A Study on Service Quality of Insurance Assessor and Salespersons’ Satisfaction- P Life Insurance Company as an Example

• Main Authors: Hui-Yi Huang, 黃惠宜
• Other Authors: Ker-Tah Hsu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/65032373620086899988

碩士 === 朝陽科技大學 === 保險金融管理系碩士班 === 97 === The life insurance belongs to the financial services industry relying on the staff to interact with customer. The service transmittance process that staff members of the life insurance interact with customer may influence customer''s cognition of the company with appraising competence. The major purpose of this study was to explore the relationship between insurance assessor’s service quality and salesperson’s satisfaction in P life insurance company based on the perspective of internal marketing. This research adopted the SERVQUAL that draws on reliability, responsiveness, assurance, empathy, and tangibles to measure service quality. This study employed SPSS 12.0 statistical analysis system to explore the empirical analysis that including descriptive statistics analysis, factor analysis, reliability analysis, MANOVA, and regression analysis. The major results indicated that: 1.The salesperson’s expected levels of insurance assessor’s service quality is significant different from the salesperson’s cognitive levels of insurance assessor’s service quality. 2.The characteristics of salesperson have significant different from the factors of insurance assessor’s service quality. 3.The characteristics of salesperson have significant different from the overall satisfaction. 4.The levels of expected service quality and cognitive service quality have significantly influence on salesperson’s satisfaction. Keywords: Service quality, satisfaction, internal marketing, insurance assessor, salesperson.