本研究目的在探討金融保險服務業在服務品質上之核心能耐，並以中部標竿營業處為研究個案，運用焦點團體法與問卷調查法蒐集資料，得出研究結果。本研究在訪談六名高階經理人後，整理出46項服務品質項目為個案之核心能耐，並根據問卷調查法進行客戶樣本調查，共回收有效問卷85份，有效回收率85%。研究結果方面，本研究經探索性因素分析後，共萃取出八個服務品質類目：「暖心服務」、「門診陪同服務」、「客戶親友服務」、「保險給付服務」、「數位服務」、「醫療服務」、「旅遊服務」以及「財經權益服務」。再者，透過管理機會方格分析可以發現，客戶重視且滿意的服務類目包含「財經權益服務」、「醫療服務」、「數位服務」以及「保險給付服務」，不重視且不滿意的類目為「暖心服務」、「門診陪同服務」、「客戶親友服務」及「旅遊服務」。本研究亦針對46個細項進行分析，做為經營管理者策略擬定、資源配置及執行管理訓練之可行方針。
The purpose of this research is to exploring the core competences about service quality while people run a business in the insurance industry. Taking a benchmark branch in Taichung as a case and using the method of focus group discussion and research survey, we collected data for further analysis. After conducting the focus group discussion from 6 senior managers, we generated 46 items about service quality for the research survey. After gathering data from 100 clients, we had 85 valid responds and the valid response rate is 85%. Results showed that 8 categories of the core competences were engendered by adopting exploring factor analysis. They are “warm services”, “outpatient clinic accompany service”, “services for clients, their family members and friends”, “insurance payment services”, “digitalized services”, “medical care services”, “travel services”, and “financial rights services”. Moreover, the categories of “insurance payment services”, “digitalized services”, “medical care services”, and “financial rights services” are classified into the quadrant with high service importance and client satisfaction by adopting the method of management opportunity grid. The other four categories are classified into the quadrant with low service importance and client satisfaction. We further categorized 46 items by using the method of management opportunity grid to gather more information for guiding strategy planning, resources allocation as well as the training plan.
