Life Insurance APP - Innovation Service Research on Consumer Experience: A Case Study of a Particular Life Insurance

• Main Authors: LIN, SHU-FANG, 林淑芳
• Other Authors: CHEN,PO-YU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7vcgnv

碩士 === 銘傳大學 === 新媒體暨傳播管理學系碩士在職專班 === 107 === With the continuous advancement of mobile technology, the popularity of smartphones and mobile network devices have been promoted, and related mobile applications, services, and business models have also been heated up, making the lives of people more and more dependent. In the past, the insurance industry, which mainly focused on paper operations, has also begun to have digital transformational needs. The main reason is that nowadays' insurers need to have an operating system that ensures flexibility and stability, assisting companies to be able to provide the necessary services to employees through real-time, the cross-device system features, whenever and wherever. In particular, the working style of the insurance salesmen is always on the move, and it is necessary for them to display the information on the mobile device in ‘order to explain to their customers. Therefore, an operating system with high stability, security, and cross-device compatibility can smoothly assist the salesmen in improving their productivity, which also facilitates the benefit increment of the after-sales delivery and verification procedure management. This study is based on the point of view that penetrates deeply into the R & D and the APP design of a corporate and uses Schmitt's(1999) experience strategy module as the research structure to explore the specific connotation of the consumer experience in sensory, emotional, thinking, action and related relationships. Through conducting the questionnaire survey method to analyze, research and investigate the consumer experience when using the APP. By means of the cross-sectional analysis of the consumer experience, customer value, corporate image, willingness to use, and word-of-mouth recommendation, the method of this study uses statistical analysis software, SPSS, for questionnaire analysis, including narrative statistics, reliability analysis, variance analysis, and regression analysis to verify the structure of this study. The study findings indicate that “customer experience” is significantly influences “customer value”, “customer experience” is partially significantly influences “corporate image”, “customer value” is not significantly influences “word-of-mouth recommendation”, “corporate image” is significantly influences “willingness to use” and “word-of-mouth recommendation”.