在現代金融社會中，壽險業是具有高度專業性的行業。在以顧客為導向的行銷時代，消費者需求倍受重視，企業除重視將最佳的服務提供給顧客外，更應注意如服務失誤產生時，應如何補救，且適當的服務補救與信任重建可以修復顧客的滿意度。 本研究採問卷調查法，以國泰人壽嘉義地區客戶為研究對象，並採spss軟體做為統計分析工具，針對樣本資料做因素分析、信度分析、描述性統計、T檢定分析、單因子變異數分析、相關分析及迴歸分析等；經統計分析後發現，服務失誤對消費者有一定程度的負面影響，但可藉由補救措施與信任重建來降低消費者不滿意度程度，甚至可將負面影響轉變為正面滿意度。對壽險公司的建議是重視顧客心理層面感受，建立完善溝通管道，有效落實補救程序及維持長期信任關係。 In modern financial society, the life insurance has high professional business. With the coming age of the customer-oriented marketing occasion, consumer demand is much emphasized, and in the corporate emphasis on how to provide the best service to customers, the more attention on service failure, how to make amends because when service failures arise, the appropriate service recovery and trust rebuilding can be restoration of the customer satisfaction. This study used questionnaires to investigate the Cathaylife Insurance Corporation in Chiayi area customers as the research object, and adopted as a statistical analysis tools-spss software for sample to do factor analysis, reliability analysis, descriptive statistics, T test analysis of variance analysis, correlation analysis and regression analysis; Through statistic analyses, it is found that service failures have certain degree of negative influence on consumers; however, consumers’ dissatisfaction degree can be reduced through service recovery and trust rebuilding; even negative influence can be changed into positive satisfaction. The suggestions for life insurance company are: value the psychological feeling of the customer, establish faultless communication channels, effective implementation of recovery procedures and maintain long-term relationship of trust.
