The analysis of the Relation Marketing in the Life Insurance Company of Taiwan-An exploratory study of the application in High-Tech industry.

• Main Authors: Chia -Chien Fu, 傅佳健
• Other Authors: Ray Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/sr4rdp

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 96 === The concept of relationship marketing is originated from industrial or organizational marketing and has been widely applied in the sector of service industry recently. It is to build the constant and long-term relationship between customers and enterprise in order to obtain mutual benefits. This research is going to explorer the relationship marketing between life insurance company and customers of group insurance in an attempt to have a better understanding of the application of the relationship marketing in this realm. A further discussion of “trust” and “commitment” will be conduced to know whether it is feasible to develop the business of individual insurance from these customers.The main concept of this research is relationship marketing and explorers the Focus Relation between life insurance company and customers of group insurance. It will be studied from the angle of Employee Benefit to determine if life insurance can also be part of the employee benefit program. The acceptance analysis of development of Worksite Marketing of Life insurance of high-tech industry will then be conducted by a small-scale questionnaire survey. There were 500 surveys sent with 186 effective surveys recalled. Theory of Morgan & Hunt (1994), Key Mediating Variables KMV, has been borrowed to explorer the mutual relations of variables. The data were analyzed by analysis of reliability, simple analysis, analysis of variance (ANOVA), analysis of correlation, and stepwise regression. The major findings are： 1.There is a positive relationship between relationship termination costs and relationship commitment. 2.There is a positive relationship between relationship benefits and relationship commitment. 3.There is a positive relationship between shared values and relationship commitment. 4.There is a positive relationship between shared values and trust. 5.There is a positive relationship between communication and trust. 6.There is a negative relationship between opportunistic behavior and trust. 7.There is a positive relationship between relationship commitment and acquiescence. 8.There is a negative relationship between relationship commitment and propensity. 9.There is a positive relationship between relationship commitment and cooperation. 10.There is a positive relationship between trust and relationship commitment. 11.There is a positive relationship between trust and cooperation. 12.There is a positive relationship between trust and functional conflict. 13.There is a negative relationship between trust and uncertainty.