台灣車商業務人員與顧客維繫良好關係對車輛保險續保率之影響

The effect of vehicle insurance renewal rate from maintains good relationship between car dealer and customer

吳建華(Chien-Hua Wu)

指導教授 ： 汪琪玲

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.01320

摘要

台灣的汽車保險市場自從2009年實施費率自由化後，在各通路與保險公司之間產生了激烈的競爭，尤其汽車車商所屬的保險代理人更是扮演著舉足輕重的地位，因為車商直接掌握汽車通路的優勢，也同時掌握了龐大的汽車保險市場的業務。但車商業務人員除了新車販賣外，如何做好顧客管理與建立品牌忠誠度也是相當重要的一道課題。本文以國內 TOYOTA 車商業務人員為研究對象，研究2011年每一位車商業務人員在所服務的客戶數中車險到期時招攬成功件數的續保率。
本文從維繫良好顧客關係的觀點，分析車商業務人員平日對顧客的業務拜訪與互動頻率，對其所有客戶車輛保險的繼續投保的續保率比較，釐清車商業務人員與顧客維繫良好關係是否與客戶繼續投保車險有直接的相關？研究中顯示，繼續與業務人員維繫良好關係的客戶，其投保車輛保險的意願不一定高，但保費收入一定相對的高，所以車商保代的業務人員在平日除了做基本的車輛販賣外，與客戶維繫良好關係亦是其工作的要項之一。

關鍵字

費率自由化 ； 保險代理人 ； 顧客滿意度 ； 續保率

並列摘要

In the automobile insurance market of Taiwan, the intense competition between distributors and insurance companies after the implementation of the rate of liberalization in 2009, especially an insurance agent of car dealer is playing a pivotal position.The reason is car dealers directly grasp the advantages of the vehicle pathway and huge business of automobile insurance market. It is important that new car trafficking for salesman, however, to do good customer management and establish brand loyalty is also very important. The research object is TOYOTA car salesman; as well as researches the successful and effective renew insurance rate for car salesman in 2011.From the viewpoint of keep good relationship with customers; analyzing the frequency of car salesman visits and interactions with customers compare to renewal rate; clarifying whether car salesman keep good relationship with customers have directly advantage for customers continue insurance auto insurance.
Study show, to continue with business people to maintain good relations with customers, the will of its insured vehicle insurance, the relatively high, the car dealer insurance on behalf of the business staff on weekdays in addition to do the basic vehicle trafficking, with the customer to maintain a good relationship also is its work to one. Research shows that car salesman continue to maintain good relations with customers have certain high relatively insurance costs income, although the wishes of continue insurance auto insurance is not high. For above reason, car salesman is not only routing the basic vehicle trafficking, but keep good relationship with customers.

並列關鍵字

Rate liberalization ； insurance agent ； customer satisfaction ； renewal rate

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