壽險業電話行銷之購買行為研究

電話行銷通路在壽險市場上的應用已相當普遍，倘若能夠更加瞭解潛在客戶或既有客戶的屬性、購買行為或喜好，將有助於在競爭的保險市場中勝出。本研究以S 壽險公司為研究對象，蒐集S壽險公司的三年電話行銷成交資料來做分析，輔以與銷售、管理或訓練人員訪談、訓練教材或產品介紹資訊，以得知保戶輪廓與市場的狀況。並依此論文結果可作為未來銷售方向規劃的參考。本研究針對經由電話行銷通路銷售成交的客戶性別、年齡、首次/再次購買、年保費、保單類型、險種等資訊做基本分析、交叉分析與統計。本研究發現，電話行銷人員的每人平均保單銷售數量有逐年下降的趨勢。前20%產值的電話行銷人員的總產值達公司總產值的60%以上，而個別保戶對於S壽險公司的營收貢獻度來說差異不大。從研究結果可得知電話行銷通路與傳統保險業務員行銷通路的研究結果不同，男性較能接受於電話行銷通路購買保險，亦較願意再次於電話行銷通路中購買保險，且以年齡31~40歲族群占較多數…等。並依據分析資料，針對管理人員與電話行銷人員提出相關建議。

關鍵字

電話行銷；人壽保險；個案研究；購買行為

並列摘要

In the insurance industry, telemarketing is a widely used direct marketing channel. Knowing who the current and potential customers are, what benefits they seek and obtain from your product, and how much they are willing to pay enables managers to explain and predict performance of the company in increasingly turbulent markets. The object of the study was S Life Insurance Company. In this study, data were collected through telemarketing transactions over a three-year period. Training materials, product information and unstructured conversational interviews with telemarketing agents, trainers and managers were also utilized in order to create a customer profile looks like. The results of the study can be used as future reference for managers in devising marketing plans. The quantitative data of telemarketing transactions with respect to gender, age, new or existing customers, annual premiums, amd type and product of life insurance were gathered for analysis and statistical purposes. The findings indicate that the average number of life insurance sales per telemarketer has been declining over the past three years. More than 60 percent of sales is made by 20 percent of the telemarketers. There is no significant difference between the contributions of individual customers. Apart from traditional agent sales channels, it appears that males are more likely to purchase insurance products through telemarketing channels. They are also more likely to make additional purchases, especially those in the 31–40 age range. Based on results from the study, we also provide several suggestions to managers and telemarketers.

並列關鍵字

Telemarketing ； Life Insurance ； Case Study ； Purchasing Behavior

參考文獻

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[10] 程平凡，「消費者生活型態及人格特質對人壽保險購買決策影響之分析」，淡江大學保險學系研究所碩士論文，2009。

[1] 吳玲慧，「業務員與顧客性別、年齡、職業對偶關係對保險再購之影響」，國立台北大學企業管理學系研究所碩士論文，2009。

[12] 黃瑰秋，「以電話行銷促成成功約訪與成交之研究-以壽險行銷為例」，朝陽科技大學保險金融管理系碩士，2009。

[19] Ching-Hsue Cheng & You-Shyang Chen, "Classifying the Segmentation of Customer Value via RFM Model and RS Theory," Expert Systems with Applications 36, 2009, pp. 4176-4184.

國際替代計量

壽險業電話行銷之購買行為研究

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