壽險公司銀行保險的行銷資源與服務品質對促銷活動之影響

台灣在長期低利率環境下，銀行通路具有客戶、成本、通路等絕對優勢，銀行保險業務快速發展，在市場主要壽險公司競爭下，新契約保費收入差距不大，若是在銷售策略和行銷資源上稍做改變，增加總行促銷活動意願，將有助於提升經營績效。本研究以制訂銀行商品銷售策略之Product Manager(PM)和PM主管為對象，探討壽險公司銀行保險的行銷資源與服務品質對滿意度和促銷活動之影響，回收76份有效問卷，資料分析結果:1.行銷資源「獎勵面」、「贊助面」與通路滿意度有顯著正向關係。2.服務品質「推廣面」、「行政面」與通路滿意度有顯著正向關係。3.行銷資源「獎勵面」與促銷活動之「商品主推」有顯著正向關係。4.行銷資源「獎勵面」、「贊助面」與促銷活動之「商品曝光」有顯著正向關係5.服務品質「推廣面」、「訓練面」與促銷活動之「商品主推」有顯著正向關係。6.服務品質「推廣面」、「訓練面」與促銷活動之「商品曝光」有顯著正向關係。

關鍵字

銀行保險；服務品質；滿意度；促銷活動

並列摘要

There is low interest rate in the long term.Because of banks have absolutely advantage in client,cost and channel.bancassurance grew up very soon in competitive market of major insurance company.New premium income have only a little gap.If the insurance company changes sale stratage and marketing resource,increasing banks promote insurance products.It will rising corporate performance. This study investigated product manager and lead of product manager,who set and implement the product sale stratage and collected 76 effective questionnaires.The papper discusses marketing resource and service quality affecting distribution channels' promotion activities in bancassurance.The analysis results showed that :(1)”reward” and “sponsorship” of marketing resource are positively correlated with the channels' satisfaction. (2)”promotion” and “administrative” of service quality are positively correlated with the channels' satisfaction.(3)”reward” of marketing resource are positively correlated with the “major sales” of promotion activities.(4)”reward” and “training” of marketing resource are positively correlated with the “product exposure” of promotion activities.(5)” promotion” and “ training” of service quality are positively correlated with the “major sales” of promotion activities. (6)” promotion” and “ training” of service quality are positively correlated with the “ product exposure” of promotion activities.