自我效能、激勵制度對房貸壽險銷售績效影響之研究 —以C銀行為例

A Study on the Impacts of Self-efficacy and Incentive Scheme on Mortgage Life Insurance Sale Performance- A Case Study of C Bank

莊惠雯(Hui-Wen Chuang)

指導教授 ： 張婉玲

朝陽科技大學/管理學院/保險金融管理系/碩士(2020年)

摘要

保險業與及銀行業金融商品業務結合，銀行房貸壽險銷售人員是銀行業面對房貸的第一線人員，亦是銀行業近幾年來創造營收的主要來源。銀行如何增加房貸壽險之銷售績效，則是本研究欲探討之因素。本研究以C銀行人員為研究主體，分別探討自我效能與激勵制度對房貸壽險銷售績效之影響，及激勵制度在自我效能與房貸壽險銷售績效之間的干擾效果。
本研究採用問卷調查法，針對Ｃ銀行行員中區(台中、彰化、南投)進行比例取樣，共發放355份問卷，回收297份有效問卷，有效問卷回收率83.6%。問卷回收後以獨立樣本ｔ檢定、單因子變異數分析和層級回歸分析等方法驗證本研究所提出之假設模型。
研究結果證實自我效能對銀行房貸壽險銷售績效有正向影響，內在及外在激勵制度對銀行房貸壽險銷售績效有正向影響，但激勵制度在自我效能對銀行房貸壽險銷售績效之間不具干擾效果。最後並提出實務與學術的相關建議。
關鍵字：自我效能、激勵制度、房貸壽險銷售績效

關鍵字

自我效能 ； 激勵制度 ； 房貸壽險銷售績效

並列摘要

The insurance industry is integrated with the banking industry's financial commodity business. Bank mortgage life insurance sales personnel are the first line of personnel in the banking industry to face mortgages. It is also the main source of revenue for the banking industry in recent years.How banks increase the sales performance of mortgage life insurance is the purpose of this study.This study takes the employees of Bank C as the research object to discuss the effect of self-efficacy and incentive system on the sales performance of mortgage life insurance, and the interference effect of the incentive system between self-efficacy and the sales performance of mortgage life insurance.

In this study, a questionnaire survey method was adopted to conduct proportional sampling on Bank C employees Taichung, Changhua, and Nantou. A total of 355 questionnaires were distributed, 297 valid questionnaires were recovered, and the effective questionnaire recovery rate was 83.6%. After the questionnaire was recovered, the hypothesis model proposed by this study was verified by independent sample t test, single factor variance analysis and hierarchical regression analysis.

The results of the study indicate that self-efficacy has a positive effect on the sales performance of mortgage life insurance, internal and external incentive systems have a positive impact on the performance of mortgage life insurance sales. However, the incentive system has no interference effect between self-efficacy and sales performance of mortgage life insurance. Finally, put forward practical and academic suggestions.
Keyword：Self-efficacy, Incentive system, Performance of mortgage life insurance

並列關鍵字

Self-efficacy ； Incentive system ； Performance of mortgage life insurance

參考文獻

一、中文部分

工商時報（2019）。房貸壽險漸風行，占比約5成。線上檢索日期：2019 年 10 月 26日，取自https://www.chinatimes.com。

中華民國人壽保險商業同業公會網站，歷史資料查詢。（2019）壽險業績統計，線上檢索日期：2019 年 10 月 26 日，取自 http://www.lia-roc.org.tw。

賴信榮（1996）。員工激勵誘因，產業金融季刊，第92期，頁87-95。

卓俊雄與曾耀鋒（2013）。房貸壽險實務運作與相關法律問題之探討，東海大學法學研究，第40期，頁129-182。