| 摘要(英) |
The outbreak of the COVID-19 pandemic has had a significant impact worldwide. As an emerging insurance product, epidemic insurance provides customers with coverage during the epidemic period. Since the severe outbreak in Taiwan in May 2022, the total amount of epidemic insurance claims exceeded 210 billion New Taiwan Dollars throughout the year, presenting insurance companies with an unprecedented number of claims cases. This study aims to explore whether the service quality provided by insurance companies in the sales and claims processes of epidemic insurance has an impact on customer satisfaction and loyalty, given the magnitude of the claims cases.
This paper investigates the perceived service quality and customer satisfaction of customers who purchased epidemic insurance during the epidemic period, as well as whether customer loyalty is affected after experiencing the turbulence associated with epidemic insurance. The primary constructs examined in this study are "service quality," "customer satisfaction," and "customer loyalty." A web-based survey was conducted to collect data from the respondents, and statistical analysis methods were employed for empirical research. The research framework was established based on previous studies, and the questionnaire was designed accordingly. The sub-constructs, such as "tangibility," "reliability," "responsiveness," "assurance," and "empathy," were derived from the main construct of "service quality." The study primarily focused on customers who had purchased epidemic insurance, and a total of 409 valid questionnaires were collected. SPSS was used as the statistical analysis tool for descriptive statistics, correlation analysis, and regression analysis to investigate the significant relationships among service quality, customer satisfaction, customer loyalty, and other constructs. Furthermore, t-tests and analysis of variance (ANOVA) were conducted to examine whether there were significant differences in the various constructs of the questionnaire based on different demographic variables of the respondents.
The research findings indicate that the service quality of epidemic insurance has a positive and significant impact on customer satisfaction and loyalty. Insurance companies should prioritize enhancing service quality, particularly in terms of claims processing speed and customer care, to improve customer satisfaction, loyalty, and ultimately enhance their market competitiveness. |
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