跳到主要內容

臺灣博碩士論文加值系統

(3.235.60.144) 您好!臺灣時間:2021/07/27 00:33
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:黃惠宜
研究生(外文):Hui-Yi Huang
論文名稱:壽險公司核保人員服務品質與業務員滿意度之研究-以P壽險公司為例
論文名稱(外文):A Study on Service Quality of Insurance Assessor and Salespersons’ Satisfaction- P Life Insurance Company as an Example
指導教授:許可達許可達引用關係嚴宗銘嚴宗銘引用關係
指導教授(外文):Ker-Tah HsuTung-Ming Yan
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:保險金融管理系碩士班
學門:商業及管理學門
學類:風險管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:96
中文關鍵詞:服務品質滿意度業務員核保人員內部行銷
外文關鍵詞:internal marketinginsurance assessorsalesperson.satisfactionService quality
相關次數:
  • 被引用被引用:9
  • 點閱點閱:393
  • 評分評分:
  • 下載下載:99
  • 收藏至我的研究室書目清單書目收藏:0
由於壽險業屬於依賴員工與顧客互動的金融服務業,壽險從業人員與顧客互動的服務傳遞過程可能直接影響顧客對公司的認知與整體評價水準。本研究擬透過內部行銷的觀點探討P壽險公司核保人員服務品質與業務員滿意度之關聯。
本研究採取Parasuraman et al.(1988)的論點,並以可靠性、反應性、保證性、關懷性、有形性作為研究與衡量服務品質的基礎理論。實證分析主要以SPSS 12.0套裝軟體作為統計分析工具,運用敘述性統計分析、因素分析、信度分析、效度分析、成對相依樣本T檢定、變異數分析與迴歸分析等多變量分析方法。主要研究結果分述如下:
一、業務員對於核保人員期望服務品質與認知服務品質部分衡量因素呈現顯著差異。
二、業務員人口統計變項對服務品質部分衡量因素呈現顯著差異。
三、業務員人口統計部份變項對整體滿意度呈現顯著差異。
四、期望服務品質與認知服務品質部分衡量因素對業務員滿意度存在顯著影響。
The life insurance belongs to the financial services industry relying on the staff to interact with customer. The service transmittance process that staff members of the life insurance interact with customer may influence customer''s cognition of the company with appraising competence. The major purpose of this study was to explore the relationship between insurance assessor’s service quality and salesperson’s satisfaction in P life insurance company based on the perspective of internal marketing. This research adopted the SERVQUAL that draws on reliability, responsiveness, assurance, empathy, and tangibles to measure service quality.
This study employed SPSS 12.0 statistical analysis system to explore the empirical analysis that including descriptive statistics analysis, factor analysis, reliability analysis, MANOVA, and regression analysis. The major results indicated that:
1.The salesperson’s expected levels of insurance assessor’s service quality is significant different from the salesperson’s cognitive levels of insurance assessor’s service quality.
2.The characteristics of salesperson have significant different from the factors of insurance assessor’s service quality.
3.The characteristics of salesperson have significant different from the overall satisfaction.
4.The levels of expected service quality and cognitive service quality have significantly influence on salesperson’s satisfaction.

Keywords: Service quality, satisfaction, internal marketing, insurance assessor, salesperson.
目錄.................................................. Ⅲ
表次目錄.............................................. Ⅳ
圖次目錄.............................................. Ⅵ
第壹章 緒論........................................... 1
第一節 研究動機................................... 1
第二節 研究目的................................... 3
第三節 研究範圍與限制............................. 4
第四節 研究流程................................... 6
第貳章 文獻探討....................................... 8
第一節 內部行銷................................... 8
第二節 服務品質................................... 14
第三節 顧客滿意度................................. 25
第參章 研究方法....................................... 33
第一節 研究架構................................... 33
第二節 研究變數與假說............................. 35
第三節 問卷與抽樣設計..............................39
第四節 統計分析工具................................43
第肆章 研究結果與分析..................................47
第一節 基本資料分析............................... 47
第二節 因素與信度分析............................. 51
第三節 T檢定與單因子變異數分析.................... 60
第四節 迴歸分析與假說檢定結果..................... 72
第伍章 研究結論與建議..................................79
第一節 研究結論....................................79
第二節 研究建議....................................83
第三節 後續研究建議............................... 85
參考文獻.............................................. 86
附錄一:問卷.......................................... 94

