Using Internal Marketing and Quality Function Deployment on Life Company’s Service Quality Improvement

• Main Authors: Yi-Hsin Hsu, 徐以昕
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/45986184267838944053

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 101 === There were only eight Life Insurance companies in Taiwan in 1990s. Along with foreign Life Insurance companies started to launch and established in Taiwan, it is now over 30 Life Insurance companies in the market. Both local and foreign Life Insurance companies are competing aggressively (Risk Management, Insurance & Finance, 2012). Each company strives to review and design insurance policies and improve service satisfaction. This study is aimed to explore how Life Insurance companies can do to improve their service with different examining measure for its strategy in this regard. Most of the literature review on customer service quality improvement in the past is based on customer voice or potential customer point of view. The inside customer, the voice from the staff of the company has never been examined. This study is therefore intrigued to develop the useful measure by examining the inside customer voice. It is the motivation of this study to explore different examining measure to asset service quality. It is an unexplored area where no literature reviews being done. It is also the contribution of this study. In addition, QFD method is commonly used on product quality analysis for improvement but never used for service quality analysis. The second motivation of this study is to apply QFD as analysis measure to examine Life Insurance company service improvement strategy. Parsuraman Zeithamal & Berry (1985) stated that service expected and service perceived that decide the customer satisfaction of the service quality. It gives this study the third motivation to apply SERVQUAL measurement chart in use of QFD and find out the service quality improvement priority for Life Insurance companies. This study takes Farglory Life Insurance as case study by quantitative method with two sections of questionnaire in sequence. First section is open questionnaire for the interviewee to answer which is their most favorite Life Insurance Company. Based on their answers, it shows their favorite Life Insurance is Cathay Life Insurance which is taken as the benchmark company for this study. The second section questionnaire is distributed to the staff inside Farglory Life Insurance. The subsequent analysis is then based on comparison of the benchmark company Cathay Life Insurance and Farglory Life Insurance. Out of 200 copies of questionnaire sent, 155 copies of valid reply are collected. The valid reply rate is 77.5% Through the empirical evidence, this study finds that the top priority for service quality improvement is on three dimensions, namely Responsiveness, Reliability and Preciseness. Among the three dimensions, the top item to improve is the resource provided by the company for staff to succeed their job. Secondly is the willingness of the staff to assist clients, the third is for the staff to provide prompt service, the fourth is the back up from the enterprise has to inform exact time requested by the clients to reply, the fifth is the staff will not neglect reply because of being busy. It is suggested that Farglory Life Insurance should design execution strategy to improve these five items for service quality enhancement.