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    題名: 壽險業保險孤兒服務修復策略之研究
    The Study of Service Recovery Strategies for Orphan Policyholders
    作者: 葉詩旻
    Yeh, Shih-Min
    貢獻者: 張愛華
    Chang, Aihwa
    葉詩旻
    Yeh, Shih-Min
    關鍵詞: 孤兒保單
    業務員
    服務修復
    口碑
    再購意圖
    服務修復滿意度
    壽險
    Orphan policy
    agent
    service recovery
    Word-of-Mouth(W-O-M)
    repurchase intention
    secondary satisfaction
    life insurance
    日期: 2003
    上傳時間: 2009-09-14 09:39:01 (UTC+8)
    摘要: 孤兒保單不僅普遍存在於壽險公司，同時它對壽險公司造成的負面影響也相當大，包括：增加保單的脫退率、減弱壽險公司與保戶的關係、迫使孤兒保戶投向競爭者….等等，可見得壽險公司對於孤兒保單的議題不得不去重視並應有效的加以管理。

    本研究探討台灣壽險業保險孤兒服務稀少的缺失、服務修復策略與顧客行為反應之關係，以試圖找出最有效的保險孤兒服務修復策略，並根據研究結果,提供給壽險業管理者採取適當的服務修復策略。研究方法共分兩階段：深入訪談及問卷調查。第一階段首先是進行深入訪談，主要是為了對研究主題作一探索性的研究，並將訪談結果作為問卷發展及設計的依據，第二階段問卷調查則為本研究之重點，問卷調查方式採立意抽樣，發出問卷418份，回收問卷289份，回收率為69﹪，最後共蒐集到230份由合格受訪者所填寫的問卷，其中有效問卷為225份，無效問卷有5份。

    本研究之限制主要有兩點：採非隨機抽樣及問卷調查所蒐集到的樣本單位數不多。研究結果之發現說明如下。
    一、 保險孤兒經驗
    14.3％的受訪者其保險孤兒之狀態已獲得解決,僅4.2％的受訪者其孤兒經驗低於1年,顯示壽險公司並沒有將消除保險孤兒視為急迫性的服務缺失。服務稀少及服務接觸品質不佳的情況的確占大多數（占84.2％），並且專屬業務員的失職的確已影響到受訪孤兒的服務。
    二、缺失歸因及缺失嚴重性受訪孤兒普遍將缺失歸因於業務員（占67.7％）。受訪者中認為服務稀少的缺失之嚴重性程度嚴重者占大多數（占43.0％），「新業務員不聞不問的孤兒」有高達63.4％認為這種缺失是嚴重的。
    三、保險的重要性及保險知識
    受訪者普遍認為保險產品是重要的。對保險商品的了解則顯示為中等（絕大多數表示普通49.3%），僅有不到五分之一的受訪孤兒對抱怨反應管道表示了解及非常了解 。
    四、保險孤兒的行為反應
    六成以上的受訪孤兒對壽險公司及業務員的服務修復作法感到不滿意；64.0％的受訪者呈現負面口碑，僅12.9％的受訪者呈現正面口碑；69.8％的受訪者沒有再購意願，僅16.4％的受訪者有可能再光顧。
    五、孤兒保戶期望的服務修復孤兒保戶最高期望的3項服務修復作法依序分別是：「業務員將保單權利義務向我說明清楚」、「我要解約時，提供對我有利的其他選擇（如換約、展期保險…）」及「我可自由更換適合我的服務員（如熟識、業務員人格特質等考量）」。最低期望的2項依序分別是：「別家壽險公司的業務員耐心傾聽或表示關切」、「別家壽險公司的業務員樂於出面幫忙」。文獻推論而得的服務修復策略與因素命名的結果僅「即時性更正」及「更正服務」相似，其餘的服務修復策略於文獻推論而來的較以「行動」為主要區別，而因素命名普遍是與修復「服務提供對象」有關。
    六、假設驗證結果之發現
    （一）一旦有服務需求發生時，保戶看待服務缺失的嚴重性拉高。
    （二）影響期望的服務修復的因素
    缺失嚴重性越高，保戶期望的服務修復程度及項目數越高及越多；保戶認知保險的重要性程度越高，保戶期望的服務修復程度及項目數越高及越多。
    （三）影響服務修復滿意度的因素
    期望的與實際的服務修復之差距顯著影響服務修復滿意度；並且此差距越大服務修復滿意度越低。另外期望的與實際的服務修復之差距較缺失嚴重性的認知對服務修復滿意度的影響大；同時期望的與實際的服務修復之差距也較缺失歸因之差異對服務修復滿意度的影響大。
    （四）影響保戶口碑行為的因素
    服務修復滿意度顯著影響保戶口碑行為；並且服務修復滿意度越低保戶口碑行為越負面。另外服務修復滿意度較缺失歸因之差異對保戶口碑行為的影響大。
    （五）影響保戶再購意圖的因素
    服務修復滿意度顯著影響保戶再購意圖；並且服務滿意度越低保戶再購意圖越負面。另外服務修復滿意度較缺失歸因之差異對保戶再購意圖的影響大。
    七、有效的服務修復策略
    「更正服務」因素及「業務員良好的報怨處理技巧」因素皆對「服務修復滿意度」產生顯著的影響，並且「更正服務」因素較「業務員良好的報怨處理技巧」因素對「服務修復滿意度」的影響更大。因此，對於壽險公司而言，致力於更正服務的缺失及提升業務員良好的報怨處理技巧可以大大的提高保戶「服務修復滿意度」，故「更正服務」因素及「業務員良好的報怨處理技巧」因素是最有效的保險孤兒服務修復策略，尤其是「更正服務」因素。
    Life insurers need to be concerned about issues related to orphan policyholders in order to manage them well. Evidence shows that there is a widespread orphan policyholder’s in life insurance industry. They also have many negative influences on insurers, such as increasing their rate of lapse, weakening the insurer/orphan relationships, etc.

