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  • 學位論文

就消費者的觀點探討業務人員核心能力之研究-以保險金融業為例

The Study of the Agents'' Core Competencies from the Consumers: A case of Insurance Financial Industry

指導教授 : 王安平 王言
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摘要


因全球化的關係,使得台灣的保險金融市場競爭更加劇烈,加上保險產品為無形商品,該如何滿足消費者的需求,保險金融業務人員所提供的服務扮演著重要的關鍵。而保險金融業者的經營方針也由銷售導向轉為消費者導向之行銷時代,故保險金融業務人員必須具備符合消費者需求的核心能力,才能迎合消費大眾,避免被市場淘汰。 本研究以問卷調查方式,針對新竹地區的消費者為樣本作探討。首先,對核心能力的27個問項利用因素分析萃取出三個構面,分別為個人特質能力、金融產業觀念和保險專業能力,接著對人口統計變項(五項)作變異數分析,以瞭解不同客戶族群對核心能力的重視程度。再以t檢定分析,評估出消費者對於保險金融業務人員核心能力的認知差異程度,最後再探討此差異對於顧客滿意度之影響。 結果發現,「工作態度」、「國際化觀點」、「信託實務規劃能力」、「保單檢視分析能力」、「電腦資訊運用能力」及「電腦資料處理能力」為特定消費族群所重視的核心能力;不同年齡、教育程度及職業的消費者對於保險金融業務人員核心能力的重視程度與實際具備程度有顯著差異存在;而此消費者的認知差異對於保險金融業務人員核心能力之實際具備程度與顧客滿意度呈現正相關。透過本研究所提供的方法,希望對壽險公司及保險金融業務人員提升其核心能力的方向有所貢獻。

並列摘要


Because of globalization, financial market of insurance in Taiwan becomes much more competitive. Besides, insurance products are intangible goods, and it’s not easy to satisfy customers. Thus, insurance agents play an important role to satisfy customer demand. With development of service orientation in nowadays, the marketing strategy change from sales orientation into customer orientation. Therefore, this study showed that insurance agents with core competence can fulfill customer demand and make them satisfied. This study was surveyed by questionnaires and sampling customers who live in Hsinchu. First, there were three dimensions analyzed from 27 items of core competence, which called “personal characteristics”, “concept of the financial industry”, and “knowledge of insurance”. Five items of geographic variables were analyzed with One-way ANOVA in order to understand different groups of customers which had different importance-performance degree. The study estimated the cognitional gap between customers and insurance agents toward the core competence and discussed the effect of differences on customer satisfaction. The study found that specific customers on “work attitude”, “global perspective”, “trust planning ability”, “ability of insurance policy analysis”, “computer application skills”, and “computer data processing ability”. There were significance differences between expectation and actual performance toward core competence of insurance agents in different ages, level of educations and occupations of consumers. Consumer differences in cognition toward core competence had positive relevant with importance performance and satisfaction.

參考文獻


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被引用紀錄


林孟緯(2012)。我國財產保險從業人員核心職能之研究〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-1511201214172820
張嘉君(2017)。消費者購買經驗與人身保險業務員職業聲望關係之研究〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-2712201714434613

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