影響理財專員保險業績之因素探討

A Study on Financial Advisors' performance of insurance

藍永芳(Yung-Fang lan)

指導教授 ： 郝充仁

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00636

摘要

隨著全球經濟發展與社會型態轉變，台灣壽險業行銷通路出現了多元行銷通路；初期保險公司以自家的業務部隊及傳統保經代通路為主，隨著金融知訊發達及消費者知識水平的提昇，消費者對保險商品接受度越來越高，使得銀行保險通路快速發展；在去年度新契約保費收入中，銀行通路占比首度超過50%達到57.1%，顯示銀行通路對壽險業未來將扮演舉足輕重角色。
本研究以國內C銀行之理財專員為研究對象，採用問卷調查的方式探討影響理財專員保險業績之因素。
本研究共發出260份問卷，回收225份有效問卷，有效回收率為86.54%，並將問卷回收資料以統計軟體SPSS進行敘述統計與實證分析。
研究結果顯示:
一、不同的激勵活動對保險業績推展有顯著差異。
二、不同的人格特質對保險業推展有顯著差異。
三、不同的人格特質對激勵活動有顯著差異。
四、不同的人口統計變數與協銷訓練與售後服務會因「年齡」、「教育程度」及「銀行工作年資」而有顯著差異。
五、不同的人格特質對協銷訓練與售後服務有顯著差異。

關鍵字

理財專員 ； 銀行保險 ； 激勵活動 ； 人格特質

並列摘要

With the global economic development and changing social structures, there are now multiple marketing channels for the Taiwanese insurance sales; startup insurance companies rely on their in house sales team and traditional Insurance Agent to make their sales. Consumers are more likely to accept insurance products as financial information becomes more easily accessible and consumer’s understanding of the industry grows; this results in rapid growth of banks’ insurance sales. Of the premium income from new insurance policies last year, the income from bank channels has reached 57.1% of all channels, exceeding 50% for the first time, largely surpassing that of insurance agents. This new record also indicates that banks will play a major role in the insurance industry.
The data in this study was collected from financial consultants of C-bank. In this study,260 questionnaires were sent out, and a total of 225 effective questionnaires were returned, a return rate of 86.54%。
According to data analysis, the following findings are concluded in this study:

1. Different Motivation Activities have significant impact on the sales of insurance products.
2. Different personality traits have significant impact on the sales of insurance products.
3. Different personality traits has significant impact on the effectiveness of motivation activities
4. Different demographic variables, co-marketing training and after-sales service will vary significantly due to "age", "education level" and "bank working capital".
5. Different personality traits will have significant impact on co-marketing training and after-sales service.

並列關鍵字

Financial Consultant ； Bancassurance ； Motivation ； Personality trait

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