影響壽險業品牌形象之關鍵因素分析-以Y公司為例

Key Factors of Brand Image in Life Insurance Industry-A Case of Y Company

10.6840/cycu201700461

許碧玉

壽險業、品牌形象、以決策實驗室法為基礎的網路程序分析法、重要度績效值分析 ； Life Insurance Industry ； Brand Image ； DANP ； IPA

中原大學企業管理學系學位論文

2017年

碩士

邱榆淨

繁體中文

台灣在金融控股公司法的通過後，壽險市場發展迅速，各壽險公司均推出豐富之商品以滿足客戶更多元化之需求。面對激烈的市場競爭及消費者的意識抬頭，壽險公司除積極變革與創新外更打造符合時代之壽險產品，塑造企業品牌形象，增加消費者對品牌的喜好度，進而提升市場佔有率，是企業艱辛的任務。因此，影響壽險業品牌形象之因素有那些?是本研究的研究動機。 本研究主要目的是建構適用Y公司品牌形象之評估構面、準則，確認影響品牌形象的關鍵因素及其相互影響關係。並探究Y公司在品牌形象經營之績效表現並提供其管理策略上的發展與建議。經由文獻探討建立研究概念後，首先透過專家訪談建立研究的雛型，再以德爾菲法收斂及確認本研究之架構，包括四大構面與九項準則，最後以決策實驗室法為基礎的網路程序分析法(DEMATEL-based ANP, DANP)求出構面與準則之權重與排序，並藉由重要度績效值分析(Importance Performance Analysis, IPA)個案Y公司之績效值表現。 研究結果顯示，關鍵構面為「企業形象」、「產品形象」及「功能性」，其管理意涵是是企業所提供之產品功能，應該思考如何幫客戶解決現有問題及預防潛在問題，當企業解決客戶外部衍生之消費需求及在售後服務面重視客戶的反映與即時回饋，不斷的將客戶意見反應在新產品的功能上，使其形成良性循環，進而改善與持續提升企業品牌形象。在九項準則中，最為關鍵準則是「親切服務」及「心理認同」，其管理意涵是如何讓客戶在購買商品的過程中，對企業提供之整體服務過程與商品之售後服務態度產生之親切服務感，對商品產生認同而購買其壽險商品時，而會有再次被服務的期待。 最後在重要性績效值分析中，極需改善項目為客戶之「心理認同」、「服務」、「親切服務」及「良好印象」，其管理意涵是係指壽險業者，在銷售商品過程中之整體服務態度與售後服務態度表現不合消費者需求，因而無法得到客戶之心理認同。因此，壽險業者應調整策略方向與資源，企業才得以持續成長與永續經營。建議個案Y公司不斷的將客戶意見反應在產品的功能上，使其形成良性循環，也透過教育與學習後提供商品服務更能滿足消費需求；進而改善企業與產品形象，持續為企業提升品牌形象。 關鍵字：壽險業、品牌形象、以決策實驗室法為基礎的網路程序分析法、重要度績效值分析

After Taiwan's Financial Holding Company Act passed, the life insurance market develops rapidly. The life insurance companies have launched variety products to satisfy customer's request. The life insurance companies face to fierce competition and the rise of consumer awareness, life insurance companies positive change and innovation to create life insurance products, which are in line with the requirements of the times. Is the hard task of the enterprise to shape the corporate brand image, increase consumer brand preferences, and then enhance market share. Therefore, the key factors that affect the image of the life insurance industry are those that are motivated by this study. The main purpose of this study is to construct the evaluation of the brand image of the Y Company, the criteria to identify the key factors affecting the brand image and their mutual influence. And explore Y Company in the brand image management performance and provide its management strategy on the development and suggestion. After discussing the concept of research, the author first establishes the prototype of the research through expert interview, then uses Delphi method to converge and confirm the structure of this research, including four facets and nine criteria, and finally based on decision-making laboratory which’s the decision making and evaluation laboratory (ANP, DANP), and the performance of the Y Company is evaluated by the Importance Performance Analysis (IPA). The results show that the key dimensions are "corporate image", "product image" and "functionality". Its management implications are the product functions provided by the enterprise. It should consider how to solve the existing problems and prevent potential problems. Enterprises to solve customer external derivative consumer demand and in the after-sales service to focus on customer feedback witch can increase on the new product in the features, so that the formation of a virtuous circle. And thus improve and continue to enhance corporate brand image. Among the nine criteria, the most critical criteria are "cordial service" and "psychological identity". Both of their management implication are how to make the customer in the process of purchasing the goods, the enterprise provides the overall service process and the products after-sales service attitude Thanksgiving respect for the sense of service, it can produce recognition of goods and purchase other life insurance products, resulting in an instant link hope to be served again Finally, in the importance of performance analysis, the need to improve the project is the customer's "psychological identity", which’s management meaning is the life insurance industry, in the process of selling products in the overall attitude and after-sales service attitude poor performance, it cannot get the customer's psychological identity. Therefore, the life insurance industry should adjust the direction of strategy and resources to grow and sustainable management. To suggest to the proposed case Y Company will continue to respond to customer feedback on the product’s function to make it a virtuous circle, but also through education and learning to provide goods and services to meet consumer demand. And thus improve the image of enterprises and products; continue to enhance the brand image for enterprises. Keywords: Life Insurance Industry, Brand Image, DANP, IPA

