臺灣博碩士論文加值系統

保險金融從業人員服務品質對個人工作績效往往佔有一定程度的影響。事實上，以目前國人平均擁有接近二張保單的普及性而言，不論是新進的保險金融從業人員或資深從業人員，在開發新保單及舊保單的繼續率上，都和服務品質所衍生出的績效有著密切的影響關係。也就是說，未來保險金融從業人員必須在提供服務的要項裡明確的訂定出服務品質的有效指標來提昇出服務品質的穩定性及最佳化。
本研究以問卷調查方式針對台中外商I壽險公司為母體取樣保險金融從業人員並作分析探討，首先，對表現度25個問項利用因素分析萃取出5個構面，分別對各背景變項作差異分析，以了解不同族群對表現度認知的差異。另外，又以服務品質績效評估矩陣，用來評估分析出保險金融從業人員對於服務品質的重視度與表現度差異性。透過本研究提供的方法，結果發現保險金融從業人員在服務品質項目「您所屬的壽險公司會積極的蒐集與採納保戶的建議」、「您會為客戶找出最合適的投保方案，以他們的利益為優先考量」、「您希望在提供服務時會給予客戶一種專屬的尊貴服務感受」、「您重視您所提供的財務規劃服務，能讓保戶感到安心且保密」為首要改善的重點。透過本研究所提出的指標與方法，希望能協助各壽險公司更有效提昇其從業人員服務品質績效與水準能有所貢獻。

Service quality of the insurance-finance agents always effects on the performance of the individual agents to certain extent. In fact, since in average each person in Taiwan purchase approximately two insurance policies, the performance associated with the service quality of every insurance-finance agent, senior or not, serves as an important factor on the continuity of the clients’ annual-renewed insurance policies. In other words, agents must define an effective and explicit indicator of service quality (in order to) to enhance the stability and optimize service quality in the future.
In this study, we use questionnaire survey to sample and analyze a life insurance company in Taichung. We also use service quality performance matrix to assess the survey result for the emphasis and performance of the service quality from individual insurance-finance agent. Through the method provided in this study, we found that insurance finance agents see the following service quality items as their priority for improvement：
1. The (life insurance company) you work for will actively collect and adopt the suggestions from the policy holders.
2. You will provide the most suitable insurance program for your clients and have their best interest in mind.
3. You tend to provide your clients an exclusive excellent service.
4. The way you attach importance to your service in financial planning will make your clients feel comfortable and secured.
Through the indicators and methods in this study, we hope to assist life insurance companies in effectively enhancing their agents’ service quality and standards.

摘要..................................................................................................................... I
ABSTRACT.......................... ......... ......... ........................................................ II
目 錄................................................................................................................. III
表目錄................................................................................................................. V
圖目錄.................................................................................................................IX
第一章 緒論........................................................................................................ 1
第一節 研究動機............................................................................................ 1
第二節 研究目的............................................................................................ 2
第三節 研究限制............................................................................................ 2
第四節 研究貢獻............................................................................................ 3
第五節 研究流程............................................................................................ 4
第二章 文獻探討................................................................................................ 5
第一節 服務.................................................................................................... 5
第二節 品質.................................................................................................... 8
第三節 服務品質.......................................................................................... 10
第四節 績效評估矩陣.................................................................................. 24
第五節 六標準差.......................................................................................... 32
第三章 研究方法.............................................................................................. 34
第一節 研究架構.......................................................................................... 34
第二節 研究對象與問卷設計...................................................................... 35
第三節 研究設計.......................................................................................... 35
第四節 前測結果與問卷發放...................................................................... 38
第四章 研究結果與分析.................................................................................. 40
第一節 敘述統計分析.................................................................................. 40
第二節 因素分析.......................................................................................... 43
第三節 信度分析.......................................................................................... 46
第四節 單因子變異數分析.......................................................................... 46
第五節 績效評估矩陣.................................................................................. 54
第五章 結論與建議.......................................................................................... 63
第一節 研究結論.......................................................................................... 63
第二節 研究建議.......................................................................................... 65
參考文獻............................................................................................................ 67
附錄 A.1 問卷.................................................................................................. 74
附錄 A.2 績效評估矩陣指標.......................................................................... 77
表目錄
表2.1 服務定義分類表....................................................................................... 6
表2.2 品質定義分類表....................................................................................... 9
表2.3 服務品質定義分類表............................................................................. 11
表2.4 服務品質構面彙整表............................................................................. 14
表2.5 服務品質衡量構面表............................................................................. 20
表2.6 調整後服務品質衡量構面表................................................................. 22
表2.7 SERVQUAL量表構面與意義................................................................. 22
表2.8 績效評估矩陣(PEM)之策略意義.......................................................... 26
表3.1 前測問卷因素及信度分析結果............................................................. 39
表4.1 基本資料敍述性統計............................................................................. 42
表4.2 因素分析結果......................................................................................... 44
表4.3 因素分析後各構面題項......................................................................... 44
表4.4 信度分析結果......................................................................................... 46
表4.5 性別因子對服務品質各構面之單因子變異數分析............................. 47
表4.6 年齡因子對服務品質各構面之單因子變異數分析............................. 48
表4.7 職稱因子對服務品質各構面之單因子變異數分析............................. 49
表4.8 婚姻因子對服務品質各構面之單因子變異數分析............................. 50
表4.9 服務年資因子對服務品質各構面之單因子變異數分析..................... 51
表4.10 教育程度對服務品質各構面之單因子變異數分析........................... 52
表4.11 主修科系對服務品質各構面之單因子變異數分析........................... 52
表4.12 保戶人數對服務品質各構面之單因子變異數分析........................... 54
表4.13 服務品質異常項目……........... …………………….……….............. 56
表4.14服務品質異常項目之改善方式……..................................................... 60
表5.1服務品質構面與其基本資料差異性總表................................................64
圖目錄
圖1.1 研究流程................................................................................................ 4
圖2.1 服務品質缺口模式.............................................................................. 17
圖2.2 服務品質的關係.................................................................................. 21
圖2.3 服務品質的決定因素.......................................................................... 24
圖2.4 績效評估矩陣(PEM)........................................................................... 25
圖2.5 績效評估矩陣圖.................................................................................. 27
圖2.6 修正後績效評估矩陣圖...................................................................... 28
圖2.7 1/3績效管制界限圖.............................................................................. 31
圖3.1 研究架構圖.......................................................................................... 34
圖4.1 服務品質績效評估矩陣圖.................................................................. 55

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