產險業顧客抱怨個案研究

　　本研究透過文獻探討與深度訪談法，剖析台灣產險業的顧客抱怨行為。研究結果顯示，引起顧客抱怨的主要原因包括：實際績效低於先前期望；實際績效讓顧客產生不滿；顧客在消費或接受服務時，產生不好的感覺；問題屬於持續性、發生責任屬於廠商及是廠商可以控制的；顧客認為交易不公平。本論文同時提出重要建議，供產險公司參考。

關鍵字：產險業，顧客抱怨，顧客滿意，顧客忠誠，不吻合模式、歸因理論，公平理論
Case Studies of Customer Complaints in the Property/Casualty Insurance Industry
Abstract
Relying on literature review and in-depth interview techniques, this paper examines customer complaint behavior in Taiwans property/casualty insurance industry. The results indicate that the primary causes of customer complaints include "actual performance was below expectation," "actual performance was unsatisfactory," "customers had bad feelings when consuming or receiving services," "the problem was permanent and its responsibility was related to and could be controlled by marketers," and "customers considered transactions unfair." This paper also provides important suggestions for property/casualty insurance firms.

Keywords: property/casualty insurance industry, customer complaints, customer satisfaction, customer loyalty, disconfirmation paradigm, attribution theory, equity theory