銀行通路成員對產險業通路管理策略及其滿意度與績效關係之研究

Relationships Among the Channel Staffs’ Perception to Channel Management Strategy of Property Insurance, Satisfaction and Performance

劉明清(Ming-Ching Liu)

指導教授 ： 王居卿

共同指導教授 ： 何錦堂

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00942

摘要

隨著資訊科技的發展、消費者的消費型態改變與產品的互相競爭，行銷通路的選擇相當重要。本研究欲瞭解產險業在各通路中之經營狀況，探討在訂立不同的通路策略、通路滿意度的高低對於通路之銷售績效之關係。
本研究以產物保險業銀行行員為調查的對象，總共發出300 份問卷，回收有效問卷246 份，有效問卷回收率為82%，採用SPSS與AMOS 統計軟體作為統計分析工具，以因素分析、描述性統計、皮爾森相關分析、線性結構方程式等等方法，研究結果如下：
一、產險公司採取非強制策略或允諾策略，均對經濟滿意度產生正向且顯著的影響，
二、就通路策略而言，不管產險公司訂定策略方式為何，均對通路績效產生正向且顯著的影響。
三、通路經濟滿意度不會對通路績效產生正向且顯著的影響，而通路社會滿意度對通路績效產生正向且顯著的影響。

關鍵字

通路策略 ； 強制策略 ； 非強制策略 ； 允諾策略 ； 通路滿意度

並列摘要

Due to the rapid development of information technology, the consumers’ consuming pattern changes, and the products compete with each other, the marketing channel selection is quite important. This study desires to understand the operational condition of the property insurance industry in every channel and explores the relationship of setting up different channel strategies and the high and low channel satisfaction to the channel sales performance.

This study adopts the bank staff of the property insurance industry as the investigation object. The study sent out altogether 300 questionnaires, recovered 246 valid questionnaires, and the valid questionnaire recovery percentage was 82%. The study uses the SPSS and AMOS statistical software as the statistical analysis tool and makes an analysis by the factor analysis, descriptive statistics, Pearson correlation analysis and linear structural relational model. The findings are as follows:

1.The property insurance company adopts the non-enforcement strategy or admission strategy, both of which have positive and significant influence on the economic satisfaction.
2.As far as the channel strategy is concerned, no matter how the property insurance company sets up the strategy, it has positive and significant influence on the channel performance.
3.The channel economic satisfaction will not have positive and significant influence on the channel performance, but the channel social satisfaction will

並列關鍵字

Channel Strategy ； Enforcement Strategy ； Non-enforcement Strategy ； Admission Strategy ； Channel Satisfaction

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