銀行保險通路與一般保險通路的顧客價值之差異性分析

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/113791

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题名:	銀行保險通路與一般保險通路的顧客價值之差異性分析 Investigating Customers’ Perception Differences in Customer Values between Bancassurance Channels and General Insurance Channels
作者:	蔣幸君 CHIANG, HSING-CHUN
贡献者:	經營管理學系碩士在職專班
关键词:	顧客價值;一般保險通路;銀行保險通路;差異性分析;保險金融 customer value;general insurance channel;bancassurance channel;variance analysis;insurance finance
日期:	2021-08-14
上传时间:	2022-10-31 05:38:08 (UTC+0)
出版者:	亞洲大學
摘要:	國內保險市場經營的通路包含一般保險通路業務人員、銀行通路理財專員、一般保險經紀人及保險代理人。隨著時代的演進，新興保險通路崛起，最被看好的銷售管道是電話直銷通路、網路行銷通路與銀行行銷通路。其中，影響最鉅的是銀行行銷通路。本研究目的為探究銀行保險通路與一般保險通路之顧客價值差異性，以顧客價值量表的五個理論構面進行比較與分析。本研究以問卷調查的方式，共收集291份有效問卷，並運用SPSS進行統計分析，資料分析方法包括描述性分析、t檢定和單因子變異數分析(ANOVA)。研究結果發現：銀行保險通路與一般保險通路消費者最看重「形象性價值」；銀行保險通路消費者比一般保險通路消費者更重視「情緒性價值」、「形象性價值」與「功能性價值」；以及不同的性別、婚姻狀況、職業、購買保單頻率在顧客價值認知上呈現差異性。根據上述研究結果，本研究建議保險公司銷售的商品應單一化，並鼓勵或補助保險業務專員考取相關證照，以強化保險業務專員的專業能力，進而提供顧客更多元的金融相關服務，讓顧客能清楚辨別一般保險通路與銀行保險通路的差異，提高顧客信任感與滿意度。 The channels of the domestic insurance market include general insurance solicitors, bank financial specialists, general insurance brokers and insurance agents. With the evolution of the times and the rise of new insurance channels, the most promising sales channels are telephone direct sales channels, online marketing channels and bank marketing channels. Among them, the bank marketing channels have the greatest impact. The purpose of this research is to explore the difference in customer value between bancassurance channels and general insurance channels using five theoretical aspects of the customer value scale to compare and analyze the data. In this study, a total of 291 valid research samples were collected through an online survey, and SPSS software was used for statistical analysis. Data analysis methods include descriptive analysis, t test and analysis of variance (ANOVA). The results of the present study found that both consumers of bancassurance channels and general insurance channels value “image value” most; consumers of bancassurance channel place greater importance on “emotional value,” “image value,” and “functional value” than those of general insurance channels; and perceptions of customer values have found different across gender, marital status, occupation, and frequency of insurance purchases. Based on the above research results, this study suggests that insurance companies may adopt product simplification strategy, and encourage or subsidize insurance agents or staff to earn relevant certificates to strengthen their professional capabilities so as to provide customers with more various financial-related services. By doing so, customers can clearly distinguish the difference between general insurance channels and bancassurance channels, and increase their trust and satisfaction.
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