產物保險經紀人選擇保險公司的主要因素之探討

A STUDY ON SUPPLIER SELECTION FACTORS FOR NON-LIFE INSURANCE BROKER

賴耀輝(Yao-Hui Lai)

指導教授 ： 孫碧娟

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

本研究的目的希望透過剖析供應商與經銷商合作的關係特性，從經銷商的角度，尋求經銷商挑選供應商最在意的重要選擇因素，作為產物保險業者擬定修正與保險經紀人及代理人行銷策略的參考。
以相關文獻學者提出的論點，經銷商選擇供應商的重要因素有品質、交期、價格、服務、品牌、信任、承諾、滿意度、連結等因素。本研究以深度訪談調查法，從經銷商的經辦中印證及發現經銷商選擇供應商的重要因素。
研究發現：品質、服務流程品質、交期、價格、品牌、信任、滿意度、理賠及最佳解決方案，是產物保險經紀人及代理人選擇保險公司的重要因素。產物保險經紀人及代理人選擇保險公司的重要因素中，服務流程品質、理賠及信任這三個因素的重要性是高於品質、交期、價格、品牌、滿意度及最佳解決方案這六個因素。
而最終消費者所面對及需要的服務，就是保險經紀人及代理人、產物保險公司所必須要努力去解決的目標。產物保險公司的服務宗旨，就在於能夠隨時審視、檢討及改進保險經紀人及代理人所反應的問題，提出更具創新的商品及解決方案，最後俾能達到客戶服務的最高滿意度目標。

關鍵字

產物保險 ； 代理人 ； 經紀人

並列摘要

The purpose of this research is to seek for major selection factors that are most care about by dealers during selection of suppliers from the angle of dealers through analysis on the relationship characteristics of the cooperation between suppliers and dealers. This can serve as a reference for non-life insurance companies when they are formulating amendments on the marketing strategy on insurance brokers and agents.
In regard to viewpoints brought up by scholars in relevant literatures, major factors for selecting supplier by dealer includes quality, delivery, price, service, brand, trust, commitment, satisfaction and bond. Based on in-depth interview investigation method and through proofs during handling of cases by dealers, this research discovers major factors for selecting suppliers by dealers.
Research findings: Quality, service process quality, delivery, price, brand, trust, satisfaction, claim and best solution scheme, will be the major factors of selection insurance company for non-life insurance brokers and agents. Among the important factors of selecting insurance company, the importance of the service process quality, claim and trust are higher than quality, delivery, price, brand, satisfaction and best solution scheme for non-life insurance broker and agent.
What the final customer will face with and the service required are what insurance brokers and agents and non-life insurance companies should strive to solve. The purpose of the service of non-life insurance company is to be able to examine, review and improve problems reflected by insurance brokers and dealers at any time and to present innovative product and solution plan so that finally the goal of maximum satisfaction on customer service can be achieved.

並列關鍵字

agent ； non-life insurance ； broker

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