Sheng-Feng Shih
ABSTRACT
Under the trend of fully advocating "consumer demand", this study intends to understand the current situation of consumers' perceptions and satisfactions of the multi-channels constructed by insurance companies, and then to understand the experience and cognition of consumers using channels. Seeking advice from the customer side, thereby reducing the gap between buyers and sellers for service quality and satisfaction. Therefore, this study first uses the independence test to test whether the demographic variables are related to the consumer's choice of pathway type, and then use the independence test to test the measure in each satisfaction facet. Whether there is a relationship between satisfactions. The results of the study show that the channel utilization rate of direct sales units is as high as 75%, which is still the mainstream of sales channels; the consumer groups are mainly concentrated in "married", "36-45 years old" and "46-55 years old". "The age of 55 or above", "low education level", "the number of 1-2 sheets of insurance policy" is the highest; in addition, the utilization rate of insurance generation channels is 17%, ranking second, and the consumer group is characterized by: The number of young people, high education level, and policy sheets is more than 4, while the bank access rate ranks third. In addition, consumers' perceptions and usage rates of emerging pathways are very low, and they do not meet the expected results of the industry. Consumers' consideration of the choice of channels is "completed after-sales service" and "complete planning for different needs". "Professional knowledge provision" is the mainstay, and up to 60% of the people are dissatisfied with the level of service provided by the direct sales unit clerk, but in the insurance generation, more than half of the people agree Satisfaction with the quality of the services provided by this pathway.
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