以電話行銷促成成功約訪與成交之研究-以壽險行銷為例

A Study of Successful Appointment Making and Closing by Telemarketing-Example of Life Insurance Marketing

黃瑰秋(Kuei-Chiu Huang)

指導教授 ： 康裕民

朝陽科技大學/管理學院/保險金融管理系/碩士(2010年)

摘要

台灣社會、經濟環境的進步,提高國人對於人身保險的需要, 然而壽險事業要經營順暢與永續,必須有其必備的方法,因為保險行銷的特性有賴彼此信任的互動,從中找出消費者關切點,提出有效的解決方案。
由於多方資訊顯示:電話行銷(Telemarketing)科技已日趨成熟、普遍。基於研究動機，本研究目的在探討研究出一套壽險業電話行銷人員透過電話與準保戶接近取得面談及取得銷售成交的話術,來達成任務,完成壽險公司的績效使命。
本文針對台灣地區壽險業以電話行銷模式做成成功約訪與成交之研究,以期提供相關單位或從業人員參考, 順利達成銷售目的及推薦介紹,促進業務,提高產業及個人績效。
市場區隔為求客觀起見,設定研究對象以台中縣、市社區大學社團及生活藝能類非正規教育學員為研究資料來源。本研究將問卷內容分為兩部份:其中一部份為個人基本資料;另一部份為電話行銷意見調查。透過447份問卷做調查,聚焦以壽險行銷為例-做成以電話行銷促成成功約訪與成交之研究,期望壽險業界參考本研究,鼓勵業務相關單位運用電話行銷模式,創造業務佳績。
研究結果顯示:個人背景因素與電話行銷購買經驗沒有顯著差異。個人背景因素與整體滿意度沒有顯著差異。個人背景因素與購買意願沒有顯著差異。個人背景因素與成交指標沒有顯著差異。電話行銷購買經驗與成交指標有顯著差異。整體滿意度與成交指標有顯著相關。購買意願與成交指標沒有顯著差異。

關鍵字

電話行銷 ； 非正規教育 ； 壽險行銷 ； 成功約訪

並列摘要

With the process in the society and the economic environment in Taiwan, people’ demand for personal insurance increases. However, requisite methods are essential for the life insurance trades to operate smoothly and sustain. It is because the interaction with mutual trust has become a character for insurance marketing, wherein effective solutions can then proposed from what consumers are much concerned.

Diversified information has indicated the technology of Telemarketing has gradually become matured and popular. Basing on a motive to study, the purpose of this study is to research to find out a whole set of life insurance Telemarketing, by which the staffs are able to accomplish their missions to closely talk to the policy holders and further succeed to get their sustained policies through telephone as well as accomplish the results mission of the insurance company.

The study makes up successful interviews and close a deal by modes of Telemarketing in object to the life insurance trades in Taiwan Telemarketing, expecting to be provided as best references the staffs of the related organizations or units so as to smoothly achieve a goal of sales or recommendation, promote sales and increase the results of both the trades and individuals.

In an object view of market segmentation, the study has targeted and sourced from the students of non-formal education including the city community colleges and associations and artistic skills for living in Taichung County. The study has divided the questionnaire into two parts: one is personal basic information; the other is Telemarketing questionnaire. The study makes a survey by 447 copies of questionnaire, Taking examples by focusing life insurance marketing to make up successful interview and deals by Telemarketing, expecting the life insurance trades to refer to this study as well as to encourage the sales related units to apply mode of Telemarketing to create more and outstanding sales.

The results of the study indicate: There is no obvious discrepancy between individual background factors and the purchasing experience in Telemarketing. There is no obvious discrepancy between individual background factors and overall satisfaction. There is no obvious discrepancy between individual background factors and purchase intention. There is no obvious discrepancy between individual background factors and deal index. There is obvious relation discrepancy between purchasing experience and deal index. There is obvious relation discrepancy between the overall satisfaction and deal index. There is no obviousrelation discrepancy between purchase intention and deal index.

並列關鍵字

Telemarketing ； Non-formal Education ； Successful Interview ； Life-insurance Marketing

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