A Study of the Customer Repurchase of Telemarketingfor Insurance Products

• Main Authors: Yi-Ching Lin, 林依靜
• Other Authors: Chia-Yi Cheng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/04234010646775043537

碩士 === 銘傳大學 === 風險管理與保險學系碩士在職專班 === 102 === The rise of the insurance telemarketing business, mainly due to the low operating costs can be effective in creating excellent sales performance. The telemarketing agent can use the phone to quickly complete customer service and reach out to more businesses and people, so telemarketing is widely used in insurance marketing. Faced with fierce competition telemarketing environment, how to enhance the customer wishes to renew and increase customer confidence and loyalty to the company, which has become the most important issue. The research topics are factors that influence customer repurchase behavior in the insurance business of telemarketing. Observation of telemarketing business for nearly three years,we can understand what the factors affect to the repurchase behavior of policyholders, for example, "marketing mix", "professional competence and incentive system of insurance agents", and"policyholder''s claims experience". Logistic regression analysis showed that the insurance amount , sales training, the sales performance completion ratio, and the amount of claims will significantly affect the behavior of policyholders renewal, and their are a negative correlation. In addition, Insurance projects, job seniority, loss rate, and claims days, there are have a positive correlation impact on customer renewal behavior. Furthermore, through the empirical analysis, we summarize the practical implications and recommendations are as follows: a. With consumer preferences to plan insurance content, and merchandise mix and strive straightforward. b. Strengthening education and training of insurance agents to improve service quality. c. Properly use that incentive system of insurance agents, to strengthen the effectiveness of renewal. d. Improve claims service quality, to enhance policyholder renewal will. The above suggestions provides property insurance industry as a sales strategy reference, hoping to effectively enhance repurchase intention of telemarketing business.