| Summary: | 碩士 === 南開科技大學 === 福祉科技與服務管理所 === 103 === As the social economic development increasingly grows mature, the output value of the service industry in the economy system keeps rising, and it has become the main source of the economic growth. The scale of the domestic insurance market has expanded and almost got to the saturation in the past decade. For this highly competitive service industry, this study is intended to study the middle-aged and older people, and discuss policyholders’ opinions and feelings on the quality of insurance services. To understand the importance and satisfaction of the middle-aged and older people on the quality of insurance services, this study is based on the service quality theory and assists with the Importance Performance Analysis（IPA）. It establishes the study structure which is about the importance and satisfaction of the middle-aged and older people on the quality of insurance services, and investigate the quadrant placement of all the dimensions on the quality of insurance services. This study adopted questionnaire, and the objects of this study are the elderly in Nantou County. A total of 384 valid questionnaries was returned. The questionnaires were analyzed by SPSS 18.0, and the Cartesian coordinate map of IPA was applied to probe into the distribution of the items used to explore the quality of insurance services. The results showed that "Reliability", "Responsiveness", "Empathy", "Tangibles" among four facets, the fourth quadrant area falls nine title, elderly display on questions of perception of high importance, low satisfaction. Insurance-related industry and the competent authorities so as to strengthen and improve the quality of insurance services research on the preparation of reference countermeasures.
Keywords: Middle-aged and older people, Service quality, Importance performance analysis
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