保險業務員透過職域行銷發展業績之現況-以T保險公司為例

目前台灣壽險業市場主要還是由保險業務員為主要保險商品銷售通路，但因為團體保險的保費低、佣金少、無利潤等因素，使得大多數的保險業務員較少觸碰團體保險，卻也因此降低接觸潛在客戶的機會，而這些也可能與內在個人特質和外部保險業者所提出的激勵制度的認知有關，因此本研究依據研究背景與動機，提出兩點具體研究目的：(一)探討不同保險業務員個人基本資料對個人特質、激勵制度的認知、潛在客戶接觸點的差異性。(二)探討個人特質與激勵制度的認知分別對潛在客戶接觸點的影響性。本研究採用問卷調查法，以T保險公司所劃分的兩個事業單位之保險業務員為問卷調查對象，並參考相關研究者所發展的量表以及研究者本身的工作經驗做為問卷設計基礎，再進一步考量到保險業特性來發展本研究個人特質、激勵制度的認知與潛在客戶接觸點之問卷題項與內容，之後再針對三位業一和業二主管進行訪談，最後根據訪談結果與問卷調查結果進行再次交叉驗證，藉此增強研究結果的信效度。本研究共發出220份問卷，有效問卷220份，有效問卷比例100%，研究結果發現：(一)不同「個人基本資料」的保險業務員對「個人特質」有部分顯著差異。(二)不同「個人基本資料」的保險業務員對「激勵制度的認知」有部分顯著差異。(三)不同「個人基本資料」的保險業務員對「潛在客戶接觸點」沒有顯著差異。(四)個人特質與激勵制度的認知分別對潛在客戶接觸點有顯著影響。(五) 團體保險對業二增加個人險業績有正面的幫助。

關鍵字

團體保險；職域行銷；個人特質；激勵制度；潛在客戶接觸點

並列摘要

In nowadays, Taiwan’s Insurance market is still mainly focused on insurance solicitors as the primary sales channel for the insurance product. However, due to low insurance premium, low commission, and unprofitable, most insurance solicitors chose to steer clear of group insurance and therefore decreased the chance to develop potential clients. This result also probably has something to do with the intrinsic character traits and the motivational system from the insurance company, which the study has provided two concrete research purposes based on research background and motives: (1) To discuss the differences between different insurance solicitor profiles in character trait, motivational system, and the contribution for developing potential client; (2) To discuss the influence of character trait and motivational system in the contribution for developing potential client individually. The study applied questionnaire survey as the research method, and used insurance solicitors from two business units which divided by T insurance company as the research subjects. The questionnaire design is constructed by relevant researchers’ chart and researcher’s own personal work experience, while at the same time, this study also took the specialty of insurance industry into consideration and developed the questions and content in character trait, motivational system, and the contribution for developing potential client. Consequentially, the researcher conducted interviews separately from three supervisors in business unit one and business unit two and did the cross-examine again based on the results of the interview and questionnaire surveys, to reinforce the credibility of the conclusions. A total of 220 questionnaires were issued. 70 valid questionnaires were collected, and the effective questionnaire recovery rate was 100%. The research conclusions are as the following: (1) There is a significant difference toward “Character Trait” in part of insurance solicitors between different “Basic Personal information”. (2) There is a significant difference toward “Motivational System” in part of insurance solicitors between different “Basic Personal information”. (3) There is no significant difference toward “the Contribution for Developing Potential Client” in insurance solicitors between different “Basic Personal information”. (4) Character Trait and Motivational System have significant influence individually toward the Contribution for Developing Potential Client. (5) Group insurance has shown a more positive result for the personal sales performance in business unit two.