- 學位論文
行銷通路影響消費者購買人身保險的實證研究
An Empirical Study in The Effect of Marketing Channels on Life Insurance Buying Behavior
摘要
隨著金控法的實施、人口結構的改變，近二十年人壽保險的投保率約由80%到2011年的215%，發展之快，可說是一日千里，不僅反應在投保率、普及率，初年度保費同樣年年創新。至2011年台灣的壽險市場已佔全球總產值的2.45%，排名第9。在高成長的同時，行銷通路也產生實質的變化，以往消費者購買保險只能跟壽險公司的業務員購買，然而今日，不僅可以向銀行購買、非屬單一公司的經紀人、代理人購買，甚至也能在電視、電話、網路購買，購買的管道可說是相當多元。 本研究主要為探討行銷通路對於消費者在購買保險是否會有影響，透過關係品質為中介變數，顧客知識、顧客導向、銷售人員的專業度及銷售人員與消費者的相似度為前因變數，並顧客保留為後果變數的觀念性架構來實證行銷通路對於消費者購買保險的影響；同時也進一步探討人口統計變數與行銷通路對於各變數的影響。問卷方面則採分層抽樣法，以已購買保險的要被保人為主要受訪對象，回收問卷為至549份，有效問卷467份，透過SPSS 12.0、IBM SPSS Amos 21.0及Excel 2012等軟體進行資料分析。 實證結果得顧客導向、專業度、相似性對關係品質有顯著性的影響，高關係品質亦會對顧客保留有正向的加強，同時也實證不同的行銷通路及人口統計變數對本研究之變數有顯著地影響。又透過卡方檢定發現年齡、職業、個人年收入及購買保單的張數等會影響消費者對於行銷通路的選擇；研究亦發現，銀行保險通路與傳統保險經紀人、代理人的行銷人員其關係品質等變數的評價，整體上優於ㄧ般壽險公司的業務員與直效行銷的新興通路的服務人員，然而，多數的受訪者仍然是以壽險公司業務員為保險主要購買管道，不過在資料分析中也發現受訪者會向二種通路購買保險者，遠遠超過單一通路者，因此本研究推論壽險行銷通路的板塊並非不動，而是正悄悄的移動中。 本研究建議通路的管理者或行銷人員應致力於關係品質的提昇，方能有效掌握顧客的保留，進而獲得實質的推薦。雖然投保率已高達215%，但消費者的保險需求依然存在，誰管理好關係品質，板塊將向誰移動。
並列摘要
The Financial Holding Company Act issued and changes of population structure bring high growth for life insurance in Taiwan. In the past two decades, rate of insurance covering increased from 80% to 215% in 2011. Development speed is very fast, that reflected not only in the rate of insurance covering, the popularize rate of insurance, but also in the first year premium (FYP) breaking record every year. In 2011, Taiwan accounts for 2.45% of life insurance premium income in the world, ranking 9th . The marketing channel was substantial change while life insurance was the high-growth. In the past, consumers purchase the insurance only from the salesmen work in the life insurance company. But today, consumers can purchase insurance in multiple ways, such as the advisors of bank, brokers and agents, even in TV, telephone or internet. Therefore, purchase of pipeline can be quite diverse. This study develops a model that investigate the antecedences (customer knowledge, customer orientation, expertise of the seller and similarity between buyer and seller) and the consequence (customer retention) of buyer-seller relationship quality (the mediating effect) in the insurance services. We also investigate the demographic variables and the marketing channels how impact on life insurance buying behavior. The questionnaires were collected using stratified sampling and from a survey of policyholder or assured who had purchased life insurance. Of the 549 questionnaires returned, 467 were found valid. To understand the causal relationship among the variables, SPSS12.0, IBM SPSS Amos 21.0 and Excel 2012 were used for analysis based on Structural Equation Modeling(SEM). The empirical results show that the customer-oriented, expertise and similarity effect the relationship quality significantly. Also, high relationship quality enhance the customer retention. And the same time, different marketing channels and different demographic variables have an impact on the variables of this study model. By chi-square test, we found that customers decide the marketing channels because of their age, occupation, personal annual income and the number of insurance policies. Although the bancassurance and traditional insurance broker or agent’s overall rating of the variables in this study were better than the general insurance company salesmen and emerging channels such as direct marketing. However, the majority of respondents still selected the general insurance company salesmen as their first choice. But, datas also revealed that respondents buy insurance through two types of channels were far more than a single channel. Thus, the life insurance marketing is not stable, but is quietly moving. This study suggests that the channel manager or seller should be committed to improving the quality of the relationship, in order to keep customer retention effectively, and also to get the referral. Although the rate of insurance covering was up to 215%, but the customer's will purchase more insurance because of the existence of unsatisfied needs. Only manages good relationship quality, you can keep the customer retention well.