2015年台灣壽險滲透度以17.45％再度蟬聯全球第一，但實際投保成長率僅較2014年提高0.15%，顯見台灣壽險投保率已經進入低度成長期，也表示國人已有完備的保險觀念，且保險市場已相當成熟；另一方面，也就是說壽險業者要開發新的保單，將會更為費力。管理學大師彼得 杜拉克(Peter Drucker) 曾指出，『企業經營的目的在於獲取及保有原客戶，而獲取新客戶的成本遠高於保有原客戶，且打動新客戶的難度也遠高於原客戶』，因此，要如何確切的了解客戶需求，爭取保留原客戶，並從中發展出對顧客和企業共創雙贏的有利價值，訂定公司策略與行銷推廣機制，已成為企業務必思考和面對的問題。

個案A公司是在台成立最久的純外商保險公司，同時位居台灣保險電話行銷領導品牌，但就在2017年新任CEO Mr. D到任後卻發現，過去的品牌策略沒有帶來利潤及保戶忠誠度成長，這對以電話行銷業務為主的A公司來說，未來若要持續針對既有客戶再行銷保險來推升業績成長動能，無疑是雪上加霜，面對國內金融保險市場爭取客戶的競爭性，個案公司開始思考，開發不同於市場產品削價競爭的營運模式。在面臨台灣保險市場趨於飽和及產品多元化競爭的時代，A公司不再只是選擇透過多樣化的產品來維持競爭力，而是不斷的提出創新服務價值，其最終目的不外乎是透過深化主顧關係，進而強化顧客的忠誠度，留住既有保戶的同時，還能帶來新客戶成長，突破困境，達到企業永續經營之目的。
本個案將帶領學員透過新任CEO Mr. D的視角，了解其如何發掘公司客戶不斷流失的問題，並且有效的在延續公司既有的成功模式下，找出品牌競爭力轉型的契機以及因應的經營策略。
本論文依教學個案方式撰寫，內容陳述企業的領導人或管理者，如何在最短時間內，針對台灣消費者普遍對於保險價值，在理賠發生前，只是『看的到；卻用不到』的痛點，提出創新的服務且以顧客利益為考量，透過對於顧客的關懷、以健康保健服務的持續推動加強與顧客之間的互動，以使顧客對公司的滿意度更高，進而建立顧客的忠誠度，落實個案A公司期待『不只是一家保險公司』的品牌使命，成功帶領公司進行品牌轉型並帶來新業務。
本論文的結論，可提供企業在發展(品牌)策略轉型與服務創新上找出適合公司發展的新藍海。本論文更一併深入探討顧客知覺的服務行為與品牌忠誠度、社會性服務創新、組織靈巧性與共享價值。

關鍵詞：顧客知覺服務行為、品牌忠誠度、社會性服務創新、組織靈巧性、共享價值、關係行銷 

In 2015, Taiwan's life insurance penetration once again ranked first in the world with 17.45%, but the actual insured growth rate was only 0.15% higher than that in 2014.It is obvious that Taiwan's life insurance rate has entered a low growth period, also indicating that the Chinese have There is a complete insurance concept,
and the insurance market is quite mature; on the other hand, it means that life insurance companies will have to work harder to develop new policies. Peter Drucker, a management guru, once pointed out that "the purpose of business operations is to acquire and retain the original customers, and the cost of acquiring new customers is much higher than retaining the original customers, and it is much more difficult to impress new customers than the original customers. Therefore, how to accurately understand the needs of customers, strive to retain the original customers, and develop a favorable value for customers and enterprises to create a win-win situation, set company strategy and marketing promotion mechanism, has become a must-have and face problem.
Case A is the longest-established pure foreign insurance company in Taiwan and is also ranked in Taiwan insurance telemarketing leading the brand, but after the new CEO Mr. D arrived in 2017, he found that the past brand strategy did not bring profits and loyalty growth of policyholders.
For the company A, which is mainly based on telephone marketing, the future will be It is undoubtedly worse to continue to re-sell the performance growth momentum of existing customers, and in the face of the domestic financial insurance market to strive for customer competitiveness, the case companies began to think about developing an operating model different from market price competition. In the era of Taiwan's insurance market becoming saturated and diversified in product competition, Company A no longer chooses to maintain its competitiveness through diversified products, but continuously proposes the value of innovative services. Its ultimate goal is nothing more than deepening. The customer relationship, in turn, strengthens the customer's loyalty, retains the existing policyholders, and can also bring new customers to grow, break through the predicament, and achieve the purpose of sustainable business.
This case will lead the trainees through the perspective of the new CEO Mr. D to understand how they can find out the continuous loss of the company's customers, and effectively Identify opportunities for brand competitiveness transformation and the corresponding business strategy in response to the company's existing success model.
This is written according to the teaching case, and the content of the company's leaders or managers, in the shortest time, for the Taiwan consumers generally for the value of insurance, before the settlement of claims, just "seeing; but not used" Pain points, propose innovative services and consider the interests of customers, and strengthen the interaction with customers through the care for customers and the continuous promotion of health care services, so that customers are more satisfied with the company, and then establish customers. Loyalty, implementation case A Company expects the brand mission of “not just an insurance company” to successfully lead the company in brand transformation and bring new business.
The conclusion of this paper can provide enterprises to find a new blue ocean suitable for the company's development in the development (brand) strategy transformation and service innovation. This thesis further explores the customer's perceived service behavior and brand loyalty, social service innovation, organization of dexterous surnames and sharing value.