1. 賴秋粉，2016年，伺服器製造業之機殼海運成本關鍵因素分析-以國內I公司為例，中原大學企業管理研究所碩士論文。
   連結：
2. 蔡錦富，2008年，台灣壽險業服務品質、顧客價值對顧客滿意度影響之研究，國立成功大學高階管理碩士在職專班碩士論文。
   連結：
3. 蔡曜光，2011年，品牌形象與消費主涉入對購買行為之研究-以連鎖咖啡館為例，國立中央大學管理學院高階主管企管碩士論文。
   連結：
4. 顏誌廷，2006年，台灣智慧型手機產也關鍵成功因素之研究，長榮大學經營管理研究所碩士論文。
   連結：
5. 鄭玉世，2013年，品牌策略、品牌形象、顧客忠誠度與品牌權益之研究-以手機為例，國立台北科技大學商業自動化與管理研究所碩士論文。
   連結：
6. 李元恕，2014年，行銷學，華泰文化事業股份有限公司。
   連結：
7. 林建煌，2016年。消費者行為 五版，華泰文化事業股份有限公司。
   連結：
8. Aaker, D. A., 1991.Managing Brand Equity: Capitalizing on the Value of a Brand Name, NY: The Free Press,Macmaillan.
   連結：
9. Aaker, D. A. 1996. Measuring Brand Equity across Products and Markets, California Management Review, Vol. 38(3):102-120.
   連結：
10. Chernatony, L. D. and G. McWilliam, 1989. “The Varying Nature of Brand as Assets: Theory and Practice”,International Journal of Advertising,Vol.8, Iss.4:339-350.
    連結：
11. Doyle Peter.1990. Building Successful Brands : The Strategic Options, Journal of Consumer Marketing, vol.7:5-20.
    連結：
12. Hu, Y. C., Chiu, Y.J., Hsu, C.S., Chang, Y. Y., 2015. Identifying key factors of introducing GPS-based fleet management systems to the logistics industry. Mathematical Problems in Engineering, Article ID 413203.
    連結：
13. Kirmani, A. and Zeithmal, V. 1993. Advertising, perceived quality, and brand image In D. A. Aaker and A. L. Biel (Eds.), Brand equity and advertising: Advertising's role in building strong brands Hillsdale, NJ: Lawrence Erlbaum Associates,:143-161.
    連結：
14. Keller, K. L., 1993. Conceptualizing, Measuring, and Managing Customer-based Brand Equity, Journal of Marketing, Chicago, Jan, Vol.57,Iss.1:1-22.
    連結：
15. Kotler, P. and Gertner, D., 2002, Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective, Journal of Brand Management, Vol. 9, No. 4:249-256.
    連結：
16. Liou, J. J., 2012,.Developing An Integrated Model for The Selection of .Strategic Alliance Partners in The Airline Industry, Knowledge-Based Systems, 28: 59-67.
    連結：
17. Maslow, A.H. 1943. Atheory of human motivation. Psychological Review 50 (4) 370–96. Retrieved from.
    連結：
18. Martilla, J. A., and James, J. C., 1977. Importance-Performance Analyes, Journal of Marketing, 41(1):77-79.
    連結：
19. Matzler, K., Bailom, F., Hinterhuber, H. H., Renzl, B., and Pichler, J., 2004. The Asymmetric Relationship between Arrribute-Level Performance and Overall Customer Satisfaction: A Reconsideration of the Importance-Performance Analysis, Industrial Marketing Management, 33(4):271-277.
    連結：
20. Richardson, P. S., Dick, A.S., and Jain, A.K. 1994. Extrinsic and intrinsic cue effects on perceptions of store brand quality.Journal of Marketing, 56:28-36.
    連結：
21. Saaty, T. L., 1980. The Analytic Hierarchy Process, New York: McGraw-Hill.
    連結：
22. Simon, C. J.and M. W. Sullivan.1993. The Measurement and Determinants of Brand Equity :A Financial Approach., Marketing Science,Winter:66-71.
