臺灣博碩士論文加值系統

由於壽險業屬於依賴員工與顧客互動的金融服務業，壽險從業人員與顧客互動的服務傳遞過程可能直接影響顧客對公司的認知與整體評價水準。本研究擬透過內部行銷的觀點探討P壽險公司核保人員服務品質與業務員滿意度之關聯。
本研究採取Parasuraman et al.（1988）的論點，並以可靠性、反應性、保證性、關懷性、有形性作為研究與衡量服務品質的基礎理論。實證分析主要以SPSS 12.0套裝軟體作為統計分析工具，運用敘述性統計分析、因素分析、信度分析、效度分析、成對相依樣本T檢定、變異數分析與迴歸分析等多變量分析方法。主要研究結果分述如下：
一、業務員對於核保人員期望服務品質與認知服務品質部分衡量因素呈現顯著差異。
二、業務員人口統計變項對服務品質部分衡量因素呈現顯著差異。
三、業務員人口統計部份變項對整體滿意度呈現顯著差異。
四、期望服務品質與認知服務品質部分衡量因素對業務員滿意度存在顯著影響。

The life insurance belongs to the financial services industry relying on the staff to interact with customer. The service transmittance process that staff members of the life insurance interact with customer may influence customer''s cognition of the company with appraising competence. The major purpose of this study was to explore the relationship between insurance assessor’s service quality and salesperson’s satisfaction in P life insurance company based on the perspective of internal marketing. This research adopted the SERVQUAL that draws on reliability, responsiveness, assurance, empathy, and tangibles to measure service quality.
This study employed SPSS 12.0 statistical analysis system to explore the empirical analysis that including descriptive statistics analysis, factor analysis, reliability analysis, MANOVA, and regression analysis. The major results indicated that:
1.The salesperson’s expected levels of insurance assessor’s service quality is significant different from the salesperson’s cognitive levels of insurance assessor’s service quality.
2.The characteristics of salesperson have significant different from the factors of insurance assessor’s service quality.
3.The characteristics of salesperson have significant different from the overall satisfaction.
4.The levels of expected service quality and cognitive service quality have significantly influence on salesperson’s satisfaction.

Keywords: Service quality, satisfaction, internal marketing, insurance assessor, salesperson.

目錄.................................................. Ⅲ
表次目錄.............................................. Ⅳ
圖次目錄.............................................. Ⅵ
第壹章 緒論........................................... 1
第一節 研究動機................................... 1
第二節 研究目的................................... 3
第三節 研究範圍與限制............................. 4
第四節 研究流程................................... 6
第貳章 文獻探討....................................... 8
第一節 內部行銷................................... 8
第二節 服務品質................................... 14
第三節 顧客滿意度................................. 25
第參章 研究方法....................................... 33
第一節 研究架構................................... 33
第二節 研究變數與假說............................. 35
第三節 問卷與抽樣設計..............................39
第四節 統計分析工具................................43
第肆章 研究結果與分析..................................47
第一節 基本資料分析............................... 47
第二節 因素與信度分析............................. 51
第三節 T檢定與單因子變異數分析.................... 60
第四節 迴歸分析與假說檢定結果..................... 72
第伍章 研究結論與建議..................................79
第一節 研究結論....................................79
第二節 研究建議....................................83
第三節 後續研究建議............................... 85
參考文獻.............................................. 86
附錄一：問卷.......................................... 94

表次目錄

表2-1 內部行銷的主要觀點整理.......................... 12
表2-2 服務的期望與實際認知之間的差距結果.............. 17
表2-3 顧客滿意度定義彙整表............................ 26
表2-4 顧客滿意度的衡量構面意義........................ 30
表3-1 SERVQUAL量表之衡量因素與問項.....................40
表3-2 業務員滿意度問項.................................41
表4-1 問卷發放與回收情形...............................47
表4-2 人口統計變項分布狀況表...........................50
表4-3 KMO統計量的判斷原理..............................51
表4-4 期望服務品質之KMO與Bartlett檢定..................52
表4-5 期望服務品質因素分析結果.........................52
表4-6 認知服務品質之KMO與Bartlett檢定..................54
表4-7 認知服務品質因素分析結果.........................55
表4-8 業務員滿意度之KMO與Bartlett檢定..................57
表4-9 業務員滿意度因素分析結果.........................58
表4-10 本研究各因素信度分析............................59
表4-11 服務品質的期望與實際知覺差異性分析..............60
表4-12 業務員滿意度問項之平均數與標準差................62
表4-13 性別與服務品質各因素之差異分析..................63
表4-14 婚姻狀況與服務品質各因素之差異分析..............64
表4-15 年齡與服務品質各因素之差異分析..................65
表4-16 教育程度與服務品質各因素之差異分析..............65
表4-17 年資與服務品質各因素之差異分析..................66
表4-18 職階與服務品質各因素之差異分析..................67
表4-19 是否曾於同業任職與服務品質各構面之差異分析......67
表4-20 每月平均核保次數與服務品質各因素之差異分析......68
表4-21 性別與業務員滿意度之差異分析....................69
表4-22 婚姻狀況與業務員滿意度之差異分析................69
表4-23 年齡與業務員滿意度之差異分析....................69
表4-24 教育程度與業務員滿意度之差異分析................70
表4-25 年資與業務員滿意度之差異分析....................70
表4-26 職階與業務員滿意度之差異分析....................71
表4-27 是否曾於同業任職與業務員滿意度之差異分析........71
表4-28 每月平均核保次數與業務員滿意度之差異分析........71
表4-29 期望服務品質與整體業務員滿意度變異數分析........72
表4-30 解釋能力........................................73
表4-31 期望服務品質各因素之迴歸係數檢定................73
表4-32 認知服務品質與整體業務員滿意度變異數分析........74
表4-33 解釋能力........................................74
表4-34 認知服務品質各因素之迴歸係數檢定................75
表4-35 期務服務品質、認知服務品質與整體業務員滿意度變異數分析.....................................................75
表4-36 解釋能力........................................75
表4-37 期望服務品質、認知服務品質之迴歸係數檢定........76
表4-38 研究假說檢定結果................................77

圖次目錄

圖1-1 研究流程.........................................7
圖2-1 服務金三角.......................................9
圖2-2 服務品質的觀念性模式.............................18
圖2-3 PZB服務品質衡量因素的增修與模式..................22
圖3-1 研究觀念性架構...................................34

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