Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92760
標題: 臺灣壽險業理賠服務品質與滿意度之研究
Studies on Claim Service Quality and Satisfaction In Taiwan's Life Insurance Industry
作者: Hung-Kun Lin
林鴻昆
關鍵字: insurance claims;service quality;customer satisfaction;PZB;保險;理賠;服務品質;滿意度;PZB
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摘要: 
開拓新顧客的成本是維持舊顧客的五倍,公司的獲利有七成來自於既有顧客,服務品質的良窳是企業永續經營的關鍵;另外,壽險業的服務項目中,保險給付的正確性與即時性是保戶最為重視的項目之一,由於理賠服務流程牽涉保險公司內部成本控管以及消費者對於售後服務的真實感受,因此,留住既有顧客、提升滿意度與再購率的議題,顯得十分重要。

本研究參考Parasuraman, et al.(1988)關於服務品質的研究模型與架構,調整設計出適合臺灣壽險業的理賠服務品質與滿意度研究模型與研究問卷;並以20歲至 65歲共計220位有實際理賠經驗的壽險保戶為研究對象進行問卷調查,經過實證分析後獲得以下結論:
一、理賠服務品質的原先期望與實際體驗具有顯著差異,而且其真實感受是不滿意的;以服務品質缺口大小排序,本研究建議優先簡化理賠文件、延長營業時間,使民眾感知壽險業外顯的服務品質;其次,定時回報案件的審理進度,讓保戶有受到重視的感覺;最後,落實專業知識與禮貌服務的教育訓練。
二、只有在關懷、回應、專業三個構面的理賠服務品質,與滿意度之間具有顯著正向相關,其他構面與滿意度則無顯著差異;因此,本研究建議提升同理心、即時回應保戶、運用專業知識說明審核結果,對滿意度比較有提升效果。
三、不同職業對於專業性的理賠服務品質構面有顯著差異;不同月收入對回應性與專業性的構面也有顯著差異,其餘人口統計變項對於理賠服務品質則無顯著差異;如欲提升不同職業與月收入保戶的理賠服務品質,本研究建議應該加強溝通聯繫,提升專業知識,落實教育訓練。
四、不同職業對理賠滿意度有顯著差異,不同月收入對理賠滿意度有顯著的負向相關,其餘人口統計變項對於理賠滿意度則無顯著差異;本研究建議於電腦系統增設提示功能以分辨不同職業或高收入的保戶,並擬訂客製化的審核流程來提升滿意度。

整體來說,期盼臺灣壽險業者藉由本研究架構與方法加以調整,深入探求其保戶真正關心的理賠服務品質,並著手改善其理賠服務流程;其次,整合不同溝通管道的資訊系統,擬訂差異化的理賠流程,加強良性的溝通,落實內部教育訓練,朝永續經營的目標邁進。

Since developing a new customer costs five times to maintain an existing one and 70% of corporate profits come from existing customers, service quality policy plays a crucial role for the business continuity in insurance industry. The insurance benefits correctness and immediacy are two of the most important issues for customers in life insurance industry. Therefore, the customer's satisfaction from insurance claim application is important to retain existing customers and to increase repurchase rate in one hand, and also important to the internal cost control in the other hand.

Based on the research framework of Parasuraman, et al. (1988) for services quality study, a service quality research model is designed for studying the insurance claims service quality and customer's satisfaction. Based on our designed model, a questionnaire survey is conducted in Taiwan, 2015. Totally, 220 life insurance customers with ages 20 to 65 are surveyed effectively. The following results are obtained from our empirical studies.
1.The claims service quality between expectation and actual experience has a significant difference which implies that the surveyed customers are unsatisfactory from their insurance claim services. According the magnitudes of service quality gaps, this study suggests that simplifying the claim application forms and extending the service hours in first priority. In second priority, reporting and tracing the progress of the claim application in time is suggested. Finally, enhancement of educational training on professional knowledge and courtesy is recommended.
2.There are significantly positive correlations found between claims service quality and satisfaction in empathy, responsiveness and professional factors. The other factors have no significant differences. This study suggests that enhancement of empathy, respond immediately, and illustrate results with professional knowledge are key factors to improve customer's service quality.
3.The claims service quality is significant different in different occupations for the professional factor and in different income for responsiveness and professional factors. Therefore, this study suggests that strengthening communication and contact, enhancing professional knowledge, and implementing education and training programs are necessary to increase the claims service quality for customers with different occupations and income levels.
4.Since there is a significant difference in different occupations for claims satisfaction and a significant negative correlation between monthly income levels and claims satisfaction, this study suggests to add prompts in computer systems to classify customers by occupations and income levels. Consequently, a customized service strategy could be designed to improve customer satisfaction.
URI: http://hdl.handle.net/11455/92760
其他識別: U0005-2506201514125500
Rights: 同意授權瀏覽/列印電子全文服務,2018-07-16起公開。
Appears in Collections:高階經理人碩士在職專班

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