影響壽險業務人員績效的因素探討

Factors that affect the performance of life insurance salesperson

潘韋汝(Wei-Ju Pan)

指導教授 ： 林文政

國立中央大學/管理學院/人力資源管理研究所/碩士(2006年)

摘要

「影響壽險業務人員績效之因素」是過去許多研究的重心，但大多數的研究均只針對單一領域的影響因素進行探討，而未結合不同領域之因素加以研究。本研究將研究重點著眼於結合「行銷管理」與「人力資源管理」角度之可能影響因素，主要探討壽險業務人員的人格特質（勤勉審慎性、外向性）、教育訓練、適應性銷售能力、顧客導向程度等對於其業務績效表現（平均每月FYP、每月承保件數、總FYC、責任達成率、13個月繼續率、業績排名、及考績）的影響性。
本研究隨機抽取了C人壽保險公司北區營業處第一區部14個業務單位，年資一年以上之業務人員作為研究樣本，採用問卷調查方式蒐集相關研究資訊，總計有效問卷為305份，經相關分析、迴歸分析等統計方法整理分析後，研究發現如下：
一、業務人員的勤勉審慎性與其每月FYP、總FYC、業績排名、與考績有顯著相關。
二、業務人員的外向性與其每月FYP、每月承保件數、總FYC、責任達成率、業績排名、與考績有顯著相關。
三、業務人員的外向性愈高，其每月FYP、每月承保件數、總FYC、責任達成率、與業績排名也愈高。
四、業務人員對於教育訓練的滿意度及成效認同度，與其每月FYP及每月承保件數有顯著相關。
五、業務人員的適應性銷售能力與其每月FYP、每月承保件數、總FYC、責任達成率、與業績排名有顯著相關。
六、業務人員的顧客導向程度與其每月FYP、責任達成率、與13個月繼續率有顯著相關。
七、業務人員的顧客導向程度愈高，其13個月繼續率也愈高。

關鍵字

適應性銷售 ； 教育訓練 ； 人格特質 ； 績效 ； 業務人員 ； 壽險業 ； 顧客導向

並列摘要

“Factors that affect the performance of life insurance salesperson” is always a research focus in the previous researhes. But most researches only discuss one dimension of the factors. They didn’t put different dimensions together and see which dimension or which facor affects the performance of salesperson most. In this research, we put the focus on combining “marketing management” and “Human resource management” to see which factor is the most important to sales performance. We mainly discuss the factors such as the characteristics of salesperson (Conscientiousness and Extraversion), trainging, adapability, and customer orientation that influence salesperson’s performance.
We randomly selected 14 sales units of C life insurance company to be the research samples, and we use only employees that have one-year seniority in C company. We use questionnaires to collect relative information. There are 305 pieces of useable questionnaires. After our analysis, we find that:
1. The relationship between Conscientiousness of salesperson and some performance indicators (such as FYP and FYC) are significient.
2. The relationship between Extraversion of salesperson and most performance indicators are significient.
3. The higher the salesperson’s extraversion, the higher will his (or her) performance will be.
4. The relationship between the satisfaction and recognition of training and some performance indicators are significient.
5. The relationship between the adapability of salesperson and some performance indicators are significient.
6. The relationship between the customer orientation of salesperson and some performance indicators are significient.
7. The higher the salesperson’s extraversion, the higher will his (or her) 13-month continue ratio will be.

並列關鍵字

adapability ； characterics ； performance ； salesperson ； life insurance ； training ； customer orientation

參考文獻

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