- 學位論文
銀行品牌信任及銀行行員信任對再購買人壽保險公司其它產品意願及續約意願影響-以人壽保險品牌信任為中介
Intention of Repurchasing and Renewing Life Insurance Company’s Products based On the Bank Brand Trust and Bank Officer Trust – Life Insurance Company Brand Trust as the Intermediary
摘要
民國98年1至11月台灣地區人壽保險公司透過銀行通路所銷售的保險保費已經達5,066億並且佔整體人壽保險業之 62.5％初年度保費收入，因此銀行已是人壽保險業的最大通路。因此依據銀行品牌信任、人壽保險品牌信任及銀行行員信任的概念，探討銀行保險顧客對於銀行品牌、銀行行員及人壽保險品牌的信任對再購買人壽保險公司其它產品意願及續約意願之關係。研究經文獻探討及問卷實證分析後，確認銀行保險顧客對於銀行行員的信任會正向影響其再購買人壽保險公司其它產品意願及續約意願，對人壽保險公司的信任會正向影響其再購買人壽保險公司其它產品意願及續約意願。這結果鼓勵人壽保險公司建立讓顧客可以信任的品牌及訓練員工成為可以讓顧客信任的銷售人員。
並列摘要
From January to October in 2009, the life insurance company of Taiwan had already sold 506,600 million insurance premiums through banks. This amount seized the 62.5% of the first year premium income of the whole life insurance companies. Therefore, banks are the largest selling channel for the life insurance companies. This research based on the concept of the Bank Brand Trust and the Bank Officer Trust to discuss the relationship between the trust of the bank brand, the bank office and the life insurance company brand and the intention of policyholders to repurchasing/renewing the insurance company’s other products. After studying and analyzing by literatures and questionnaire, this research confirmed that the trust of the bank officers will influence the bancassurance customers to repurchase/renew the life insurance company’s other products. The trust of the life insurance company brand will influence the bancassurance customers to repurchase/renew the life insurance company’s other products. This result encourages the insurance company to build up a trustable brand and train their employees become trustable salespeople for customers.