壽險業務員人格特質與業務績效關聯性研究

保險事業發展中心統計出台灣的保險滲透度全球排名第二，等於平均每位台灣人就有2.4張壽險保單，今日購買保單的通路也非常多元化，但是壽險公司的傳統業務通路還是佔大多數購買人的考量之一。現在的壽險業務員必須合理且專業的為客戶做需求分析。壽險業務員所表現出來的人格特質，都與客戶是否購買有絕對的關係。研究以台北市多家壽險公司的業務員為研究對象，研究壽險業務員人格特質與業務績效及壽險業務員需要具備的人格特質。用SPSS統計軟體對回收問卷之結果做分析與討論，首先對問卷回收概況與樣本資料作描述，再對正式問卷之問項進行信度檢驗，最後將呈現研究假設之驗證，研究發現:人格特質情緒穩定性、親和性、自尊心、對於業務績效的表現較為優秀，而人口背景統計又以高年資及年齡較高者的業務績效較高。由此可知業務績效優秀的壽險業務員多是情緒穩定性、親和性、自尊心與高年資及年齡較高者，可納為壽險公司在人才培育考量之一，而最後的性別並無特定關係。

關鍵字

人格特質；壽險業務員；年資；年齡

並列摘要

The Taiwan Insurance Institute research shows that the penetration rate of insurance market in Taiwan is the second largest in the world and an average 2.4 life insurance policies per citizen in Taiwan. Although there are so diverse channels to buy insurance policies nowadays, the traditional agent channel is still one of the most important. Now the life insurance agents must process demand analysis for customers reasonably and professionally. The obvious personality traits of agent relate so much to the buying decision customer making. This study investigated some life insurance companys’ agents in Taipei and discussed the correlation between personality traits and sales performance. The valid questionnaire were analyzed and discussed with SPSS software. First, the recovery rate and sample data of are described, then the reliability test is performed, and finally the research hypothesis is present. The study found that the agent’s personality traits including emotion stability, affinity, self-esteem relate positively to sale performance. The background statistics show strong correlation between seniority, age and sale performance as well. Gender, on the other hand, has no relation. In conclusion, the senior or aged agents with better emotional stability, affinity and self-esteem may be considered as life insurance company’s talents.