臺灣博碩士論文加值系統

壽險公司提供給顧客是無形的保險商品，在與人接觸的服務過程難以完全避免服務疏失，如何在顧客抱怨、服務補救與顧客回應處理，與顧客互動取得信賴重拾顧客滿意實為重要。本研究以深度訪談進行研究與探討，訪談F壽險公司7位通訊處處經理，依金融消費評議中心近兩年壽險公司受理前五大爭議類型探討顧客抱怨、服務補救與顧客回應處理。經本研究發現，顧客抱怨在理賠類爭議常見主要原因分別為顧客對條款理解認知不同、保險黃牛、同業競爭與醫師職業道德低落，而非理賠類爭議為業務招攬爭議，如未親見顧客簽署文件或未清楚說明保單內容等。在服務補救與顧客回應處理上，應確認服務頻率，與顧客維持良好互動;即時回應顧客，運用同理心與換位思考，提供有溫度的服務；落實教育訓練，提升保險專業能力；服務軌跡系統E化管理，以提升服務品質。本研究擬提供第一線行銷人員於面對顧客抱怨時，如何積極即時服務補救與回應處理，以維繫優質顧客關係之參考。

Life insurance companies provide intangible insurance products to customers. In the service process involving human interaction, it is difficult to completely avoid service failures. Therefore, it is crucial to effectively handle customer complaints, provide service remedies, manage customer responses, and interact with customers to regain trust and ensure customer satisfaction.
This study employs in-depth interviews to research and explore the topic. It interviewed Seven Division Managers from F Life Insurance Company, focusing on the top five dispute types handled by life insurance companies in the past two years according to the Financial Ombudsman Institution. The study examined customer complaints, service recovery, and customer response management. According to this study, common reasons for customer complaints in claims-related disputes include differences in customer understanding and awareness of policy terms, insurance fraud, competition among peers, and low professional ethics among physicians. Non-claims-related disputes typically involve issues such as disputes over business solicitation, such as situations where documents are not personally signed by customers or where policy details are not clearly explained.
In terms of service recovery and customer responses, it is important to ensure frequent interaction with customers to maintain good relations. Providing timely responses to customers, using empathy and perspective-taking to offer warm service, is essential. Implementing education and training to enhance insurance expertise, and utilizing electronic service tracking systems, are crucial steps to improve service quality.
This study aims to provide guidelines for frontline marketing sales representative on how to actively and promptly handle service recovery and respond to customer complaints, thereby maintaining high-quality customer relationships as a reference.

目錄
目錄I
圖目錄Ⅲ
表目錄Ⅳ
第一章 緒論1
第一節 研究動機與目的1
第二節 研究範圍與限制5
第三節 研究流程7
第二章 文獻回顧9
第一節 評議中心申訴處理爭議類型分析9
第二節 顧客抱怨13
第三節 服務補救14
第四節 顧客回應處理15
第三章 研究方法18
第一節 深度訪談研究方法18
第二節 研究受訪者19
第三節 訪談大綱19
第四章 訪談資料分析21
第一節 受訪者基本資料21
第二節 訪談內容21
第三節 深度訪談歸納分析41
第四節 小結50
第五章 結論與建議54
第一節 結論54
第二節 建議55
第三節 研究限制與後續研究建議56
參考文獻57
附錄62

圖目錄
圖1－1 評議中心評議申訴暨評議案件數折線圖(全部業別)2
圖1－2 評議中心申訴暨評議案件量折線圖(全部業別)3
圖1－3 評議中心申訴案件數折線圖(全部業別)3
圖1－4 評議中心評議案件數折線圖(全部業別)4
圖1－5 評議中心人壽保險業申訴暨評議案件數趨勢圖(季)4
圖1－6 評議中心2022年~2023年保險業理賠爭議類型案件比率(%)6
圖1－7 評議中心2022年~2023年保險業非理賠爭議類型案件比率(%)6
圖1－8 研究流程圖8
圖2－1 銀行業申訴暨評議案件數趨勢圖(季)9
圖2－2 人壽保險業申訴暨評議案件數趨勢圖(季)10
圖2－3 產物保險業申訴暨評議案件數趨勢圖(季)10
圖2－4 保險輔助人申訴暨評議案件數趨勢圖(季)11
圖2－5 人壽保險業(理賠類)常見爭議圓形圖12
圖2－6 人壽保險業(非理賠類)常見爭議圓形圖12

表目錄
表3－1 訪談架構19
表4－1 受訪人員資料表21
表4－2 問題一專家訪談歸納表21
表4－3 問題二專家訪談歸納表25
表4－4 問題三專家訪談歸納表27
表4－5 問題四專家訪談歸納表29
表4－6 問題五專家訪談歸納表30
表4－7 問題六專家訪談歸納表31
表4－8 問題七專家訪談歸納表33
表4－9 問題八專家訪談歸納表34
表4－10 問題九專家訪談歸納表38
表4－11 問題十專家訪談歸納表39

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