表次目錄

表2-1 內部行銷的主要觀點整理.......................... 12
表2-2 服務的期望與實際認知之間的差距結果.............. 17
表2-3 顧客滿意度定義彙整表............................ 26
表2-4 顧客滿意度的衡量構面意義........................ 30
表3-1 SERVQUAL量表之衡量因素與問項.....................40
表3-2 業務員滿意度問項.................................41
表4-1 問卷發放與回收情形...............................47
表4-2 人口統計變項分布狀況表...........................50
表4-3 KMO統計量的判斷原理..............................51
表4-4 期望服務品質之KMO與Bartlett檢定..................52
表4-5 期望服務品質因素分析結果.........................52
表4-6 認知服務品質之KMO與Bartlett檢定..................54
表4-7 認知服務品質因素分析結果.........................55
表4-8 業務員滿意度之KMO與Bartlett檢定..................57
表4-9 業務員滿意度因素分析結果.........................58
表4-10 本研究各因素信度分析............................59
表4-11 服務品質的期望與實際知覺差異性分析..............60
表4-12 業務員滿意度問項之平均數與標準差................62
表4-13 性別與服務品質各因素之差異分析..................63
表4-14 婚姻狀況與服務品質各因素之差異分析..............64
表4-15 年齡與服務品質各因素之差異分析..................65
表4-16 教育程度與服務品質各因素之差異分析..............65
表4-17 年資與服務品質各因素之差異分析..................66
表4-18 職階與服務品質各因素之差異分析..................67
表4-19 是否曾於同業任職與服務品質各構面之差異分析......67
表4-20 每月平均核保次數與服務品質各因素之差異分析......68
表4-21 性別與業務員滿意度之差異分析....................69
表4-22 婚姻狀況與業務員滿意度之差異分析................69
表4-23 年齡與業務員滿意度之差異分析....................69
表4-24 教育程度與業務員滿意度之差異分析................70
表4-25 年資與業務員滿意度之差異分析....................70
表4-26 職階與業務員滿意度之差異分析....................71
表4-27 是否曾於同業任職與業務員滿意度之差異分析........71
表4-28 每月平均核保次數與業務員滿意度之差異分析........71
表4-29 期望服務品質與整體業務員滿意度變異數分析........72
表4-30 解釋能力........................................73
表4-31 期望服務品質各因素之迴歸係數檢定................73
表4-32 認知服務品質與整體業務員滿意度變異數分析........74
表4-33 解釋能力........................................74
表4-34 認知服務品質各因素之迴歸係數檢定................75
表4-35 期務服務品質、認知服務品質與整體業務員滿意度變異數分析.....................................................75
表4-36 解釋能力........................................75
表4-37 期望服務品質、認知服務品質之迴歸係數檢定........76
表4-38 研究假說檢定結果................................77

圖次目錄

圖1-1 研究流程.........................................7
圖2-1 服務金三角.......................................9
圖2-2 服務品質的觀念性模式.............................18
圖2-3 PZB服務品質衡量因素的增修與模式..................22
圖3-1 研究觀念性架構...................................34
參考文獻
中文文獻
1.巫喜瑞 (2001)。服務業內部行銷導向、組織支持、工作滿足與顧客導向間關係之研究-銀行業之例。博士論文,國立中山大學企業管理研究所,高雄。
2.巫喜瑞與周逸衡 (2001)。內部行銷導向在醫院護理人員管理上之應用。醫院。34,頁44-56。
3.張秀穎(2008)。現代保險金融理財電子日報。
4.楊錦洲 (2001)。顧客服務創新價值。臺北市:中衛發展中心。
5.蕭富峰 (1997)。內部行銷。台北:天下文化出版社。
6.蘇元含(2002)。運用線性結構模式探討服務品質對顧客滿意度與顧客忠誠度之影響-以中油加油站為例。碩士論文,國立東華大學企業管理研究所,花蓮。
7.蘇雲華 (1996)。服務品質衡量方法之比較研究。博士論文,國立中山大學企業管理研究所,高雄。

