| 摘要註: |
近年來台灣企業在越南投資規模日漸擴大,在越南的經濟發展上也佔有相當重要的地位,再加上越南是東協的成員國之一,使台灣企業可以藉由在越南投資作為進入投資東協的跳板,因此越南成為台灣企業到東協各國家中,投資金額最多的地方,所以外資產險業者如何創造出新的服務來滿足顧客的需求與期望為本研究主要研究動機。本研究針對7家與C產險公司超過2年以上合作經驗的越南台資企業,透過深度訪談方法,從顧客角度探討其對於C產險業的服務需求與期望,及創新服務對服務品質的影響。本研究根據訪談分析結果顯示, C產險公司雖然具有「服務熱誠」、「價錢公道」、「代理制度健全」、「具專業性」、「資訊齊全」等優勢,但卻因為「產險種類」和「服務據點少」等缺點,使得部分顧客無法滿足其需求,因此C產險公司除了未來提供「產品多樣性」、「增設營業據點」、「網站內容加註中英文服務」、「信用卡服務」、「相關產險和理賠課程」外,還將結合智慧型手機與越南當地風俗信仰設計出滿足顧客需求的APP軟體,作為C產險公司未來服務創新的工具,藉此提供顧客更便利、更快速、更有效率的服務品質,以提升C產險公司的知名度。 Recently the Taiwanese enterprises expand their investment scale in Vietnam as well as seize on critical position in Vietnam's economic development. Additionally, Vietnam is the member of the Association of Southeast Asia Nations (ASEAN); it makes Vietnam become the most valuable nation and appropriate springboard for Taiwanese enterprises to invest in ASEAN. This research will focus on the 7 interviewes which are Taiwanese enterprises in the Vietnam,with over 2 year's business cooperation with C general insurance company, Throughout the in-depth interview, from the viewpoint of clients, in order to discuss their needs and expectations on the services provided by the C general insurance company. Furthermore, probe into the influence of innovation-service on the quality of service, within the perspective of customer. As for the research objects, there are 7 interviewees, who are the customer of Taiwanese investment, cooperate with the C Company over two years. Through the in-depth interview, the results are as follows: albeit the C Company embraces the superiorities such as dedicated service, fair price, sound agent system, professional, and complete information, it still possesses shortcomings such as production of insurance class and the scanty of service branch; the deficiency makes the C Company not to complete satisfy with their partial customers and so that the C Company needs to develop extra movements such as product diversity, business branches increasing, the service of Chinese-English language annotation in website, the service of credit card, the relevant courses of property and casualty, and the connectedness of smart phone and Vietnamese cultures in APP, as an innovative service in the future. Eventually, the C Company would improve its reputation via providing more convenient, rapid, and efficient service quality to customers. |