QFD기법을 이용한 보험서비스품질 제고에 관한 연구

Abstract

The study aims to present a framework for upgrading service quality of life insurance customers through quality function deployment(QFD). Specific procedure is that after examining the satisfaction level and the degree of importance of various service quality items through the Likert-seven- points-scale questionnaire survey for - 145 -policyowners and employees of life insurance companies, authors presented plans for improving the customer service quality from the standpoint of infrastructure such as human resources, products, and facilities and procedure. The results of QFD analysis are as follows. First, the result on individual service quality items shows that customer satisfaction level was high with respect to premium payment channel, kindness of claims and loan payment personnel, promptness of loan payment, and courtesy and kindness of solicitors, while the level was low with respect to amount of cash surrender value, present for sales promotion, understandability of policy provisions, and returning a portion of company profit. Second, the highest relative weights were given to sufficient explanation on products and policy provisions, appropriate interest rates credited, and understandability of policy provisions, while lower relative weights were given to suggestion of exchange of existing policies w/ other policies, present for sales promotion, and premium payment channel. Third, with respect to the level of importance education of personnel was the first, procedure the second, and communication the third, while the level was low for accessibility, product design, and the number of customer centers. Based on these results life insurers should upgrade the level of customer satisfaction by improving those service quality items with higher level of importance.