本文研究產險公司對客戶提供之「車禍現場服務」，是否能提昇車禍處理的服務品質，讓客戶滿意度提高，進而成為忠誠客戶。藉由分析經過車禍現場服務、而感到滿意的客戶，在續保年度及續保險種數量上的表現進行觀察：分析結果支持經過該公司車禍現場服務、而感到高度滿意度的客戶，有相對較高的連續續保多年之機率、及續保時購買較多的險種，因此，推論車禍現場服務對提昇客戶忠誠度有相當的效果。

This paper studies whether the "accident scene assistance" service provided by an insurance company to its customers enhances the quality of accident claim service and increases customer satisfaction, thereby turning the customer into a loyal customer. By analyzing the years of policy renewal and the number of insurance policies purchased by customers who indicate satisfaction with accident scene assistance service, it is found that customers who were highly satisfied with the accident scene assistance service of an insurance company were more likely to renew the policy for a number of years and purchase more policies at the time of renewal. Thus, it is conjectured that accident scene assistance service increases customer loyalty considerably.

目   錄
第一章 緒  論	 1
第一節 研究動機與目的	 1
第二節 研究範圍與限制	 5
第三節 研究流程	 6
第二章 文獻探討	 7
第一節 服務品質與顧客滿意	 7
第二節 顧客忠誠度的認定與生成	 14
第三節 顧客滿意與顧客忠誠	 22
第四節 保險業及汽車保險理賠的服務品質	 25
第三章 研究資料與研究方法	 32
第一節 資料來源	 32
第二節 滿意度指標	 34
第三節 資料結構及初步觀察	 37
第四節 研究方法	 41
第四章 研究結果	 49
第一節 現場處理服務滿意度對連續續保年度的影響	 49
第二節 現場處理服務滿意度對各續保年度之險種數量的影響	 57
第三節 小結	 66
第五章 結論與建議	 71
參考文獻	 76
附  表 	84

圖目錄
圖1-1	中華民國102年產物保險業各險保費收入統計圖	2
圖1-2	國內某產險公司2003~2013年現場處理件數趨勢圖	4
圖1-3	國內某產險公司2003~2013年現場處理費用趨勢圖	5
圖1-4	研究流程	6
圖2-1	服務品質缺口分析圖	13
圖2-2	忠誠度三角模式	20
圖2-3	高交易成本下顧客滿意行為之變動情形	23
圖3-1	汽車交通事故現場處理流程圖	33
圖3-2	研究樣本圖	34

表目錄
表1-1	中華民國102年產物保險業各險保費收入統計表	2
表1-2	國內某產險公司2003~2013年現場處理件數表	4
表1-3	國內某產險公司2003~2013年現場處理費用表	5
表2-1	SERVQUAL 量表的衡量構面及評估項目	13
表2-2	各學者對顧客忠誠之定義	17
表3-1	滿意度調查分數分配狀況	35
表3-2	滿意度中央趨勢統計量	35
表3-3	滿意度指標	36
表3-4	滿意度指標調查佔比	37
表3-5	滿意度指標交叉分析	37
表3-6	2008、2009生效保單續約件數表	38
表3-7	各續約年度平均投保險種數量(保單張數)表	38
表3-8	2008、2009生效保單續約件數在不同分析樣本中佔比	39
表3-9	卡方獨立性檢定--出險經驗與續約狀況的相關性表	39
表3-10	卡方獨立性檢定--滿意狀況與續約狀況的相關性表	40

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