| Summary: | 碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 101 === During the last five years, non-life insurance market in Taiwan was stagnant and the total non-life insurance industry was facing a bottleneck in the development. In 2011, the total premiums of whole industry in Taiwan were NT$ 113 billion, which increased by 6.8% compared to 2010. However, the differences of premiums between 2010 and 2007, which were NT $ 112.6 billion, were quite small. Meanwhile, the China non-life insurance market was growing up rapidly because lots of public works started to be constructed and average income of people increased although this industry development in China started quite late. In 2011, the total premiums in China were RMB 477.9 billion but only 1.1% of total premiums were belong to foreign insurers. The possible explanation for this phenomenon is that foreign insurers are hard to expand in China even the market is enormous.
Since 2005, four life insurance companies (Cathaylife, Shing Kong, Taiwan Life, China Life) and two non-life insurance companies (Cathay Century, Fubon) in Taiwan have established their subsidiaries by joint capital or joint stock in PRC . It is a good topic to discuss how to highlight the differences between insurers from Taiwan and their competitors in China especially under such a highly competitive insurance market. Also, keeping our good customer service &; management in PRC are also important issues.
Insurance industry in Taiwan as we know it puts great emphasis on customer service and it is also discussed in many prior literatures. However, this issue and its meaning and importance for the enterprises in China are rarely mentioned. Therefore, this study employed Importance-Performance Analysis (IPA) method to analyze the customer service quality of insurers in China. In order to analyze service quality, this study chose a Taiwan-owned “C Company” in China as the target and questionnaires were used for data collection . Based on 150 valid questionnaires, this study divided customer service quality items into four quadrants to describe the importance and performance of customer service. Results of this study may be employed by “C Company” for improving strategy making efficiency, customer satisfaction, and business performance.
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