    連結：
23. 鄧振源，2005年，《計畫評估：方法與應用》。基隆：國立海洋大學運籌規劃與管理研究中心。
24. 人身保險業務員測驗登錄管理統計年報，2015年，中華民國人壽保險商業同業公會。
25. 保險法及相關法規，2011年，中華民國人壽保險商業同業公會。
26. 鄧振源，2012年，多準則決策分析-方法與應用，鼎茂圖書出版社。
27. 彭建彰、呂旺坤，2005年。品牌行銷與管理。台北:華泰。
28. 業務員資格測驗必勝寶典，2016年，新光人壽保險股份有限公司出版。
29. 黃山書社1994年12月版，全國百家圖書出版單位。
30. 英文文獻
31. Aaker, David A.1984. Strategic Market Management‚New York：John Wiley and Sons. Marketing Review Vol. 12, No. 4:369-393.
32. Biel, A. L., 1992. How Brand Image Drives Brand Equity? Journal of Advertising Research, Vol.32(11): 6-12.
33. Dobni, D. and V. A. Zeithaml, 1990. In Search of Brand Image：A Foundation analysis‚ In Advances in Consumer Research‚Vol. 17 No,1 edited by M. E. Goldberg, G, Gorn, and R. Pollay,UT: Association for Consumer Research :110-119.
34. Hawkins, D. J., Best, R. J. and Coney, K. A. 2001. Consumer behavior-building marketing strategy.
35. Jacoby, J, and anp;J. C. Olson, 1971. An Attitude Model og Brand Loyalty: Conceptual Underpinnings and Instrumentation Research. In J. Jacoby and amp: R. W. Chestnut, Eds.,1978.Brand Loyalty: Measurement and management:1-32. New York: John Wiley and amp: Sone, Inc.
36. Kotler, P., and Scheff, J. 1997. Standing room only: Strategies for marketing the performing arts. Harvard business press.
37. Kotler, P. 2000. Marketing Management: Analysis, Planning, Implementation and Contril, 10th ed., Prentice-Hall Inc.
38. Newman, J. W., 1957. New Insight, New Progress for Marketing.Harvvard Business Review, 35(5).
39. Ou Yang Y. P., Shieh. H.M., Leu, J.D., Tzeng G. H.2008. A novel hybrid MCDM model combined with DEMATEL and ANP with applications, International Journal of Operations Research, vol, 5,no.3:160-168.
40. Saaty, T. L., 1996. Decision Making with Dependence and Feedback: The Analytic Network Process, Pittsburgh: RWS.
41. Saaty, T. L., 2001. Decision Making with Dependence and Feedback: The Analytic Network Process, Pittsburgh: RWS.
42. Tzeng,G.H., and Huang, J.J.2011. Multiple Attribute Decision Making；methods and applications. C R C Press.
43. Yi-Chung Hu, Peng Jiang, Ghi-Feng Yen, and K. Caleb Chan , 2016. Evaluating Key Factors of Developing Green Logistics for Logistics Providers in China Using Multiple Criteria Decision Making, International Journal of Management Theory and Practices , vol.17 :73-91.
44. 網頁查詢
45. 東方快訊，2016，http://m.brain.com.tw/news/articlecontent?ID=20852&sort，搜尋日期:105年3月8日。
46. 人身保險市場-智庫百科，2017，https://wikj.mbalib.com/zh-tw/，搜尋日期:106年03月20日。
47. 美國行銷協會-維基百科， https://zh.wikipedia.org/wiki/%E7%BE%8E%E5%9B%BD%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80%E5%8D%8F%E4%BC%9A，搜尋日期:106年06月29日。
48. 中保綱，2017，https://read01.com/Jo8OeR.html，搜尋日期:106年05月30日。
49. 財團法人保險事業發展中心，2017，http://ins-info.ib.gov.tw/customer/accountquery.aspx，保險業公開資訊觀測站，搜尋日期:106年6月29日。