    This study proposes suitable service recovery strategies for orphans to managers. It examines relationships among service failures towards orphans, service recovery strategies and customers’ behaviors in Taiwan’s life insurance market. Customers’ behaviors include secondary satisfaction, word-of-mouth (W-O-M) and repurchase intentions.

    The research methods include in-depth interviews and surveys. The first step is an exploratory study of the theme of orphan policies by conducting in-depth interviews with both managers and orphans. The results of the in-depth interviews consider the sources for developing and designing a survey. The survey is the second step, and is the focus of this research. There were 418 questionnaires sent out and responses for received from 289 of these. Of these 289 questionnaires, 230 were completed by eligible respondents, and 225 of the 230 questionnaires were valid.

    The limits of this study are non-random samplings with insufficient sample sizes. The findings show below:
    1. Orphans’ experiences
    There are 14.3﹪respondents that claim they are no longer orphans. Only 4.2% of the respondents declare that they have been orphans for less than a year. This reveals that insurers do not regard policyholders becoming orphans to be an urgent service failure. The majority of respondents rarely received services from their agents and if so, the services were of poor quality.
    2. Failure attribution and severity
    The majority of respondents hold the agents’ responsible for service failures (67.7%) and consider failure severity to be serious（43.0﹪）. In addition, 63.4% of orphans whose assigned agents never kept contact with them after their original agents left thought that is a serious service failure.
    3. Orphans’ behavior responses
    Over 60% of respondents show dissatisfaction with the service recovery from insurers and agents. W-O-M behaviors of respondents show a negative 64% and a positive 12.9%. Repurchase intentions of respondents show a negative 69.8% and a positive 16.4%.
    4. Expected service recovery of orphan policyholders
    The first 3 highest expectations of orphans are that 1) The agent must make a clear description of rights and responsibilities of the policy that an orphan holds, 2) Offer options that are beneficial to orphans while willing to cancel the policy, and 3) The ability for the insured to have the right to choose an agent who is a better fit without restrictions. The first two lowest expectations of orphans are 1) Agents who work for competitors are willing to listen and show their concerns, and 2) Agents who work for competitors are willing to offer assistance in need.” To compare the names of service recovery that are reasoned by literature review to those that are given by factor analysis show that the former names tend to be distinguished by recovery action, the latter ones are related to subjects who offer service.
    5. The result of hypothesis testing
    a. Orphans who have service needs consider service failure more serious than those who don’t have service needs.
    b. Factors that affect expected service recovery
    Orphans consider service failure more crucial, they expect a higher degree of service recovery and more actions of service recovery.
    c. Factors that affect the secondary satisfaction
    The gaps between expected and practical service recovery have significant influences on the secondary satisfaction. The bigger the gaps are, the lower an orphan’s secondary satisfaction tends to be. The gaps have more influence than failure severity on the secondary satisfaction. Besides, the gaps also have more influence than the difference of failure attribution on the secondary satisfaction.
    d. Factors that affect orphans’ W-O-M behaviors
    The secondary satisfaction has a great influence on an orphan’s W-O-M behavior. The lower secondary satisfaction, the more negative the W-O-M behavior. The gaps between expected and practical service recovery are more influential than the differences in the failure of attribution on orphans’ W-O-M behaviors.
    e. Factors that affect orphans’ repurchase intentions
    The secondary satisfaction greatly influences on an orphan’s repurchase intentions. The lower the secondary satisfaction is the greater the decrease in repurchase intentions. The gaps between expected and practical service recovery are more influential than the difference of failure attribution on orphans’ repurchase intentions.
    6. Effective strategies of service recovery for orphan policyholders
    In order to enhance secondary satisfaction for policyholders, life insurers have to devote themselves to service correction and improvement of the agents’ complaint-handling skills. Evidence shows that the factors of service correction and agents’ excellent complaint-handling skills have significant effects on the secondary satisfaction. Thus, the factors of service correction and agents’ excellent complaint-handling skills are the most effective strategies of service recovery for orphan policyholders.
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    描述: 碩士
    國立政治大學
    風險管理與保險研究所
    89358016
    92
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0089358016
    資料類型: thesis
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