| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 104 === The meaning of “insurance” is not only the financial security, but also the financial support in this diversification society. Insurance is a kind of financial management, especially during society’s unsettlement and economic recession. The purpose of this research is finding the main reasons and processes for buying influence of insurance. We did the case studies for 15 customers and insurance sales representatives. Regarding to the research, there are three types of the relationship between clients and their insurance reps. However, different types of the relationship lead different degree of trust. First type is strangers. When the clients and their insurance reps are stranger, insurance reps need to show more professional knowledge and professional image for winning trust from their clients. The second type of the relationship is based on the situation when there is a common friend between clients and insurance reps. In this situation, clients become more easier to trust their insurance reps because they trust the common friend. The third type of the relationship is when clients and insurance reps are closer and closer. Their relationship is similar as family. In this type of relationship, insurance reps are even easier to get clients'' trust than the second type of the relationship. To be concluded, no matter which type the case belongs to, the relationship can consistently exist if insurance reps can satisfy their clients.
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