Keywords: customer perception service behavior, brand loyalty, social service innovation, organization of dexterous surnames , value creation, relationship marketing.

一、中文文獻
1.入山章榮出刊(2014)，現在，頂尖商學院教授都在想什麼，(楚見晴譯)， 經濟新潮社出版，台北市。
2.加里·哈默爾(Gary Hamel)、普拉哈拉德(C. K. Prahalad) (1994 )，《為未來競爭》(Competing for the Future)，哈佛商學院出版社 (Harvard Business School Press) 。
3.本個案A公司內部Nielson Survey 資料彙整報告(2018)，台北市。
4.池文海、季 璐、林 憬、李建志(2014年9月)，銀行保險業務對顧客自發行為之研究，臺灣銀行季刊第六十三卷第三期，頁2。
5.作者／張道宜、責任編輯李念庭(Web only 2018年11月16日)， Cheers 快樂工作人雜誌。
6.作者：彼得‧杜拉克(2017年11月27日)，精讀杜拉克：嚴選「現代管理學之父」最具影響力的10篇大塊文章，(譯者：胡瑋珊;洪慧芳;羅耀宗;李明;周宜芳;侯秀琴;許瑞宋;劉純佑;吳佩玲)，哈佛商業評論出版。
7.林原慶，高齡社會服務創新 向日本取經，(2016年11月29日)，經濟日報。
8.柯惠娟(2007)，壽險業之品牌權益顧客滿意度轉換成本與顧客再購意願之探討，淡江大學企業管理學系碩士在職專班碩士論文，新北市。
9.吳世陽(2012)，服務創新、服務品質、顧客滿意度與顧客忠誠度關聯性之研究-以中華電信 MOD 客戶為例，國立高雄應用科技大學高階經營管理碩士論文，
頁1-5。
10.吳昌憲、陳仕弦(2012)，品牌形象、服務品質、滿意度、忠誠度對再購買意願之影響-以智慧型手機為例，國立虎尾科技大學資訊管理系助理教授 國立虎尾科技大學資訊管理系研究生彰雲嘉大學校院聯盟學術研討會論文，頁5-8。
11.吳宗霖(2006)，從知覺品質及品牌忠誠度來探討消費者對延伸產品購買意願之影響－以行動通訊系統業者的雙品牌客制化手機為例，國立成功大學高階管理碩士在職專班碩士論文，台南市。
12.麥可．波特 Michael E. Porter , 馬克．克瑞默 Mark R. Kramer(2011年1月號) ，贏在商業模式，創造共享價值Creating Shared Value。
13.陳光捷(2017)，拉進健康照護的距離 — iHealh 政昇處方宅配藥局。國立臺灣科技大學MBA碩士班論文，台北市。
14.段禮帆(2017)，房地產新藍海策略 — 打造全房產的信義代銷。國立臺灣科技大學管理研究所EMBA碩士在職專班論文，頁32。
15.紀治興，「社會創新」的迷思，《CUP》2014年4月號，台北市。
16.黃江川(環球科技大學財務金融系)、孫嫚萍、張雅婷 (南山人壽股份有限公司斗六雲融通訊處)(2015 年 12 月)，本國與外商保險公司獲利能力影響因素之探討，財金論文叢刊第二十三期 ， 頁66-77。
17.張吉瑞 (2018)，企業價值創新傳承與轉型之探討~以A紡織公司為研究對象。
國立臺灣科技大學財務金融所EMBA碩士在職專班論文，台北市。
18.熊珊琪(2010)，金融海嘯後保誠人壽經營策略的個案分析。淡江大學企業經營碩士在職專班論文，新北市。
19.鄭夙芬;鄭期緯;紀孟君;林思汝(2016年 6月)，社區福利服務中的社會創新--以社區照顧關懷據點為例，社區發展季刊154 期。
20.曾倫崇、章玉如(2012)，顧客知覺品質、體驗價值、滿意度與忠誠度關係之研究－以高雄、台南地區飯店為例。嘉南藥理科技大學休閒事業管理研究所碩士論文，台南市。
21.論語《學而》篇、《為政》篇。

