企業導入行動App應用個案分析與探討──以金融保險業為例

A Case Study on the Implementation of Mobile Applications (Apps) for Insurance Industry in Taiwan

隨著智慧型手機與平板電腦等行動科技的蓬勃發展，行動應用程式（App）的創新應用發展已成為許多產業所重視的焦點，許多企業透過導入App來提昇經營績效或強化客戶服務。App應用不僅可以拉近與潛在消費者的距離，更可提昇企業的競爭優勢。近年來，保險金融業已有許多企業採用行動App應用於經營策略上，例如：導入App後業務員可以更有效率地完成交易、提供多樣化的資訊給消費者參考，而顧客亦能透過App應用瞭解企業的產品、服務、活動等各種資訊。本研究主要目的在於探討企業導入行動App應用對企業經營各層面之影響，研究採用個案研究方法，共計訪談四家已導入App應用的金融保險業之企業主管瞭解企業實際導入App之狀況與經驗，並進一步探討企業導入App應用對各個經營層面之影響，包括人資面、績效面、顧客面及企業形象面。本研究根據個案分析與研究結果共推導出十四項重要之研究發現，此研究分析結果與研究發現可以提供企業實務界做為未來導入App應用之重要參考。

With the rapid development of smart phones and tablets as well as other mobile technology, the innovative development of mobile application (app) has become the focus of attention of many industries. Many companies improve business performance or enhance customer service by implementing mobile applications. Mobile applications can not only narrow the distance between businesses and potential customers, but also enhance the competitive advantages of enterprises. In recent years, some insurance enterprises have been used mobile applications to business strategies, such as sales can use mobile apps to complete the transactions more efficiently, providing a variety of information to consumers for reference, and the customer can further understand the various products, services and activities through the mobile apps. The main purpose of this study is to explore the impact of implementing mobile applications on business operations in insurance industry. This study further adopted the case study method and a total of four executives’ interviews have been conducted to understand the actual status and experience of implementing mobile apps for these enterprises. Four important perspectives relating to the business operations are considered including the human resources, performance, customers and corporate image. A total of fourteen research findings based on case study analysis are found that can provide business practitioners for important reference in the future.