隨科技進步，消費者習慣透過數位平台搜尋資訊進行決策，減少了與保險公司 間的互動頻率。因此，如何透過服務體驗提升客戶忠誠，是保險業者面臨的一項重 要課題。通常有形產品可透過量化標準反映品質，然而無形服務較不容易反映。
目前雖然有許多文獻探討服務品質對顧客滿意度、忠誠度和購買意願的影響， 但仍較缺乏以壽險業實務為主的研究。本研究擬透過聚焦保險業服務品質，探討對 顧客滿意度、忠誠度和購買意願的影響，從中發現關係並建構服務策略模型。
另外，在眾多指標中，本研究並進一步探討服務品質與NPS淨推薦指數(Net Promoter Score)的關係。透過專家訪談，本研究檢視國泰人壽的NPS調查與VoC蒐集 等服務體驗優化策略，了解提高客戶滿意度與忠誠度的實務作為。
研究結果發現:(1)透過傾聽與蒐集客戶聲音，國泰人壽持續修正服務與作業流 程，於服務節點即時掌握並改善服務體驗。(2)定期於會議中報告服務體驗優化策略， 進而發展出診斷分析(Outside In模式)、創新落實閉環(Inside Out模式)兩大閉環實驗體 驗策略。(3)我們發現保戶對特定的服務需求越高，若實際體驗到的服務品質與所期 待相符甚至更高，口碑行銷意願與NPS皆較高，符合理論預期。

In digital era, consumers tend to compare prices and make purchase decisions via web platforms, lowering the contact frequency with insurance companies. Therefore, how to improve customer loyalty via service experience is worth of study in insurance industry.
Literature has showed the influence of service quality on satisfaction, loyalty and purchase intention. Nevertheless, there is still a lack of study in insurance industry.
On the other hand, this study also aims to explore the relationship of service quality with NPS (net promoter score).
Based on expert interviews, we focused on service experience strategies of Cathay Life Insurance. In conclusion, research results are threefold: (1) Cathay Life Insurance continues to improve service experiences based on VOC collections and NPS information. (2)Two service strategies are developed: Outside-In and Inside-Out models.(3) Theoretical proposition was confirmed that service quality leads to higher word-of-mouth intention and NPS in insurance industry.

目錄
中文摘要 ........................................................................................................................... I ABSTRACT ..................................................................................................................... II 致謝 ................................................................................................................................. III 目錄 .................................................................................................................................. V 圖目錄 ............................................................................................................................ VII 表目錄 ........................................................................................................................... VIII 第一章 緒論 .............................................................................................................. 1
1.1 研究動機 ...................................................................................................... 1
1.2 研究目的 ...................................................................................................... 5
1.3 研究範圍與對象 .......................................................................................... 5
1.4 研究流程 ...................................................................................................... 5
第二章 文獻探討 ...................................................................................................... 7
2.1 購買意願 ...................................................................................................... 8
2.2 服務品質 .................................................................................................... 10
2.3 淨推薦指數 ................................................................................................ 14
2.4 客戶滿意度 ................................................................................................ 16
2.5 客戶忠誠度 ................................................................................................ 20
2.6 客戶滿意度與客戶忠誠度關係 ................................................................ 24
第三章 研究方法 .................................................................................................... 26
3.1 研究方法 .................................................................................................... 26
3.2 研究架構 .................................................................................................... 31
第四章 國泰人壽個案分析 .................................................................................... 33
4.1 產業分析 .................................................................................................... 33
4.2 公司基本資料 ............................................................................................ 34
4.3 淨推薦指數調查結果分析 ........................................................................ 37
4.4 服務心體驗與流程優化 ............................................................................ 42
4.5 專家訪談 .................................................................................................... 44
第五章 結論與建議 ................................................................................................ 51
5.1 研究結論 .................................................................................................... 51
5.2 管理意涵 .................................................................................................... 53 V
5.3 研究限制與後續研究建議 ........................................................................ 55 參考文獻 ........................................................................................................................ 56 附件一、訪談逐字稿 .................................................................................................... 61 附件二、訪談彙整表 .................................................................................................... 64 附件三、劉總經理受訪稿摘要 .................................................................................... 88
VI
圖目錄
圖 1 過去一年內有無與保戶互動的壽險業者 NPS 差異................................................. 2 圖 2願付更高保費獲得生態圈服務的客戶佔比..............................................................3 圖 3研究流程......................................................................................................................6 圖 4客戶購買行為旅程......................................................................................................8 圖 5購買行為矩陣............................................................................................................10 圖 6 NPS 與顧客收益象限圖............................................................................................ 15 圖 7客戶滿意度衡量變因................................................................................................20 圖 8 國泰人壽服務優化流程示意圖.............................................................32 圖 9 研究模型........................................................................................32 圖 10近十五年國人平均保費支出概況..........................................................................34 圖 11國泰人壽實體業務通路..........................................................................................35 圖 12國泰人壽行政作業行動化成效..............................................................................36 圖 13 國泰人壽 App 服務 ................................................................................................. 36 圖 14 國泰人壽 NPS 種類及應用方式............................................................................. 37 圖 15 國泰人壽 T-NPS 服務節點 ..................................................................................... 38 圖 16國泰人壽保戶分群概況..........................................................................................39 圖 17 國泰人壽 R-NPS 調查結果..................................................................................... 40 圖 18 國泰人壽 R-NPS 與服務節點 T-NPS 交叉分析................................................... 40 圖 20訪談結果正負向彙整..............................................................................................49 圖 21研究模型與結果......................................................................................................50 圖 22兩大閉環實驗體驗策略..........................................................................................52
VII
表目錄
表 1 國泰人壽服務策略行動方案 ....................................................................................... 4 表 2 服務品質之各家論述 ................................................................................................. 11 表 3 服務品質衡量構面整理 ............................................................................................. 12 表 4 服務品質衡量表 ......................................................................................................... 13 表 5 客戶滿意度定義文獻整理 ......................................................................................... 17 表 6 客戶忠誠度定義文獻整理 ......................................................................................... 22 表 7 國泰人壽 2017 年度滿意度報告摘要 ....................................................................... 38 表 8 R-NPS 與滿意度交叉分析......................................................................................... 39 表 9 國泰 C-NPS 調查結果................................................................................................ 41 表 10 國泰與競爭同業優劣勢比較 ................................................................................... 41 表 11 國泰各服務節點 VoC 類別與優化 .......................................................................... 43 表 12 構念與構面預測項目彙整表 ................................................................................... 45

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