二、英文文獻
1.Aaker, D. A., (1991), Managing Brand Equity, The Free Press, New York, NY.
2.Biel, A. L, (1992), How brand image drives brand equity. Journal of Advertising Research, 32(6), 6.
3.Bhuian， S. N., (1997),“Marketing Cues and Perceived Quality： Perceptions of Saudi Consumers Toward Products of The U.S. ， Japan ， Germany， Italy， U.K. and France.” Journal of Quality Management 2， no.2 ： 217-235. Cardozo.
4.Bigne. J. E., Sanchez M. I., & Sanchez J., (2001), Tourism image, evaluation variables and after purchase behavior：Inter-relationship. Tourism Management, 22(8), 607-616.
5.Bolton, Ruth N. and James H. Drew., (1991), "A Multi-Stage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, 17 (4), 375-384.Swiss Re Sigma Report.
6.Bolton, R. N.,(1998), A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction. Marketing Science, 17(1), 45-65.
7.Chaudhuri, Arjun and Morris B. Holbrook., (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Loyalty”, Journal of Marketing, 65, pp. 81-93.
8.Chen, C. F., & Chen, F. S., (2010), Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
9.Cronin, J. J. Jr., Brady, M. K., and Hult, G. T. M. ,(2000), “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral Intentions in service environments,” Journal of Retailing, 76(2), 193-216.
10.Crosby, L. A., Evans, K. R. and Cowles, D.,(1990), “Relationship quality in services selling: An interpersonal influence perspective,” Journal of Marketing, 54(3), 68-81.
11.Dawn Dobni and George M. Zinkhan., (1990) ,"In Search of Brand Image: a Foundation Analysis", in NA - Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT : Association for Consumer Research, Pages: 110-119.
12.Dodds, B. W., K. B. Monroe, and D. Grewal., (1991), Effect of Price, Band, and Store. Information on Buybers Product Evaluation, Journal of Marketing, Research , 28(3) , pp.307-319.
13.Drucker, F. Peter., (2002), “The Discipline of Innovation”, Harvard Business Review, Vol.80, No8, pp. 95-103.
14.Frederick, F., Reichheld, and Phil Schefter., (2000), E-Loyalty, Harvard Business Review July-Aughst, 105-113.
15.Garvin，D. A.,(1983),“Quality on the Line.”Harvard Business Review 61： 65-75.
16.Gary Armstrong, Philip Kotler., (June 2000) , MARKETING: AN INTRODUCTION., Prentice Hall,.
17.Gllouj, F., (2002), Innovation in service and the attendant old and new myths. Journal of Socio-Economics, 31(2), 137-154. Garcia, R., & Calantone, R., (2002), A critical look at technological innovation typology and innovativeness terminology: A literature review. Journal of Product Innovation Management, 19(2), 110-132.
18.Hawker, C., Frankland, J., & Southampton., R. f.,(2012), Theoretical trends and criteria for innovative service practices' in social services within the EU. Retrieved from INNOSERV, University of Southampton:
19.Hellier Aaker， D. A., (1991),“Building Strong Brands，Brandweek 36， New York.”， no.37：28-32.
20.Hellier，P. K.，G. M. Geursen.，R. A. Carr.，and J. A. Rickard., (2003),“Customer Repurchase Intention：A General Structural Equation Model.” European Journal of Marketing no.37：1762-1763.
21.James, M., (1970), Correlates of Brand Loyalty: Some Positive Results. Journal of Marketing Research, 7: 67-76.
22.Josee Bloemer, Ko de Ruyter and Martin Wetzels., (1999), Linking perceived service quality and service loyalty：a multi-dimensional perspective European Journal of Marketing 33,11/12.
23.Keillor, B. D., Parker, R. S. and Pettijohn, C. E., (1999), “Sales force performance satisfaction and aspects of relational selling: Implications for sales managers,” Journal of Marketing Theory and Practice, 7(1), 101-105.
24. Keller, K. L. (2001)。 品牌管理 （Strategic brand management: Building, measuring, and managing brand equity）（吳克振譯）。台北市：華泰文化。（原作 1998 年出版）
25.Keller, K. L. (2008)。 策略品牌管理 （Strategic brand management: Building, measuring, and managing brand equity）（徐世同譯）。台北市：華泰文化。（原作 1998 年出版）
26.NEJM Catalyst Article · January 1, 2017.
27.Oliver, R. L., (1999) ,Value as excellence in the consumption experience. Chapter 2 in the “Consumer Value” 21.
28.Porter, M., (1985), Competitive Advantage: Creating and Sustaining Superior Performance, New York, YK: Free Press.
29.Porter, M; and Kramer., (Jan-Feb 2011), M ”Creating Shared Value”, Harvard Business Reviewp.62-77.
30.Reichheld, Frederick F., Boston: Bain & Company, Inc., (1996), Review of “The Loyalty Effect”
31.So Yon Lee, James F. Petrick & John L. Crompton., (2007), The Roles of Quality and Intermediary Constructs in Determining Festival Attendees’ Behavioral Intention. Journal of Travel Research 45(4), 402-412.
32.Szybillo, G. J., & Jacoby J., (1974), Intrinsic versus extrinsic cues as determinants of perceived quality. Journal of Applied Psychology, 59 (February), 74-78.
33.Tran, T. T., (2006), “A Conceptual Model of Learning Culture and Innovation Schema”, Competition Forum, 4, 1, ABI/INFORM Global, 116-124.
34.Valarie A. Zeithaml, Leonard L Berry, A. V., (April 1996), Parasuraman's scientific contributions., The Behavioral Consequences of Service Quality Article in Journal of Marketing 60(2) ·
35.Van der Ven, A. H., (1986), Central problems in the management of innovation. Management Science, 32(5), 590-607.Westley.
36.Zeithaml, V. A., (1981), “How consumer evaluation processes differ between goods and services,” Marketing of Services, 9(1), 25-32. 78.
37.Zeithaml，V. A., (1988), Consumer Perceptions of Price，Quality and Value：A Means-End Model and Synthesis of Evidence. Journal of Marketing，52(2). 2-22.
38.原著Frederick F. Riechheld., (1999), 顧淑馨譯(1999)。The loyalty effect：the hidden force behind growth, profits, and lasting value.

