| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 101 === The Financial Holding Company Act issued and changes of population structure bring high growth for life insurance in Taiwan. In the past two decades, rate of insurance covering increased from 80% to 215% in 2011. Development speed is very fast, that reflected not only in the rate of insurance covering, the popularize rate of insurance, but also in the first year premium (FYP) breaking record every year. In 2011, Taiwan accounts for 2.45% of life insurance premium income in the world, ranking 9th . The marketing channel was substantial change while life insurance was the high-growth. In the past, consumers purchase the insurance only from the salesmen work in the life insurance company. But today, consumers can purchase insurance in multiple ways, such as the advisors of bank, brokers and agents, even in TV, telephone or internet. Therefore,
purchase of pipeline can be quite diverse.
This study develops a model that investigate the antecedences (customer knowledge, customer orientation, expertise of the seller and similarity between buyer and seller) and the consequence (customer retention) of buyer-seller relationship quality (the mediating effect) in the insurance services. We also investigate the demographic variables and the marketing channels how impact on life insurance buying behavior. The questionnaires were collected using stratified sampling and from a survey of policyholder or assured who had purchased life insurance. Of the 549 questionnaires returned, 467 were found valid. To understand the causal relationship among the variables, SPSS12.0, IBM SPSS Amos 21.0 and Excel 2012 were used for analysis based on Structural Equation Modeling(SEM).
The empirical results show that the customer-oriented, expertise and similarity effect the relationship quality significantly. Also, high relationship quality enhance the customer retention. And the same time, different marketing channels and different demographic variables have an impact on the variables of this study model. By chi-square test, we found that customers decide the marketing channels because of their age, occupation, personal annual income and the number of insurance policies. Although the bancassurance and traditional insurance broker or agent’s overall rating of the variables in this study were better than the general insurance company salesmen and emerging channels such as direct marketing. However, the majority of respondents still selected the general insurance company salesmen as their first choice. But, datas also revealed that respondents buy insurance through two types of channels were far more than a single channel. Thus, the life
insurance marketing is not stable, but is quietly moving.
This study suggests that the channel manager or seller should be committed to improving the quality of the relationship, in order to keep customer retention effectively, and also to get the referral. Although the rate of insurance covering was up to 215%, but the customer's will purchase more insurance because of the existence of unsatisfied needs.
Only manages good relationship quality, you can keep the customer retention well.
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