英文文獻

1.Ahmed, P. K. & Rafiq, M. (2003). Commentary internal marketing issues and challenges. European Journal of Marketin, 37 (9), pp.1176-1186.
2.Babakus, E., Bienstock, C. C., & Scotter, J. R. V. (2004). Linking perceived quality and customer satisfaction to store traffic and revenue growth. Decision Sciences, 35(4), pp.713-737
3.Bak, C. A., Vogt, L. H., George, W. R., & Greentree, I. R. (1994). Management byteam: An Innovative tool for running a service organization through internal marketing. Journal of Services Marketing, 8 (1), pp.37-47
4.Berry, L. L. & Parasuraman, A. (1991). Marketing service competing through quality. New York: The Free Press.
5.Berry, L. L. (1981). The employee as customer. Journal of Retail Banking, 3, pp.25-28.
6.Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed), FL:Harcourt.
7.Cahill, D. J. (1996). Internal marketing: Your company’s next stage of growth. Binghamton, N.Y. and London: Haworth Press.
8.Cardozo, R. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2 (8), pp.244-249.
9.Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36 (7/8), pp.811-829.
10.Churchill, G. A. & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19 (1), pp.491-504
11.Conduit, J. & Mavondo, F. T. (2001). How critical is internal customer orientation to market orientation. Journal of Business Research, 51, pp.11-24.
12.Cooper, J. & Cronin, J. (2000). Internal marketing: A competitive strategy for the long-term care industry. Journal of Business Research, pp.177-181
13.Cowell, D. (1984). The marketing of services. Heinemann, London.
14.Czepiel, J. A. & Rosenberg, L. J. (1976). Consumer satisfaction: Toward an integrative framework. Proceedings of Southern Marketing Association, pp.169-171.
15.Czepiel, J. A., Rosenberg, L. J., & Akerele, A. (1974). Perspective on consumer satisfaction. AMA Educators’ Proceedings, pp.123-199.
16.Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction. Association for Consumer Research, 11, pp.460-499.
17.Dovidow,W. H. & Uttal, B. (1989). Service companies: Focus or falter. Harvard Business Review, 67 (4), pp.77-86
18.Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer behavior (7th ed). Hinsdale, Illinois, Dryden Press.
19.Etzel, M. J., Walker, B. J., & Stanton, W. J. (2001). Marketing management (12th ed). New York: McGraw-Hill.
20.Fecikova, I. (2004). An index method for measurement of customer satisfaction. The TQM Magazine, 16 (1), pp.57-66.
21.George, W. R. (1990). Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level. Journal of Business Research, 20, pp.63-70.
22.George,W. R. & Gronroos, C. (1989). Developing customer-conscious employee at every level internal marketing, in Handbook of Services Marketing. New York.
23.Gerpott, T. J., Rams, R., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market. Telecommunications Policy, 25 (4), pp.249–269.
24.Greene, W. E., Walls, G. D., & Schrest, L. J. (1994). Internal marketing: The key to external marketing success. Journal of Services Marketing, 5, pp.29-37.
25.Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross- industry differences. Total Quality Management, 11 (5), pp.509-516.
26.Gronroos, C. (1981). Internal marketing—Theory and practice. American Marketing Association Services Marketing Conference Proceedings, pp.41-47.
27.Gronroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Asia-Australia Marketing Journal, 2 (1), pp.9-30.
28.Gummesson, E. (1992). Using internal marketing to develop a new culture-the case of Eriksson quality. Journal of Business and Industrial Marketing, 2 (3), pp.23-28.
29.Hampel, C. J. (1977). The conceptualization of consumer satisfaction and dissatisfaction. Cambridge, Marketing Science Institute.
