A research on antecedents for sales management of salesperson–empirical study of C insurance company

• Main Authors: Tseng, Mei-Shu, 曾美淑
• Other Authors: Lin, Jing
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/536nv3

碩士 === 國立臺北大學 === 國際財務金融碩士在職專班 === 103 === With the emerging growth in global markets, the competitions among industries have become severer, and a company may have to focus on a certain market sector for the purpose of marketing so as to save costs and increase profits. The insurance companies in Taiwan have been striving for decades and they all have accumulated a considerable amount of customers, so how to manage the existing customers for increasing the repurchase rate has become a serious issue to be concerned. Especially, Taiwan is facing a situation of population aging, so the products such as retirement fund management, medical care assurance and long-term caring have been rapidly developed. Thus, the purchase rate for life insurance is expected to be continuously increased. Accordingly, each insurance company and each communication division thereof all have been making strategies for increasing the repurchase rate from the existing customers. This research is to assume the existing customers in the communication division as a target customer group, and the back propagation network (BPN) is adopted for developing different sales management groups, so differentiation could be made for managing the sales model for existing customers or the customer visiting tactics for salesperson. The objective of this research can be categorized as followings: 1. possible factors affecting the repurchase behavior of customers listed in the communication division; 2. repurchase possibilities affected by the sales management models made by the salesperson in the communication division; and 3. predictions for the repurchase product types with respect to the insurance products already bought by customers. This research has found the possible target groups from those who have already purchased insurance products and may repurchase in the foreseeable future, as followings: 1. married customers, 2. customers under 45 years old, 3. customers who identify the importance of insurance and 4. customers who consider the insurance is the most suitable option. In addition, through the relational analysis, this research has found that the most obvious repurchase product is the medical insurance. Among the sampling, there are up to 75% of the customers who have already bought the medical related products and 53.33% among those have additionally bought the medical insurance, this means there is a high percentage for the repeat purchase of medical insurance products. Thus, the growth of medical market can still be anticipated. Lastly, in the sales management model for salesperson, three effects are determined through integrating the four models and the seven successful selling factors which are commonly used by the insurance companies: 1. single effect, 2. cross effects and 3. compound effect. For those customers who may have the potential of repurchase, if the customer relationship managing system can be constantly maintained, and the business sales process system and the sales strategy can be well established, the repurchase behavior of customer may even become automated, so the business opportunities could be endless and the cost of sales could be lowered, thereby allowing the profits to be increased. This research is humbly provided as a reference for the life insurance manager and salesperson.