Using Analytical Hierarchy Process to Investigate Key Factors of Service Quality of the Life Insurance Company-Shin Kong Life Insurance as an Example

• Main Authors: Lin,En-Ju, 林恩如
• Other Authors: Lee, Hsuan-Shih
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/33ev72

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 104 === Abstract The purpose of this thesis is to investigate the critical factors in the service quality of an insure company using Shin Kong Life Insurance Company as an example so that the company can set up its service strategy based on our research. Based on the literature review, five dimensions of 15 factors in service quality are derived, which are tangibles, reliability, responsiveness, assurance, and empathy. The analytic hierarchy process (AHP) is employed to analyze the factors and dimen-sions. The analysis shows that tangibles is ranked as the first in the dimensions of the factors. Among 15 factors, the “convenience of the hardware facility” is the most important factor in service quality, the “care and help for customer in difficulty” comes the second place, and “service quality and altitude of the online service” comes the third place. Therefore, the customers anticipate the modern computerization and WiFi facility, so that the customers can keep aware of the products and assurance provided by the company. Customers are looking forward to having help and care when they are in difficulty in paying annual premiums. In addition, customers expect that the call center can enhance their service quality of online service and the staffs are familiar with the regulations in insurance. In this paper, the above findings were made conclusions and recommendations to provide Shin Kong Life Insurance Company in the future to improve service quality and enhance operational reference. Keywords: Analytic Hierarchy Process (AHP), Service Quality