| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 106 === As humans’ life expectancy increases gradually, the fertility rate declines gradually. In Taiwan, it has entered into an age of aging society. With the progress of the times, the development of information, and the popularization of education, people are able to realize the importance of insurance. Meanwhile, the insurance companies keep going on innovation and provide new products continuously. The researcher is interested in this issue and has the motivation to go further study.
This study is based on the Taiwan Life Insurance Company in Chiayi Area as a case study to be the research, used the information from the literature, references and interviews with senior employees to explore the core values of the Taiwan Life Insurance Company. It was attributed to four aspects of major core competency including the brand image, personnel expertise, product content and service quality. The researcher also used the results of the questionnaires and statistics analysis to construct the management opportunity grid to explore each of the core values. The questionnaire surveys were collected in the region of Chiayi, Taiwan. The total numbers of questionnaires was 314 questionnaires, and the total amount of being collected questionnaires was 271. Among them, 21 were invalid and 250 were valid.
The results of the study showed that customers realize the top ten most important service items for Taiwan Life Insurance Company. In the first quadrant (potentially high niche area) of the management opportunity grid, the data showed a high degree of importance and a low degree of satisfaction. Taiwan Life Insurance Company should pay the most attention to this important area. According to the results of this study, the items in this area are as follows: 4. The products and services in this company are guaranteed, and the funds are safe and reliable. 14. The products of this insurance company make me feel reliable. 24. The service provided by the insurance company is quite in line with my expectations. Finally, this study also provides specific suggestions and practical implications for reference.
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