| 摘要註: |
歐洲銀行保險早已行之多年,是保險銷售管道之一,讓銀行業務範圍跨足業兼營保險的銷售,幾年下來也都有不錯的成績。台灣在 2000 年就開放銀行進行保險銷售,藉由行銷保險商品可提供客戶多元化金融商品服務,銀行保險嚴然成為金融機構的重要業務,一方面滿足消費者對銀行一次購足的需求,另一方面也增加銀行的手續費收入。而台灣的銀行銷售保險業務萌芽階段是從 1997~2000 年,隨著各家銀行陸陸續續也加入銷售保險業務的賽局,讓保費收入年年攀升且超越前一年度表現,更於金融海嘯 2008 年發生時,對整體銀保市場保費收入大幅提升至 50%的佔比,截至 2015 年 10 月最新的佔比已達 56%,在在顯示銀行銷售保險商品已為普羅大眾所接受。因壽險公司提供銀行保險商品眾多,且保險商品大多為長期契約保障,藉此各家壽險公司也必須去思考,未來該如何提供更完整客戶服務予以銀行端銷售保險窗口,並保持長期的良好互動與客戶滿意的售後服務,相信有助於未來壽險公司服務滿意策略之擬定進而行銷績效的提升。在台灣銀行保險越來越重視服務品質。因此,本研究以重要性-績效分析法(Importance-Performance Analysis, IPA)探討臺灣銀行保險業務之企業顧客服務品質,對象為銀行保險銷售專員,針對臺灣區Y公司F區之顧客,總計發出200份問卷,進行整理與剔除填答不完全之問卷後,共刪除0份無效問卷,總回收有效問卷200份,最後共計有效問卷為100%。據此進行統計分析,將客戶服務品質項目分成四個象限,藉此瞭解Y公司F區在服務品質的各種重要與表現程度的情形。本研究希望透過此分析結果,能夠給予Y公司F區作為壽險業改善銀行保險業務服務品質的參考,藉以提升客戶滿意度並且重視客戶關係的管理,創造經營績效。 European bancassurance lines have long been a source of revenue and a cross sell opportunity for banks to diversify into insurance. With liberalization of the insurance sales by banks in Taiwan since 2000, sales and marketing of insurance products allow banks to provide customers with a more complete range of financial products whilst becoming an important source of revenue. Sales of insurance by banks was in its infancy from 1997 to 2000; as more banks enter the market, performance of the industry continues to flourish. Despite the financial crisis of 2008, the overall market continues an upswing of 50 percent against total insurance sales. By October 2015, the share of market has reached 56% - testament to the fact that insurance sales through banks is now widely accepted by the public. A plethora of insurance products offered by insurance companies, coupled with the fact that insurance products offer long-term contract, it is crucial for insurance companies to consider the importance of customer service both at the point of sales and post sales to ensure long term customer satisfaction. We believe this would have an impact on the future of the life insurance and should form an important strategy for market development and growth.As the market in Taiwan becomes more competitive, more emphasis is now placed on the quality of service. Hence, Importance-Performance Analysis (IPA) will be employed by this study to analyze the quality of customer service provided by Insurance Companies to Banks. The target universe of the survey was determined to be Customers of F branch of Y company. A total of 200 surveys were completed with a response rate of 100 per cent. Based on the analysis, the result of the survey will divide resonating themes into 4 quadrants allowing for a more in depth analysis and measurement of how F branch of Y company performs against these indicators of service quality. Through this study, we hope to provide F branch of Y company of with deeper insights into customer satisfaction and its impact on enhancing business performance. |