客戶與業務員關係持續之研究—以保險業為例

A Study of Relationship Retention between Customer and Salesperson：An Example of Insurance Industry

黃雅萍(Ya-Ping Huang)

指導教授 ： 李雨師 ； 吳文傑

中原大學/商學院/企業管理研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600773

摘要

多元化的時代，保險不再僅止於提供保障，在全球經濟動盪、低利率的環境中，也是多功能的理財管道。本研究旨在探討客戶購買保險的相關因素及過程，採用個案研究法，以十五組客戶與業務員配對的個案，最後提出6組研究命題。研究結果得知：客戶對於自身業務員的專業形象與專業知識都相當認同；客戶與業務員關係為生人時，無論客戶的產品涉入程度為何，經紀人(業務員)功能的發揮須更具體豐富，以獲取客戶認知型信任，進一步再發展情感型信任。客戶與業務員關係為有共同認識的第三者時，無論客戶的產品涉入程度為何，客戶基於信任共同認識的第三者，皆信任業務員的專業，經紀人(業務員)功能的發揮程度僅次於生人關係，便可取得客戶認知型信任，進一步再發展情感型信任。客戶與業務員關係為熟人或家人時，無論客戶對產品涉入程度為何，對業務員都有高度的情感型信任，經紀人(業務員)之功能發揮程度僅次於有共同認識的的三者，即可產生認知型信任。因此，無論客戶與業務員屬於何種關係類型，只要業務員能滿足客戶需求，得到客戶的信任，關係都能持續。

關鍵字

專業形象、專業知識、產品涉入程度、經紀人功能、信任、關係

並列摘要

The meaning of “insurance” is not only the financial security, but also the financial support in this diversification society. Insurance is a kind of financial management, especially during society’s unsettlement and economic recession. The purpose of this research is finding the main reasons and processes for buying influence of insurance. We did the case studies for 15 customers and insurance sales representatives. Regarding to the research, there are three types of the relationship between clients and their insurance reps. However, different types of the relationship lead different degree of trust. First type is strangers. When the clients and their insurance reps are stranger, insurance reps need to show more professional knowledge and professional image for winning trust from their clients. The second type of the relationship is based on the situation when there is a common friend between clients and insurance reps. In this situation, clients become more easier to trust their insurance reps because they trust the common friend. The third type of the relationship is when clients and insurance reps are closer and closer. Their relationship is similar as family. In this type of relationship, insurance reps are even easier to get clients' trust than the second type of the relationship. To be concluded, no matter which type the case belongs to, the relationship can consistently exist if insurance reps can satisfy their clients.

並列關鍵字

Professional Image, Professional Knowledge,Product Involement, Broker, Trust,Relationsip

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