壽險業業務員行為與人格特質對績效之影響

The Influence of Life Insurance Salesperson’s Behavior and Personality Character on Performance

葉鎮華(Cheng-Hua Yeh)

指導教授 ： 余祖慰

朝陽科技大學/管理學院/保險金融管理系/碩士(2015年)

摘要

本研究旨在探究業務員行為與人格特質對績效之影響，俾了解保險業業務員與公司績效之考量，藉此提供保險未來在業務教育訓練及廣增人才上之參考。
本研究採用問卷調查法，發出問卷150份，回收143份，其中無效問卷3份，有效問卷140份。以國內大台中地區中國人壽之業務員為研究對象，針對下列各點：一、分析壽險業務人員售後客戶滿意度研究及以市場導向對業績的影響。二、了解業務人員整個保險銷售流程之關聯性之實施與檢討評估，壽險業務人員特質對於銷售績效影響是否顯著。
資料分析方法則採用統計視窗軟體 SPSS19 進行敘述統計分析、信度分析、相關分析、迴歸分析，本研究以 Cronbach's α 係數進行信度分析三個變項的信度和整份問卷的信度多大於0.7，屬高信度，顯示本研究所使用之問卷具有足夠的內部一致性，可進一步進行實證分析，研究結果發現：(1)業務員行為對績效具有顯著的正向影響，顯示業務員若在銷售行為上致力於提升自我市場導向及顧客導向方面，將有助於績效的提升；(2)業務員人格特質對績效具有顯著的正向影響，顯示業務員在進行銷售行為時，業務員人格特質也深深影響客戶的抉擇、信任感及購買意願。
關鍵字：顧客服務、人格特質、績效

關鍵字

人格特質 ； 顧客服務 ； 績效

並列摘要

Abstract

This purpose of this research was to discuss the salesperson’s behavior and personality character on performance, and to explore the effects of the insurance salesperson with consideration of corporate performance, and thereby providing the future of insurance industry consultation in education training, and recruiting the talent.

This research adopted questionnaire survey method and received 140 valid filled questionnaires and three invalid filled questionnaires in 143 return questionnaires. In domestic sales of the Taichung area for the study of China Life, for the following points: First, the analysis of the life insurance business after-sales staff and customer satisfaction research and market-oriented impact on performance. Secondly, through comprehending insurance sales process and personality trait to discuss and assess the achievement. By this way, understand that whether sales personality trait influent sales achievement significantly.

SPSS19 data analysis method is used to perform descriptive statistics analysis, reliability analysis, correlation analysis, regression analysis, and variance analysis. This research introduced Cronbach's α coefficient to conduct reliability analysis. Reliability of the three variables and the reliability of the entire questionnaire are high than 0.7. Therefore, the result is highly reliable. It appears that the questionnaire is internally consistent and is suitable for performing positive analysis. The results of the research were: (1) That salesperson’s behavior has significant positive impact on performance shows that if the salesperson work for enhancing the market-oriented and customer orientation aspect with the way of sale, will help enhance performance. (2) Salesperson's personality traits have significant positive impact on performance. When the salesperson during the sales practices. The effects of salesperson's personality traits on consumer’s attitude towards choice, confidence and purchase intention.
Keywords: Customer Service, Personality, Performance

並列關鍵字

Personality ； Customer Service ； Performance

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