Applying Importance-Performance Analysis to Diagnose Service Quality of N Life Insurance Company – The Case of B Corporation

• Main Authors: Chun-hsiung Yang, 楊俊雄
• Other Authors: Shu-chen YANG
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/559s46

碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 102 === For recent years, the financial environment has a drastic change. The competition of Taiwan insurance market has been fierce. Since the financial tsunami happened in 2008, the believing of giant companies will never fall that has been disillusioned. Consumers have no longer obsessed to big branding companies. Instead, they turn to consider whether the insurance companies have a good corporate image, whether they have good quality of after-sale services, whether their insurance agents have a good expertise of insurance, and whether they have good quality of customer services, etc. Up to March 2014, there are 28 insurance companies in Taiwan. Among them, there are twenty four local-owned insurers and four foreign-owned insurers. Each individual of Taiwan people owns 2.22 life policies on average and the in-forced face amount gets up to 3.383 times of national income. The average of the annual paid premium is around NTD$99,855. The total collected premiums get up to 16.99% of GDP. The variety of the statistics shows that the life insurance market in Taiwan has grown gradually, but its growth has been slowing down. It is a worthy to study how to stand out the difference between your competitors and you in such a fiercely competitive market, how to continually sustain the good corporate brand, and how to keep the spirit of always putting honesty and services in the first place. Insurance product is an invisible asset and stresses on the quality of customer services. Therefore, this study is based on the method of Importance-Performance Analysis (IPA) to discuss the quality of customer services of N insurance company. Here this study takes Operation Unit B as an example to evaluate the quality of their customer services through survey questionnaires to collect data. This study has collected III 130 valid questionnaires and runs an analysis based on the collected data. In order to understand the performance of the customer services of N company, this divides the quality of customer services into four quadrants. The analytic result shows that N company performs a bit poorer in the quadrant of reliability, which is the most needed part for improvement based on customers’ opinions. However, different groups have very different views about the quality of customer services. Hopefully, through the analysis of the survey questionnaire, this study can provide N company a strategic suggestion for their service improvement to increase the satisfaction of their customers and create a better operational performance.