臺灣博碩士論文加值系統

過去對於買保險的觀念較為保守，聽完人壽保險業務人員的行銷話術，大部分的消費者都怯步。人壽保險業業務人員想要獲得高薪是相當的困難，但在現在消費者對投保保險很有概念，甚至成為生涯的規畫之一，再加上保險產品因應時代的潮流及變遷、消費者的年輕化諸因素的影響下，人壽保險產品琳琅滿目。人壽保險業務人員已從過去的低薪進入年薪百萬不是夢的時代。目前台灣保險產業競爭激烈，在各品牌的分食市場後，壽險業務人員如何運用專業思想脫穎而出成為重要的議題。
　　對於客戶的服務不再一層不變通盤式的服務，而是針對客戶的屬性量身訂做，規劃適合客戶年齡層的保險產品。再加上主動關懷客戶提供超值的服務，讓客戶感受到壽險業務人員的專業與優質、貼心的服務品質，即使面臨再大的競爭都可以經得起挑戰。
　　本研究針對客製化產品及壽險業務人員的服務品質做調查，幫客戶規劃適合的保險產品及優質的服務品質，是否可以增加消費者的購買意願。本研究以專家文獻製作問卷，以買過保險產品的保戶為對象，共發放問卷400份回收358份，回收率89.5﹪。運用SPSS22.0作分析，研究發現針對消費者量身訂做適合他們的產品會增加購買意願，提升保險服務品質會增加購買意願面對保險業的競爭及保險業務人員的龐大數量，如何能讓保險業務人員生存下來，從保險商品面的了解及保險業務人員的服務品質作探討，以提升保險業務人員的業績。

關鍵詞：壽險業、客製化、服務品質、購買意願

In the past, the concept of buying insurance was relatively conservative. After listening to the marketing rhetoric of life insurance business personnel, most consumers were timid. It is quite difficult for business personnel in the life insurance industry to obtain high salaries, but now consumers have a good idea of insurance, and even become one of their career plans. In addition, insurance products respond to the trends and changes of the times, and consumers’ Under the influence of various factors of rejuvenation, life insurance products are dazzling. Life insurance personnel have gone from low salaries in the past to an era when annual salary of one million is not a dream. Currently, Taiwan's insurance industry is fiercely competitive. After the market share of various brands, how life insurance personnel can use professional ideas to stand out has become an important issue.
　　The customer service is no longer a constant and comprehensive service, but tailored to the customer's attributes, planning insurance products suitable for the customer's age group. Coupled with the proactive care of customers and the provision of value-for-money services, customers can feel the professionalism, high-quality and caring service quality of life insurance business personnel, and they can withstand challenges even in the face of competition.
　　This research investigates the service quality of customized products and life insurance business personnel to help customers plan suitable insurance products and high-quality service quality, whether it can increase consumers' willingness to buy. In this study, questionnaires were prepared by experts' literature and targeted at policyholders who had bought insurance products. A total of 400 questionnaires were issued and 358 were collected, with a recovery rate of 89.5%. Using SPSS22.0 for analysis, the study found that tailoring products tailored to consumers will increase their willingness to purchase, and improving the quality of insurance services will increase their willingness to purchase.
　　Faced with the competition in the insurance industry and the huge number of insurance business personnel, how to make insurance business personnel survive, discuss from the understanding of insurance products and the service quality of insurance business personnel to improve the performance of insurance business personnel.



Keywords: life insurance industry, customization, service quality,
willingness to buy

誌　謝 I
中文摘要 II
英文摘要 III
目　錄 V
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究限制與研究範圍 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 產品客製化 7
第二節 服務品質 14
第三節 購買意願 19
第四節 保險業 25
第三章 研究方法 30
第一節 本研究的研究架構及研究假設 30
第二節 論文的研究對象與問卷設計 31
第三節 本研究運用的研究工具與資料分析方法 32
第四節 本研究的前測 36
第四章 研究結果分析 37
第一節 本研究敘述性分析的結果 37
第二節 獨立樣本t檢定分析 40
第三節 信度與效度分析 42
第四節 本研究的相關分析 43
第五章 結論與建議 44
第一節 研究結論 44
第二節 研究建議 46
參考文獻 47
附錄問卷 53

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