Assessment of Life Insurance Salespeople’s Business Achivements Under Integration-Marketing Within Financial Holding CompanyCase Study—Cathay Life Insurance Company

• Main Authors: Ping-Hung Lu, 陸炳宏
• Other Authors: Frank Kuen-Bao Ling
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/86858311515086301933

碩士 === 國立高雄第一科技大學 === 風險管理與保險所 === 91 === ABSTRACT The establishments of Financial Holding Companies (FHC) lower the limits on consolidation across activities. By carrying Integration-Marketing among FHC, financial organizations could reach consume-friendly for customers’ saving, investment, financial management and guarantee, and to build “One Stop Shopping” and “Allfinance Product Services”. After the establishments of Finance Groups and FHC, some questions emerge and need a deep thought: Have domestic Insurance Companies got ready for the changes? Do Life Insurance Salespeople know how to take their own edges and ready to be “Allfinance Consolers”? Are they able to, willing to follow the market pace? This research tries to look from front Life Insurance Salespeople’s points of view, discussing how Integration-Marketing operation among FHC affects Life Insurance Salespeople’ business achievements. The main purpose of this research is to understand: (1) how Integration-Marketing among FHC influences Life Insurance Salespeople’s marketing attitude and professional knowledge. (2) Life Insurance people’s recognition and attitude toward Integration-Marketing share. (3) the working-payment relationship between Integration-Marketing products and Life Insurance Salespeople. (4) how Integration-Marketing affects Life Insurance Salespeople’s business achievements. To match the case specialty, some amendments have been made on self-development questions or common used measure charts for references. The content of questionnaires include employees’ basic personal profile, recognition measure charts for Integration-Marketing, Service Satisfaction, Trust measure charts, educational training, Professional Certification measure charts and Business Achievement measure charts. The used statistic methods include Descriptive Statistics, Credibility Analysis, One-Way ANOVA, Scheffe Post-test and Pearson Differentiation Correlation Analysis. The result of this research reveals that there is an obvious difference between Life Insurance Sales Supervisors and Life Insurance Salespeople on recognition and involvement toward Integration-Marketing. Education level also shows obvious difference—the higher education level, the greater difference. Besides, Correlation Assumption reveals information that front Life Insurance Salespeople’s recognition toward Integration-Marketing and Department Service Quality Satisfaction have upright correlation with educational training and business achievements, that is, front Life Insurance Salespeople have positive attitude toward Integration-Marketing; in another word, they have upright correlation on Service Quality Satisfaction and professional dealt business achievements. Based on theories and experiment results, the following suggestions could be the references for business owners and the later parts of researches. （1）Reinforce the professional knowledge toward Integration-Marketing Products. （2）Select groups of people who are young and with high education level. （3）Rearrange products and focus on annual retirement payment arrangement. （4）Focus on Service Quality and Customer Satisfaction in order to fulfill the idea of Total Solution.