| 摘要: | 新型冠狀病毒疫情的爆發，對全球造成了巨大的衝擊。防疫險作為一種新興的保險產品，提供客戶在疫情期間的保障。自2022年5月台灣爆發了最嚴重的疫情，2022年防疫險全年理賠金額超過新台幣2,100億元，理賠案件超過510萬件，保險公司從未經歷過這麼多的理賠案件。本研究旨在探討在這麼龐大的理賠案件情況下，保險公司在防疫險的銷售以及理賠業務上所提供的服務品質，對於客戶的滿意程度以及客戶忠誠度是否有影響。
本論文將調查在疫情期間，購買防疫險的客戶在購買及理賠過程中對服務品質的感受及客戶的滿意度。在經歷本次防疫險的風波，對客戶的忠誠度是否也會受到影響。本論文以「服務品質」、「客戶滿意度」及「客戶忠誠度」做為主要構面。本論文以網路調查的方式對受訪者發放問卷，並運用統計分析方法，進行實證研究。參考先前研究者之研究成果為基礎來建立研究架構，設計問卷。從「服務品質」逐步引出「有形性」、「可靠性」、「反應性」、「保證性」、「關懷性」等子構面。研究對象主要為購買過防疫險的客戶，共收集有效問卷409份。運用 SPSS 做為統計分工具，進行敘述性統計、相關性分析及迴歸分析，以探討服務品質、客戶滿意度及客戶忠誠度等各個構面之間是否存在顯著的相互影響關係。並透過T檢定及單因子變異數分析（ANOVA差異分析），檢驗不同受訪者基本背景（人口統計變數）對於問卷的各個構面是否存在顯著差異？
研究資料顯示，防疫險的服務品質會正向顯著影響客戶滿意度及忠誠度。保險公司應該注重提升服務品質，特別是在理賠速度及客戶關懷等方面加強，以提高客戶的滿意度及忠誠度，進而增強市場競爭力。
;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. |
