行销人员与消费者对服务品质认知差异性研究-以台中ing安泰人寿.docVIP

PAGE PAGE 1 行銷人員與消費者對服務品質認知差異性研究-以台中市某人壽保險公司為例 Examining the difference between Consumers and sales in the cognitive perceptions toward Service Qualities: A case study of ING Insurance Corporation in Tai-Chung’s area 王言　 朝陽科技大學保險金融管理副 賴本隊 朝陽科技大學保險金融客座教授 徐克成 嶺東科技大學助理教授 許可達 朝陽科技大學保險金融系助理教授 陳姿穎 保險金融管理所研究生 本研究以Parasuraman, Zeithmal and Berry三位學者所提出之「服務品質模式」與SERVQUAL量表為基礎，針對人壽保險公司所提供的服務品質作探討，重心集中在同屬性之保險業務員和消費者間對服務品質的認知差異，並以問卷調查的方式以及運用SPSS統計套裝軟體統計軟體分析其認知差異性與顧客再購行為、信任程度以及商品品質認知的關係，以期望為保險公司提供最佳銷售策略。 關鍵字：服務品質、PZB服務品質模式、知覺服務品質、再購行為、信任、知覺商品品質。 Abstract Service industry becomes very important for Taiwan’s economic development. Du to the increasing competition in service market as well as the diminishing of consumer’sloyalty and the increasing of self-conscience on consumer rights. Today, consumers always ask the best service quality. Many researches, therefore, have been explored to explain how consumes perceived the service quality relevant to the difference between the services being expected and those being actually received by themselves, but few studies the service quality based on the difference of cognition between consumers and sales. Using “PZB model” and SERVQUAL presented by Parasuraman, Zeithmal and Berry to investigate and analyize the perceptional gap in the service quality between the agents and their customers in Life Insurance Company. This study may help us understand even better a differentiation about service quality between consumers’ and sales’ views and, also, its relationship toward repurchase, customer trust and product quality. Key words: service quality, PZB model, perceived service quality, repurchase, trust, perceived product quality. 緒論 在服務業中，保險業尤其重視服務品質，因為保險產品係為無形化之商品，如何滿足消費者對產品的需求，行銷人員所提供的服務扮演著重要的關鍵，因此只有重視優質服務的保險公司，其所提供的服務才能使顧客對商品之購買有加乘滿意的效果，然而什麼是優質服務？當行銷人員對優質的服務之認知與顧客對優質服務的認知不一致時（例如消費者總期望獲得實際的服務永遠大於期望的服務，如今，在多元化且更需要專業知識之環境下，行銷人員認為優質的服務是能確實提供給顧客實際且專業的咨詢服務，而這也許並非不是客户遠大於期望的服務），是否會影響客戶對保險產品本身的滿意程度，其影響程度為何？實足值得探討。反觀大部份研究多以消費者的角度探討其對服務品質的滿意