企業形象、互動品質、促銷活動對銷售意願的影響－以某人壽之銀行通路為例

The Effects of Corporate Image, Quality of Relationship Management, and Marketing Campaigns on Consumer Behavior-Using the Bancassurance Channel of an Insurance Company as an Example

黃義俊(Yi-Chun Huang) ； 張天賜(Tine-Tzu Chang)

《商業現代化學刊》 5卷4期 (2010/09) Pp. 19-41

https://doi.org/10.6132/JCM.2010.5.4.02

摘要

2010年首季壽險業的新契約保費中，近七成來自於銀行通路，銀行保險通路儼然已成為未來壽險產業最重要的行銷管道。本研究利用服務金三角的架構，以企業形象、互動品質與促銷活動等三項因素，探討壽險公司在銀行通路的消費者（即銀行理財專員），對壽險商品再售意願的影響。本研究採問卷調查法，從330份有效問卷中，研究發現：1.企業形象對銷售意願呈正向影響；2.互動品質對銷售意願呈正向影響；3.促銷活動對銷售意願呈正向影響。本研究提出一些管理實務上的建議：1.壽險公司應強化企業形象，以提升銀行理專對顧客銷售產品的口碑；2.建議培養優秀行銷經理，提升互動品質以贏得銀行理專的好感與信賴；3.建議壽險公司應不定期推出價格性與非價格性的促銷活動，以促進銀行理專銷售動機，並進一步提高銷售績效。期望本研究能對壽險公司銀行保險通路之銷售意願有所助益。

關鍵字

保險金融 ； 企業形象 ； 互動品質 ； 促銷活動 ； 再銷售意願

並列摘要

There are 70% amounts of new insurance spremiums came from bank channels for the bancassurance in first quarter of 2010. Therefore, bank channels have become, and will continue to be, the most important insurance channel. Using the 3-pillar service model, this paper proposes three factors, i.e., corporate image, interactive relationship and marketing campaigns to investigate Financial Consultants' reselling intention for insurance merchandise.This study adopts the questionnaire survey methods, there are 330 valid sampling, the results show that, first, corporate image has significantly positively affect reselling intention. Second, interactive quality has significantly positively effect reselling intention. Third, marketing campaigns have significantly positively influence reselling intention. This study proposed some suggestions from practices viewpoints, firstly, insurance industries should reinforce corporate images to improve sales efficiency. Secondly, to train and develop the superior sales managers maintain interactive quality and to build trust with Financial Consultants for bank channels. Thirdly, to perform marketing campaigns, either price related or not, to improve reselling intentions of Financial Consultants for bank channels. Hopefully, these findings and suggestions can provide some operation references for the bancassurance.

並列關鍵字

Bancassurance ； Corporate image ； Interactive quality ； Marketing campaigns ； Reselling intention