以整合性模式探討保險業服務設計與服務品質之提升

Abstract

隨著社會經濟發展愈趨成熟，服務業占經濟體系中的產值比重亦不斷提升，並成爲經濟成長的主要來源。尤其國內的保險市場規模在近十年來日趨擴大並幾近飽和的程度；然而，對於這一競爭激烈的服務產業，卻甚少文獻關注在保險業服務品質的設計與探討。有鑑於此，本研究提出一個整合性模式，以保險業爲研究對象，探討顧客對於保險服務品質與服務失誤的看法以及接受程度。有別於傳統衡量顧客服務品質的方法，我們先繪製保險業服務藍圖以找出潛在服務失誤的關鍵點並建立保險服務的反轉品質量表與問卷；接著利用Kano二維品質模式辨別服務失誤的品質歸類，以瞭解顧客對保險服務之反轉品質的看法；進一步地，將所得到的Kano二維反轉品質分類整合至失效模式與效應分析(Failure Modes and Effects Analysis; FMEA)中，以找出保險服務品質項目改善優序；最後，將改善優序轉爲服務要素權重並導入品質機能展開(Quality Function Deployment; QFD)使得顧客的心聲(Voice of the Customer; VOC)能夠有效融入保險服務設計中。研究結果顯示所提出的整合性模式具實務性價值能有效萃取品質要素及避免服務失誤，並且可進一步應用於其它服務業的品質設計與分析。

Service industry continually grows along with the society developing towards mature and has become the main source of economics growth. Especially, the insurance industry in the past decade blossomed prosperously and mostly reached the saturation in Taiwan. For this fiercely competitive industry; however, there is rare literature addressing on the quality design and relative research. Accordingly, in this study we proposed an integrated model in terms of the viewpoint of customers to investigate the service quality and service recovery of insurance industry. Differing from other traditional methods of measuring product or service quality, we draw the service blueprint of insurance industry to identify the potential service failures for building the reverse quality questionnaire of insurance service. Then, we use the Kano model to classify the service failures into different categories for understanding customers' perception. Furthermore, the improvement priorities of reverse quality elements can be obtained by integrating the Kano model with failure modes and effects analysis (FMEA). The final phase involves transferring the improvement priority into the weights of quality elements and developing quality function deployment (QFD) for the voice of the customer (VOC) can be incorporated into the insurance service design. The research results indicate the proposed integrated model is capable of refining quality elements and avoiding service failures. Moreover, the model can be widely applied to other service industry for quality design and analysis.