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研究生:郭美智
研究生(外文):Mei-Chih Kuo
論文名稱:台灣地區壽險業保戶之客戶滿意度研究
論文名稱(外文):Study on Customers’ Satisfaction-Life Insurance in Taiwan
指導教授:方志強方志強引用關係
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:會展管理與貿易行銷碩士學位學程
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:63
中文關鍵詞:人壽保險、客戶滿意度;因素分析;變異數分析;迴歸分析
外文關鍵詞:Life Insurance; Customers’ satisfaction; Factor Analysis; ANOVA;Regression Analysis
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近十年來,台灣服務業的成長快速,已成為國內產值佔比最高的產業。服務業的發展也引起實務業者及學者對服務行銷的研究興趣。然而目前有關服務業的研究多針對狹義的服務業。但事實上有些產業的產品在廣義解釋時可能同時包含無形服務及實體商品,只是兩者之間的比重各不相同。本研究針對台灣地區壽險業保戶為對象,將在無形服務或實體商品探究人口基本變數、投保基本資料、投保重要程度及保 險滿意度之間的關連性,使業者在日後做為考量因素。本研究主要的目的在 (1)探討台灣地區與客戶滿意度有關的保險屬性 (2)研究保險消費者對各種保險屬性的重視程度 (3)透過客戶滿意度指標的建立,來探討與指標相關的前因及後果,建立並驗證客戶滿意相關模型架構 (4)探討保險業者與保險消費者在客戶滿意度模型架構上的差異性與相關程度。本研究根據台灣省人口統計數來區分北、中、南、東部地區的問卷數目,本研究共發出 600 份問卷進行便利抽樣,經回收後166 份,剔除無效問卷12 份,有效問卷共計 154 份,回收率為 25.67%。在投保重要程度更呈現出三項構面來評估壽險業保戶滿意度,包括業務員素質因素、保險公司形因素及保單考量因素等。利用相關分析檢驗人口統計變數、投保基本資料、重要程度及保險服務滿意度的相關性,總體而言的相關程度應偏向中低程度。在變異數分析方面,居住地、職業與壽險服務品質有著中度的顯著水準未來壽險業者可針對居住地與職業兩者再深入細分;至於學歷的高低並不會影響消費者對投保壽險,顯示台灣地區對投保壽險的重視。利用t檢定分析方面,在性別上的顯著水準偏低;但在婚姻狀況與小按狀況上卻具有相當的顯著水準。
In the recent decades, service industries in Taiwan are still growing and also become the most important industries. Since life insurance belongs a part of service industries, the customers’ satisfaction concerning life insurance will become the important issue for the managers of such companies. Nowadays, the customer-oriented era is already coming, and an operation valuing the satisfaction of customers is just a critical factor to determine a company’s success or fail in the market. This is getting much more important especially in the more and more prosperously developing servicing industry. And the field of life insurance is a competitive one among the servicing fields. Under these environments and backgrounds, there appear more and more smart consumers. Then the enterprises have to re-position themselves, adjust their paces and work harder on the operation that focuses on the customer satisfaction. In this way, they are able to meet the needs of the market and satisfy the requirements of customers. In order to verify the hypotheses of the thesis, factor analysis, ANOVA and regression analysis are utilized to analyze the statistical data from 154 received questionnaires. According to the study’s results, the following points can be concluded: (1) customers’ residence area and occupation and perceived service quality significantly impact on customers’ satisfaction (2) customers’ education level and gender did not influence the intention of buying life insurance (3) customers’ marital status significantly influences the intention of buying life insurance.
中文摘要 i
英文摘要 ii
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1研究背景和動機 1
1.2研究目的 2
1.3研究範圍與限制 2
1.4研究流程 3

第二章 文獻探討 4
2.1台灣保險業發展歷史與現況 4
2.2服務品質理論 9
2.3顧客滿意度理論 12
2.3.1顧客滿意度的定義 12
2.3.2顧客滿意度的基本理論 13
2.3.3顧客滿意度的模式 16
2.3.4顧客滿意度的決定因素 22
2.3.5顧客滿意度的衡量 23
2.3.6顧客滿意度對企業的意義 26

第三章 研究方法 31
3.1 研究架構 31
3.2 研究假設 31
3.3 抽樣與樣本結構 32
3.4 問卷設計 36
3.5 研究方法 38

第四章 統計分析 39
4.1 因素分析 39
4.2 相關分析 42
4.3 變異數分析 45
4.4 T統計檢定 50

第五章 結論與建議 55
5.1 研究結論 55
5.2 綜合討論 58
5.3 後續研究之建議 59

參考文獻 61
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