透過銀行理專或壽險業務員購買人身保險 消費之比較分析—以大台北地區為例

Consumer Behavior Study with Bancassurance and Traditional Agency Channel---Customers on North of Taiwan as an Example

顏呈芬(Cheng-Fen Yen)

指導教授 ： 林麗銖

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00072

摘要

近年來，保險業的競爭愈來愈白熱化，業者無不在行銷通路上絞盡腦汁以開拓更多的行銷通路，銀行保險業務自此誔生。近幾年來已成為台灣金融與保險業競相爭取的市場。所有銀行理專及壽險公司業務員都將面臨空前的競爭及挑戰。
本研究目的有下列四點：一．銀行及壽險公司，如何加強自己的優勢，以獲得消費者青睞。二．研究消費者在購買保險時選擇通路的考慮因素，期能供銀行及保險公司，做為改革的參考。三．透過研究消費者的消費行為、喜好及其需求，提供銀行及保險公司做為新產品的研究和設計的方向。四．提供銀行理專及保險業務人員服務客戶的參考。
本論文研究對象是以大台北地區居民（台北市與台北縣）為主。共計發出510份問卷，實際回收463份，其中有效問卷共計412份。問卷回收後，則利用Microsoft Office Excel與SPSS10.0 中文版將蒐集的資料加以編號與處理，透過相關統計分析。主旨在探討消費者在這麼多銀行和保險公司，是如何挑選？消費者透過銀行理專或壽險公司業務員投保時的消費行為及滿意度做研究分析。
最後依實證結果提出八點結論及三點建議，分別為：一．對銀行理專及壽險公司業務員的建議。二．對銀行業的建議。三．對保險業的建議。

關鍵字

銀行保險

並列摘要

The competition among insurance industry, within these few years is just getting keener and keener. All of the attendants all make their utmost effort to explore more sales channels, for the sake, banking insurance has started, and has become the main approach for Taiwanese banking and insurance companies. All Bancassurance & sales people at insurance company had confronted incredible competition and challenge.
There’re four major subjects for this study:
1) How do banks & insurance company to enhance their own advantage to acquire consumers?
2) To study the main concern while customers buy their insurance, in order to give the reference for improvement.
3) To provide bank & insurance companies direction for studying and designing new products in terms of studying consumers’ behavior, desire & requirement.
4) To provide bankassurance and insurance sales people the reference
of serving customers.
This article had released in total 510 questionnaires to the citizen of Taipei city and Taipei suburbs. 463 questionnaires were collected back, and among this collection, 412 was proofed to be effective. After collecting back questionnaires, they were processed by Microsoft Office Excel & SPSS10.0 Chinese version to numberize and summarized. By going through the statistics & analysis, it gives the reference of how consumers could choose the adequate service party among so many bank and insurance companies. At the same time, it gives the analysis about the satisfaction & consumers behaviors while consumers insured from bankassurance or insurance company.

Finally it has come up with eight conclusions and three suggestions, respectively as
1)The suggestion to bankassurance and insurance sales people.
2)The suggestion to bank industry.
3)The suggestion to insurance industry.

並列關鍵字

Bancassurance

參考文獻

4、 Dennis W. Goodwin，Life and Insurance Marketing，Atlanta: Life Office Management Association，Inc.1998，P83。

1. Swiss Reinsurance Co. 網站

一. 中文

1. 方世榮譯（1999），行銷管理學，台北: 台灣東華書局. 譯自Philip Kotler （1999），Marketing Management，10th ed.

2. 方世榮 （1996），行銷學，台北:三民書局