業務員與顧客性別、年齡、職業對偶關係對保險再購之影響

Sales and customer gender, age, occupation of the dual relationship for Re-purchase intent

吳玲慧(Lin-Hui Wu)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

本研究旨在探討業務人員和顧客之間在一對一的服務關係情境下，是否有「物以類聚」或「同性相斥」的現象產生。而這些現象是否會影響到其再購之行為。為此議題本研究以保險業務人員與顧客雙方之性別、年齡、職業對偶關係做為探討其對保險再購之影響。
本研究採用類似普查的方式，以個案壽險公司3個月新承保之再保險單據，共51,653件再保新單，進行量化之研究。獲致結論如下：
1.業務人員為女性者，其所服務的女性顧客其再購買的比率較高。
2.業務員與顧客的年齡相似其再購買的比率較高。
3.業務人員於銷售保單時，職業類別屬於一般公司行號及機關團體之人士，其再購買的比率較高。

最後，依據研究結論，以人員之資源做為參考，容易建立關係，可對個案壽險公司及未來研究提出建議，以供參考。

關鍵字

再購意願 ； 性別 ； 年齡 ； 職業

並列摘要

This study was designed to explore the insurance sales and customer gender, age, occupation of the dual relationship between the re-purchase of insurance of its impact. In this study, related literature review from the start, and then in accordance with its theoretical basis for research of this study was to establish the framework and assumptions.
Similar to the way the census data to Life Insurance company for the new insurance business case on three month , a total of 51,653 new business, to coding their own programs of study to quantify the way, by empirical and statistical data analysis and validation, the to its conclusions were as follows:
1. Sales for women, and women it serves its customers a higher rate of re-purchase.
2. Sales with the customer's age is similar to their relatively high rate of re-purchase.
3. The occupation of a general authority companies and groups of people, the higher the rate of re-purchase intent.
Finally, based on research findings on the life insurance companies for the case and put forward specific proposals for future studies for reference.

並列關鍵字

Re-purchase ； Gender ； Age ； Occupational

參考文獻

許士軍 (1987)，管理學，七版，台北：東華書局。

吳碧珠（2009），跨性別親暱接觸服務主客關係之研究，國立台北大學企業管理學系，未出版之博士論文研究計劃。

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Beetles, A. & Crane A. (2005). Mapping out the Field of Gender and Buyer-Seller Relationships: Developing a New Perspective. Journal of Marketing Management, 21, 231-250.

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