理財專員的人格特質、銷售行為、激勵與工作績效之關聯性探討

Study on the Relationship between the Personality, Sale Behavior, Encouragement, and Performance of Financial Consultants

林惠群(Hui-Chun Lin)

指導教授 ： 郝充仁

淡江大學/商管學院/保險學系保險經營碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00070

摘要

銀行保險自民國85年開始在台灣發展，隨即政府機關於民國90年11月陸續通過「金融控股公司法」與保險法修正案，取消跨業經營之限制，銀行保險發展得更加迅速。銀行保險之所以蓬勃發展，亦是由於金融相關產業為了強化市場競爭力、提供讓客戶一次購足(One Stop Shopping)的金融商品以及增加銀行的手續費收入來源；近年來保險公司與銀行業者緊密合作，相輔相成；銀行業儼然成為保險公司保費收入的重要來源。
保險公司若想要穩固市場佔有率排名，必須仰賴銀行通路的保費收入，如何穩固在競爭激烈的銀保市場中，是保險公司重要的課題。保險公司想要擁有競爭優勢，除了商品面、佣金面必須提高，同時，保險公司服務窗口(IC)的特質、理專的滿意度，都成為保險公司的生存重要法則。
本文在研究方法上，使用了信度分析、效度分析、相關分析、迴歸分析…等方法，針對理財專員的DISC人格特質對於績效、銷售行為評估、輔導銷售與服務等相關影響因素進行分析。並針對論文的研究結果，對保險公司、監理機關等單位，提出爾後經營建議以及後續的研究方向。

關鍵字

理財專員 ； 人格特質 ； 銷售行為 ； 激勵 ； 工作績效

並列摘要

Bank insurance has been developed in Taiwan since 1996. The government passed “Financial Holding Company Act” and the modification of insurance laws in November, 2001. The limitation of cross-sector business was canceled and the development of bank insurance grew faster. Bank insurance grew prosperous because financial industries tried hard to enhance their market competitiveness, to provide customers with financial commodities of one stop shopping, and to increase the income of commission for banks. Insurance companies and banks cooperate with each other in recent years for mutual complement. Bank industry became an important source of insurance premium for insurance companies.
If insurance companies hope to maintain their superior market share, they have to depend on the insurance premium through the channel of banks. How to maintain the superiority in the competitive market of bank insurance is an important issue for insurance companies. If insurance companies want to obtain competitive superiority, they have to enhance several aspects such as commodities and commission. In addition, both the features of service window in insurance companies (IC) and the satisfaction for financial consultants become important policies for insurance companies to survive.
As for methodology, this essay adopts reliability analysis, validity analysis, correlation analysis, and regression analysis. It analyzes the DISC personalities of financial consultants toward impacting factors such as performance, estimation of sale behavior, and sale and service instruction. The conclusion of this essay will serve as the future operational suggestions and frequent studying directions for insurance companies and supervising organizations.

並列關鍵字

Financial Specialists ； personality ； sales practices ； incentives ； performance

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