30.Handy, C. R. & Pfaff, M. (1975). Consumer satisfaction with food product and marketing service. Journal of Business Research, 15 (11), pp.49-61.
31.Host, V. & Knie-Andersen, M. (2004). Modeling customer satisfaction in mortgage credit companies. The International Journal of Bank Marketing, 22 (1), pp.26-42.
32.Howard, J. A. & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Willey and Sons Press.
33.Hunt, K. H. (1977). Conceptualization and measurement of customer satisfaction and dissatisfaction. Marketing Science Institute, Cambridge, MA.
34.Johnson, E. M. & Seymour, D. T. (1985). The impact of cross selling on the selling on the service encounter in retail banking. Lexington, MA: D. C. Heath
35.Johnson, E. M., Scheuing, E. E., & Gaida, K. A. (1986). Profitable service marketing. Homewood, IL: Dow-Jones Irwin.
36.Joseph, W. B. (1996) Internal marketing builds service quality. Journal of Health Care Marketing, 16 (1), pp.54-59.
37.Koo, D. M. (2003). Inter-relationships among store Images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics, 15(4), pp.42-51.
38.Kotler, P. & Lane, K. (2009). Marketing management (13th ed). Pearson Prentice Hall.
39.Kotler, P. & Scheff, J. A. (1998). Standing room only. New York: Wiley.
40.Kotler, P. (1999). Marketing management- An Asian perspective. Singapore: Prentice Hall, Inc.
41.Kristensen, K., Martensen, A., & Gronoldt, L. (1999). Measuring the impact of buying behavior on customer satisfaction. Total Quality Management, 10 (4/5), pp.602-614.
42.Lehtinen, U. & Lehtinen, J. R. (1982). Service quality: A study of quality dimension. Helsinki: Service management Institute.
43.Maxham, J. G. (2001). Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54 (1), pp.11-23.
44.Miller, J. A. (1977). Studying satisfaction: modifying models, elicting expectation, posing problem, and making meaningful measurements. Mass: Marketing Science Institute.
45.Nicholls, J. A. F., Gilbert, G. R., & Roslow, S. (1998). Parsimonious measurement of customer satisfaction with personal service and the service setting. Journal of Consumer Marketing, 15 (3), pp.239-253.
46.Oliver, R. L. & Desarbo, W. S. (1989). Response determinants in satisfaction judgments. Journal of Consumer Research, 14, pp.495-507.
47.Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retailing setting. Journal of Retailing, 57, pp.25-48.
48.Ostrom, A. & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59 (1), pp.117-128.
49.Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A conceptual model of service quality and its implications for future research, Journal of Marketing, 49, pp.41-50.
50.Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64, pp.12-40.
51.Peter﹐J. P. & Olson﹐J. C. (1999). Consumer behavior and marketing strategy (5th ed). New York: McGraw–Hill
52.Taylor, S. L. & Cosenza, R. M. (1997). Internal marketing can reduce employee turnover. Supervision, 58 (12), pp.3-5.
53.Tes, D. K. & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25 (2), pp.204-212.
54.Thomas, D. R. E. (1978). Strategy is different in service industries. Harvard Business Review, 56 (4), pp.158-185.
55.Walters, W. T. & Jack, W. W. (1996). Service quality and management practices: A look at employee attitudes, customer satisfaction, and bottom-line consequences. Human Resource Planning, 14 (2), pp.25-32.
56.Westbrook, R. A. (1981). Source of satisfaction with retail outlets. Journal of Retailing, 57, pp.68-85
57.Zeithaml, V. A. & Bitner, M. J. (1996). Service Marketing. New York: McGraw-Hill.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