| Abstract: | 在金融機構國際化與監理自由化之趨勢下，銷售保險不再只能透過一般傳統的保險通路，我國在2001年6月通過「金融控股公司法」，准許金融業、保險業、證券業跨業經營後，台灣的銀行保險通路逐漸興起，業績大幅成長，國內各壽險公司利用銀行保險通路銷售新保單的比例越行偏高，新契約保費收入近年亦超逾一般傳統的保險通路之上，然消費者為何選擇銀行保險通路來購買保險商品，本研究將其考慮之因素分成:1.品牌形象 2.服務品質3.信任基礎4.產品多樣化5.客製化商品6.保險專業素養等六個構面，主要探討上述構面何者為影響消費者選擇銀行通路購買保險商品時之主要考慮因素。
研究方法採電子問卷發放方式，並以於T銀行購買過人身保險商品且滿20歲之客戶為受訪對象，範圍分布於該銀行北、中、南等縣市分行，共獲得有效樣本339份，透過IBM SPSS 軟體將資料進行分析，實證結果顯示如下:
(一)消費者會因銀行的公司品牌形象相較於保險公司佳，而傾向選擇銀行通路購
買保險。
(二)消費者會因銀行的服務品質相較於保險公司好，而傾向選擇銀行通路購買保
險。
(三)消費者因對銀行之信任度相對於保險公司高，而傾向選擇銀行通路購買保
險。
本研究結果可幫助銀行業者於拓展保險通路時，有效制定行銷策略及經營管理上之依據，以提高銀行銷售保險之競爭力。
Sales insurance will no longer rely on the traditional insurance channel under the trend of internationalization of financial institutions and liberalization of supervision. After the “Financial Holding Company Law” was passed in June 2001, the financial industry, insurance industry and securities industry were allowed to cross- operate , and then Taiwan’s bancassurance gradually emerged and its performance grew substantially. The proportion of domestic life insurance companies sell new policies by bancassurance is higher, and the premium income of new business has also surpassed the traditional insurance channel in recent years. However , what affect consumers’ choice of buying insurance products via bancassurance, in this study we gather six variables to be considered ( 1. Brand Image 2. Service Quality, 3. Trust-Based, 4.Product Diversification, 5.Product Customization,6. Professional Competency.), and will discuss which variable is the chief consideration influencing consumers' choice of buying insurance products via bancassurance.
The research method adopts the electronic questionnaire distribution method. The responders who have purchased insurance products at the T bank are 20 or over 20 years old. Respondents locat in the north, middle and south counties’ bank branches. We obtained a total of 339 valid questionnaire samples and analyzed by IBM SPSS 21. The total valid questionnaires samples of this study which analyzed by IBM SPSS 21 are 339 , and the empirical results are as follows:
(1) As the bank's Brand Image is better than the insurance companies , consumers tend to purchase insurance from the bank.
(2) As the bank's Service Quality is better than the insurance companies , consumers tend to purchase insurance from the bank.
(3) As the bank's Trust-Based is better than the insurance companies , consumers tend to purchase insurance from the bank.
When the bank's executors or managers expand insurance channels, the results of this study will help them to formulate marketing strategies effectively, to create the guidelines of business management, and then to improve the competitiveness of insurance selling in the banks. |
