Service Quality Management for the Life Insurance Industry - A Case of PCA Life Insurance

• Main Authors: Ming-ta Tsai, 蔡明達
• Other Authors: Ting-lin Lee
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/ghm85u

碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 97 === As the environment changes, life insurance companies operating more and more difficult, the rapid decline in global interest rates, making life insurance company's funds, to be able to be an effective return on investment, testing the viability of operators. The increasingly well-developed Internet information, and many commodities traded through the Internet increased the flow of species through the network cost of sales, after-sales service costs dropped; social structure, changes in laws, social welfare workers rising awareness of strategy for traditional insurance companies, "human sea tactics" gradually being challenged. The past, traditional sales maintain a high market share by human sea tactics; recent, sales channel handled by Financial Consultant and telemarketing, shopping insurance policy on website could be happened on nearly further. All above are going to change the life insurance marketing structure. In this study, Prudential Life Insurance is the research object, by using literature review and questionnaire survey, this study tries to get an in-depth understanding of the life insurance industry. We issued 600 questionnaires and recovered of 320 validities in Kaohsiung. By the recovery of the questionnaire analysis and the quality housing and the service gap in both the quality of research to understand the life insurance industry for existing client’s expectations and needs of the service, and the Prudential Life Insurance in the service quality, such as whether there are gaps, the remedy, and I hope that Prudential as to improve the quality of life of service based on the results of this study by the insurance industry to provide different services to customers as a proposal. The results of this study reveal that clients expect not only a policy but also a sense of security what insurance company offered, they also look forward to Including the design of insurance products which concerned the point of view of customers． Moreover the quality housing can be seen through that Prudential Life Insurance to be improved on two points, the numbers of service station and sales attitude. Then will increase customer satisfaction and retain customers if above two points were improved. The concept of quality of service can be informed that Prudential Life Insurance in understanding the real needs of customers, the company have a set of standard processes to meet customers and to improve customer satisfaction in three areas, such as the gap is in need of improvement.