A Study on The Service Quality of Property Insurance Companies in Taiwan

• Main Authors: Tien-Cheng Chou, 周典徵
• Other Authors: Wei-Ming Wu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/74371716763711259762

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 101 === Abstract The property insurance market is fairly competitive among practitioners. To enhance the factors considered by marketing channel practitioners as they choose their insurance company is therefore imperative to companies’ sustainable development. Those factors include service quality, risk-taking ability, professional marketing training, and product diversity. The study used questionnaires to survey the behavior of marketing channel practitioners as they chose their insurance company. Suggestions were proposed based on the results, so that property insurance companies could accordingly develop strategies to enhance their software and hardware service quality and meet marketing practitioners’ expectations. The study adopted questionnaires to conduct the survey. Subjects recruited for sampling were insurance salespersons that worked under insurance brokers and agents, who operated businesses in Kaohsiung and Pingtung. Out of the 150 distributed questionnaires, 146 valid ones were collected. The results obtained from those questionnaires were analyzed with descriptive statistics, rank correlation test, and independent samples t-tests. Conclusions of the study are as follows: 1. There was a gap between the importance that marketing practitioners placed on and their satisfaction from the existing software and hardware service provided by the property insurance companies; the gap could affect the desire for reinsurance. 2. Property insurance companies should develop strategies to improve certain aspects, including E-commerce systems, insurance product design and development, and training courses for marketing skills. 3. Property insurance companies should enhance service personnel’s service quality dimensions in responsiveness and assurance, such as working attitude and professionalism. 4. Gender as a factor did not bring a significant difference between marketing practitioners’ expectation and their actual perception of software and hardware service quality. The aforementioned conclusions could help property insurance companies understand different backgrounds’ marketing channel practitioners’ needs and situation of using software and hardware service provided by the companies. The gap between marketing practitioners’ expectation and actual perception of the companies’ service quality could urge property insurance companies to develop strategies accordingly to bridge the gap and meet marketing practitioners’ expectation. Keywords: insurance, marketing channels, service quality, customer satisfaction