由於金控公司成立,以及保險業者的投入,保險業已經面臨市場飽和,業者需要具有強大的競爭力,才能提供優質的保險服務。業務人員的素質是影響競爭力的重要因素之一,如何提升業務人員績效成為重要的研究議題。本研究以壽險業為例,探討壽險業務員的工作價值觀、人格特質、工作環境知覺及工作態度之相關性與對銷售績效之影響。 本研究依此架構設計問卷,發放對象台灣地區保險業務從業人員,問卷發放期間為2011年10月至2011年11月,共計1個月時間。問卷總共發放600份,回收有效樣本共計509份。 本研究採用回歸分析,以進行假設檢定,資料分析結果顯示,工作價值觀、人格特質及工作環境知覺對於工作態度具有正向之影響;而工作態度對於工作績效亦有著正向之關連。 依據上述結論,本研針對影響工作態度及工作績效相關因素,討論其管理蕰涵,針對壽險業業務人員之招募、教育訓練、工作環境的塑造,以及通訊處的人力資源制度,均提供具體的建議。
Owing to the establishment of financial holding companies and the investment of insurance companies, the insurance industry is facing a saturated market condition. The insurers need to keep strong power of competitiveness in order to provide high quality services. The Sales performance is one of the most important factors of competitiveness, thus how to enhance the performance of staffs has become an important issue of study. The study takes life insurance industry as example. For life insurance sales, we inuestigate the relationship among work values, personality traits, work environment perceptions and attitudes, and their effect on sales performance. Questionnaire is designed based on our research frame work. 600 questionnaires were dispatched to the insurance staffs in Taiwan during October 2011 to November 2011 and collected 509 samples are valid. The study adopted the regression analysis to proceed hypothesis testing. The result shows that work values, personality traits, work environment perceptions have positively impact on the work attitude. Furthermore, the work attitude also has positively impaction the work performance. Based on above conclusion, managerial implicutions for work attitude and Sales performance are discussed. Useful suggestions for the personnel recruitment, education and training, the shaping of the work environment, and communications at the human resources system are also provided.