台灣汽車保險市場行銷通路共存現象之探討─服務品質觀點 The Coexistence of Marketing Channels in the Auto Insurance Market

摘要
　　產品品質假說宣稱無效率的保險經代人制度何以能與直接簽單制度並存於保險市場，乃因保險經代人能提供顧客較佳的服務品質。有別於過去文獻的供給面觀點，本文嘗試從顧客需求面角度，以投保前諮詢服務、保險期間中的協助與理賠信任程度以及保險期間到期後的依賴程度等三個面向來衡量服務品質。從858份分別向直接簽單通路、一般保經代通路與車商保代通路投保汽車保險的問卷資料中，研究結果顯示，顧客對於一般保經代通路於投保前的諮詢服務、保險期間的協助以及保單到期後的依賴程度評價最高，而車商保代通路則能獲得顧客較佳的理賠信任程度。
關鍵詞：產品品質假說、直接簽單通路、車商保代通路、一般保經代通路
Abstract
The product quality hypothesis contends that the inefficient insurance agent and the direct writer systems coexist in the insurance market because insurance agents can provide clients with high-quality services. In contrast to previous related studies conducted from a supply-side perspective, this study assesses the service quality view from the emand-side angle by exploring the interaction between customers and insurance agents in three stages of insurance purchase: the consultation process that occurs during the pre-purchase eriod, assistance and trust in claims settlement during the in-force period, and the level of eliance after expiration of the policy. Using 858 questionnaires on auto insurance collected from the general agent or broker, dealer-owned agent, and direct writer channels, we find that customers most valued pre-purchase consultations, assistance during the in-force period, and the post-expiration reliance provided by the general agent or broker. The dealer-owned agent, on the other hand, receives a higher valuation on the trust in claims settlement. Keywords: product quality hypothesis, direct writer channel, dealer-owned agent channel, general agent or broker channel