- 學位論文
投資型保險商品顧客關係行銷與投保需求之探討
A Study of Customer Relationship Marketing and Purchase Demand of Investment Linked Insurance Products
摘要
投資型保險商品為壽險公司現在發展的主力商品，結合「投資」與「保險」雙重功能，提供消費者基本生活保障，更有資本增值的機會，將逐漸取代傳統保險而成為壽險業極力爭取的市場。而關係行銷是當前壽險業盛行的行銷手法，故本文以投資型保險商品之顧客關係行銷與投保需求為研究主題。研究結果將有助於壽險業務人員在銷售上發展關係行銷策略，並應用在投資型保險商品行銷上。 研究結果發現：(1)「業務員特質」、「滿意度」、及「關係持續性」為消費者較重視的關係行銷議題；(2)當業務員會誠實告知投資型保險商品內容時，將會提高消費者對業務員的滿意度及信任感，進而強化消費者持續購買的意願；(3)已婚者及高所得者願意付出較高的保費來購買投資型保險商品，故業務員在進行銷售時應以其為目標客群，以鞏固投資型保險商品的市場佔有率；(4)當業務員有較好的關係行銷時，會使消費者願意花更多的錢來購買投資型保險商品。
並列摘要
Investment Linked Insurance Products for the life insurance companies are now the backbone of commodities, in conjunction with the “investment” and “insurance” dual function, providing consumers with the basic living guarantee, the more the chance of capital appreciation, will gradually replace traditional insurance and life insurance industry has become argued for the market. And Relationship Marketing is the current popularity of the life insurance industry marketing practices. Therefore, in this paper, Customer Relationship Marketing and Purchase Demand of to study the subject. The results of this study will contribute to the life insurance business in marketing, relationship marketing strategy development, and the application of Investment Linked Insurance Products marketing. This research indicates: (1) "salesman character", "Satisfaction" and "continuous" for consumers to the relationship marketing issues; (2) When the clerk will honestly tell of Investment Linked Insurance Products content, will enhance consumer satisfaction with the clerk and a sense of trust, thus strengthening consumers will continue to buy; (3) married and the high income earners are willing to pay a higher premium to the purchase of Investment Linked Insurance Products. It should be a sales clerk conducting its target customer group to strengthen the Investment Linked Insurance Products market share; (4) When the clerk a better relationship marketing, consumers will be willing to spend more money to buy investment-oriented insurance products.