工作投入、激勵制度對銀行保險銷售績效影響之研究 -以C銀行為例

Job Involvement and Incentive Scheme on Insurance Sale Performance - A Case Study of C Bank

王孟詩(Meng-Shih Wang)

指導教授 ： 張婉玲

朝陽科技大學/管理學院/保險金融管理系/碩士(2020年)

摘要

近年來銀行銷售保險已成為重要渠道，銀行行員始終是扮演著第一線接觸顧客推薦商品的重要角色，如何誘發員工工作投入並制定符合銀行行員需求之激勵制度，以提高銀行保險銷售績效，成為本研究欲探究之動機。為此，本研究將探討銀行行員之工作投入、激勵制度對銀行保險銷售績效之影響，以及激勵制度是否將增強或減弱工作投入對銀行保險銷售績效之影響。
本研究先針對工作投入、激勵制度及銀行保險銷售績效做相關文獻回顧，藉以奠定理論基礎，提出研究架構及假設。研究方法則採用紙本問卷方式進行資料蒐集，回收有效問卷數為 292 份；所得資料以 SPSS 進行資料的處理及分析，並採用敘述性統計分析、信效度分析、差異分析、相關分析與迴歸分析等統計方法進行分析及假設驗證。研究結果發現工作投入對銀行銷售保險績效有正向影響，激勵制度對銀行銷售保險績效有正向影響，而激勵制度在工作投入與銀行保險銷售績效間具部份干擾效果。最後依研究結果提出管理實務及後續研究的建議。

關鍵字

銀行保險銷售績效 ； 工作投入 ； 激勵制度

並列摘要

In recent years, bank sales insurance has become an important channel, bank employees are an important role for the front line contact with customers to sell commodities. The motivation of this research is to understand how to induce the bank's employees to invest in their work and what kind of incentive scheme can improve insurance sales performance. Therefore, this study not only explores the impact of bank employees' job involvement and the incentive scheme on the performance of Bank Sales Insurance, but also explores whether the incentive scheme will increase or decrease the impact of job involvement on the performance of Bank Sales Insurance.

This study first reviews the literature on job involvement, incentive scheme, and bancassurance sales performance, in order to lay a theoretical foundation and propose research frameworks and assumptions. The research method used a paper questionnaire for data collection, and the number of valid questionnaires recovered was 292；The data is processed and analyzed with SPSS, including descriptive statistical analysis, reliability and validity analysis, difference analysis, correlation analysis, regression analysis and other statistical methods for analysis and assumption verification. The results found that job involvement has a positive impact on the performance of bank’s sales insurance, incentive systems have a positive impact on the performance of bank’s sales insurance and incentive scheme with effect between job involvement and performance bank sales of insurance.

Finally, it puts forward the suggestions of management practices and follow-up research.

並列關鍵字

Performance of Bank Sales Insurance ； Job Involvement ； Incentive Scheme

參考文獻

參考文獻

一、 中文部份

江斌玉（1988）。激勵行為與績效之研究，銘傳學報，第24期，頁82-109。

郭文德（1995）。壽險行銷管理(第二版)，台北：雅登。

王郁婷（2011）。組織溝通、激勵制度與領導風格對組織承諾之關聯性研究-以組織氣侯為中介變數，國立高雄應用科技大學企業管理碩士論文未出版，高雄。