三、參考網站
1.維基百科A公司簡介：https://zh.wikipedia.org/zh-tw
2.智庫百科 世界最大保險醫療金融公司之一：https://wiki.mbalib.com/zh-tw
3.新光人壽-我國人壽保險市場的現況和展望，(2013年10 月 19日) ：
http://www.fmba.fcu.edu.tw/wSite/publicfile/Attachment/f1382518330524.pdf
4.NEJM Catalyst What Is Value-Based Healthcare? (Article · January 1, 2017) ：
https://catalyst.nejm.org/what-is-value-based-healthcare/
5.發行人：林寬裕 (2016年8月)，品牌意象、服務品質、知覺價值與忠誠度關係之研究—以新北市公有博物館舍為例.pdf，新北市政府文化局：https://www.culture.ntpc.gov.tw/files/file_pool/1/0g358600647595107175/)，頁7-8
6.scrapbase.部落格(2017年9月11日)，台灣人瘋保險 每人平均2.4張保單：https://scrapbase.blogspot.com/2017/09/24.html
7.Course Hero According to mills and morris 1986 insurance must：
https://www.coursehero.com/file/p4uk48e/According-to-Mills-and-Morris-1986-insurance-must-continually-invent-new/，36 - 40
8.Wikipedia：https://en.wikipedia.org/wiki/Michel_van_der_Aa
9.|ETtoday保險|ETtoday新聞雲(2017年6月3日19:57)創新高！國人年花近14萬買保險：https://www.ettoday.net/news/20170603/937669.htm
10.梁正德(無日期)，台灣保險業之發展現況與展望：http://www.nlia.org.tw/doc/62/6204.pdf
11.撰文／劉麗惠，共享價值，贏的關鍵思維：http://www.ieatpe.org.tw/magazine/ebook312/b0.pdf
12.個案A公司官網
13.財團法人保險事業發展中心 保險業公開資訊觀測站：
http://ins-info.ib.gov.tw/customer/announceinfo.aspx