobiles insurance continuity. For the brand switching of automobiles insurance renewal, the higher the degree of failure severity of core service failures, service encounter failures, pricing failures and after sales personnel’s responses failures as well as the higher the degree of competition, the higher the probability of brand switching. However, factors such as inconvenience, employee’s ethical problems and involuntary switching are not related to customers’ brand switching behavior. Finally, this research makes recommendations to help property insurance companies retaining their customers and thus increasing long-term profit.

目錄
第一章 緒論...........................................................1
第一節 研究背景與動機.................................................1
第二節 研究目的......................................................3
第三節 研究流程......................................................3
第二章 文獻探討.......................................................5
第一節 顧客轉換因素...................................................5
第二節 服務失誤......................................................8
第三節 汽車保險簡介..................................................12
第四節 汽車保險續保與轉換行為.........................................13
第五節 關鍵事件技術法................................................17
第三章 研究方法......................................................19
第一節 研究架構與研究假設............................................19
第二節 研究變數之操作性定義與衡量.....................................25
第三節 研究設計.....................................................29
第四節 資料分析方法..................................................34
第四章 資料分析......................................................43
第一節 前測結果.....................................................43
第二節 續保車體險的影響因素...........................................47
第三節 顧客轉換品牌之影響因素.........................................59
第五章 結論..........................................................72
第一節 研究結果.....................................................72
第二節 研究貢獻.....................................................75
第三節 研究限制...................................................78
第四節 後續研究建議..................................................79
參考文獻............................................................80
附錄一 前測問卷......................................................86
附錄二 正式問卷......................................................89
圖目錄
圖1-1 研究流程........................................................4
圖2-1 服務業顧客轉換行為模型...........................................7
圖3-1 兩階段研究架構之關係............................................20
圖3-2 第一階段觀念性架構：顧客續保車體險之影響因素.......................21
圖3-3 第二階段觀念性架構：顧客轉換品牌之影響因素.........................22
圖3-4 顧客轉換行為影響因素量表二階CFA假設模式...........................38
圖4-1 顧客轉換行為影響因素量表的CFA參數完全標準化估計結果.................62

表目錄
表1-1 最近五年產物保險各險市場佔有率....................................2
表2-1 產險顧客轉換行為原因之分類與意涵..................................8
表2-2 服務失誤分類...................................................11
表2-3 影響續保之可能變數..............................................16
表3-1 第一階段因變數定義與衡量方式.....................................26
表3-2 第一階段自變數定義與衡量方式.....................................26
表3-3 第二階段因變數定義與衡量方式.....................................27
表3-4 第二階段自變數定義與衡量方式.....................................27
表3-5 正式問卷衡量項目................................................28
表3-6 投保滿意度及續保比例分析.........................................30
表3-7 顧客續保及轉換品牌意向..........................................31
表3-8 全體樣本性別卡方檢定............................................32
表3- 9 全體樣本車主年齡卡方檢定........................................32
表3-10 全體樣本婚姻狀況卡方檢定........................................32
表3-11 全體樣本汽車價位卡方檢定........................................33
表3-12 全體樣本車齡卡方檢定...........................................33
表3-13 全體樣本生產來源國卡方檢定......................................33
表3-14 全體樣本汽車排氣量卡方檢定......................................34
表3-15 評鑑模式的適配度評鑑項目與參考指標...............................42
表4-1 轉換品牌之影響因素排名..........................................47
表4-2 研究分析樣本結構...............................................48
表4-3 性別與續保與否之關係............................................49
表4-4 車主年齡與續保與否之關係.........................................50
表4-5 車主婚姻狀況與續保與否之關係.....................................51
表4-6 教育程度與續保與否之關係.........................................52
表4-7 家庭年所得與續保與否之關係.......................................52
表4-8 從人因素假說驗證結果............................................53
表4-9 汽車價位與續保與否之關係.........................................54
表4-10 車齡與續保與否之關係...........................................55
表4-11 生產來源國與續保與否之關係......................................56
表4-12 排氣量與續保與否之關係.........................................57
表4-13 駕駛地區與續保與否之關係........................................58
表4-14 從車因素假說驗證結果...........................................58
表4-15 研究構念的信度分析.............................................60
表4-16 顧客轉換行為影響因素量表的二階CFA結果............................63
表4-17 顧客轉換行為影響因素量表二階CFA 參數估計與檢定結果................64
表4-18 顧客轉換行為影響因素量表模式適配度評鑑結果........................66
表4-19 Pearson 積差相關分析..........................................67
表4-20 顧客轉換因素羅吉斯迴歸分析......................................71
表4-21 品牌轉換行為假說驗證結果彙整表..................................71

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網路部分
1.中華民國最近五年產物保險各險巿場佔有率，2005，http://www.iiroc.org.tw/，保險事業發展中心。