Intention of Repurchasing and Renewing Life Insurance Company’s Products based On the Bank Brand Trust and Bank Officer Trust – Life Insurance Company Brand Trust as the Intermediary

• Main Authors: Lu, Jung Chuan, 盧榮權
• Other Authors: Chiu, Kuang Hui
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/42392265305854466906

碩士 === 國立臺北大學 === 企業管理學系 === 98 === From January to October in 2009, the life insurance company of Taiwan had already sold 506,600 million insurance premiums through banks. This amount seized the 62.5% of the first year premium income of the whole life insurance companies. Therefore, banks are the largest selling channel for the life insurance companies. This research based on the concept of the Bank Brand Trust and the Bank Officer Trust to discuss the relationship between the trust of the bank brand, the bank office and the life insurance company brand and the intention of policyholders to repurchasing/renewing the insurance company’s other products. After studying and analyzing by literatures and questionnaire, this research confirmed that the trust of the bank officers will influence the bancassurance customers to repurchase/renew the life insurance company’s other products. The trust of the life insurance company brand will influence the bancassurance customers to repurchase/renew the life insurance company’s other products. This result encourages the insurance company to build up a trustable brand and train their employees become trustable salespeople for customers.