影響台灣地區人壽保險公司聲譽評價之因素

Abstract

本文之研究目的在於探討消費者對消費者主觀因素與人壽保險公司經營績效因素對人壽保險公司聲譽評價之影響。研究期間為2007年至2011年，以臺灣地區經營保險共計三十三家國內外人壽保險公司為研究對象，利用普通最小平方法（The ordinary least squares approach, OLS）進行函數推估，再依統計檢定驗證假設之正確性來研究。經簡單迴歸分析得結論如下：除理賠率無顯著影響，市佔率(人壽保險公司經營績效因素)與理賠服務滿意度、業務員服務滿意度、壽險知名度(消費者主觀因素)，對人壽保險公司聲譽均有顯著正向影響，申訴率及外商(人壽保險公司經營績效因素)，對人壽保險公司聲譽均有顯著負向影響，複迴歸分析時：市佔率與業務員的服務滿意度對人壽保險公司聲譽均有顯著正向影響。合併簡單迴歸及複迴歸的實證結果發現，專業與服務為影響聲譽最重要的因素。

This thesis investigates the factors of reputation evaluation of life insurance companies in Taiwan. A dataset of thirty-three life insurance companies in Taiwan during 2007 to 2011 is constructed. The simple and multiple regressions are then used for estimation. The major empirical findings in simple regression approach are as follows: The factors of the life insurance companies, which include market share, claim, claim service, and salesman service satisfaction, and visibility, have significantly positive effects on reputation of life insurance companies in Taiwan. Foreign ownership and appeal rate have significantly negative impacts on reputation. The major empirical findings in multiple regression approach are as follows: Salesman service satisfaction and market share have significantly positive relationship with a life insurance company’s reputation evaluation. Based on our empirical findings, professionalism and service are the most important factors for increasing reputation.