臺灣博碩士論文加值系統

人類壽命逐漸增加，生育率逐漸下降，台灣已進入高齡化社會的時代，隨著時代進步、資訊發達以及教育普及，人們越來越能了解保險的重要性，也促進保險商品亦不斷推陳出新，引發研究者對此議題的興趣及動機，進而想更進一步進行研究。
本研究係以台灣人壽保險公司嘉義地區做為研究個案，利用文獻所提供的資料及與資深員工訪談後，探討台灣人壽保險公司核心價值，歸納出品牌形象、人員專業知識、商品內容及服務品質等四大核心能耐構面，再以問卷調查結果及統計分析，建構管理機會方格工具來探討各核心價值。本研究問卷發放區域以台灣嘉義地區為主，問卷總發放份數為314份問卷，總回收數量為 271 份問卷；其中無效問卷為21份，有效問卷為250份。
研究結果得知顧客對於台灣人壽保險公司最重要之前十大服務項目，而針對管理機會方格資料中第一象限 (潛在高度利基區域)也就是高重要度、低滿意度，是台灣人壽保險公司最應關注的重要區域。根據本研究結果位於本區域題項如下：4、公司產品及服務有保障，資金進出安全可靠。14、保險公司商品讓我感到安心。24、該保險公司提供給我的服務頗能符合我的期望。本研究也提出具體建議與實務意涵以供參考。

As humans’ life expectancy increases gradually, the fertility rate declines gradually. In Taiwan, it has entered into an age of aging society. With the progress of the times, the development of information, and the popularization of education, people are able to realize the importance of insurance. Meanwhile, the insurance companies keep going on innovation and provide new products continuously. The researcher is interested in this issue and has the motivation to go further study.

This study is based on the Taiwan Life Insurance Company in Chiayi Area as a case study to be the research, used the information from the literature, references and interviews with senior employees to explore the core values of the Taiwan Life Insurance Company. It was attributed to four aspects of major core competency including the brand image, personnel expertise, product content and service quality. The researcher also used the results of the questionnaires and statistics analysis to construct the management opportunity grid to explore each of the core values. The questionnaire surveys were collected in the region of Chiayi, Taiwan. The total numbers of questionnaires was 314 questionnaires, and the total amount of being collected questionnaires was 271. Among them, 21 were invalid and 250 were valid.

The results of the study showed that customers realize the top ten most important service items for Taiwan Life Insurance Company. In the first quadrant (potentially high niche area) of the management opportunity grid, the data showed a high degree of importance and a low degree of satisfaction. Taiwan Life Insurance Company should pay the most attention to this important area. According to the results of this study, the items in this area are as follows: 4. The products and services in this company are guaranteed, and the funds are safe and reliable. 14. The products of this insurance company make me feel reliable. 24. The service provided by the insurance company is quite in line with my expectations. Finally, this study also provides specific suggestions and practical implications for reference.

第一章　緒論
第一節 研究背景與動機
第二節 研究問題與目的
第三節 研究流程
第二章　文獻探討
第一節 現今保險業產業現況
第二節 台灣人壽保險公司簡介
第三節 理財認知相關研究
第四節 管理機會方格
第五節 核心能耐
第六節 服務品質
第七節 顧客滿意度
第三章　研究方法
第一節 問卷設計之過程
第二節 核心能耐之衡量項目
第三節 統計分析方法 　　
第四章 實證結果與分析討論
第一節 敘述性統計與樣本特性
第二節 台灣人壽保險公司的核心能耐
第三節 管理機會方格
第五章 結論與建議
第一節 研究結論
第二節 理論與實務意涵
第三節 研究限制與研究建議
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