The study of Attractiveness, Relationship Benefits and Relationship Quality-The Case of Salesperson in Insurance Industry

• Main Authors: YEH,MIN-CHIEH, 葉旻潔
• Other Authors: HUANG,YUEH-HSIA
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/mr598g

碩士 === 中國文化大學 === 國際貿易學系 === 105 === Most of the previous studies focused on the relationship benefits and relationship quality, little research has focused on attractiveness, relationship benefits and rela-tion-ship quality from life insurance sales perspectives. Therefore, this study initially explored the attractiveness of life insurance sales, considering them as “hybrid en-dorsements” to verify the four hypothesis model of "attractiveness", "relationship bene-fits (confidence benefits and special treatment benefits)" and "relationship quality (sat-isfaction, trust and commitment)". The 319 valid respondents were collected and structural equation modeling was used to test the research hypotheses. The result indicated that (1) the attractiveness is positively related to the relationship benefits (confidence benefits and special treatment benefits. (2) The confidence benefit is positively related to the relationship quality (sat-isfaction, trust and commitment). And the special treatment benefit is positively related to the relationship quality (trust and commitment). But the special treatment benefit is positively related to the relationship quality (satisfaction). (3) The attractiveness has no statistically significant relationship among satisfaction, trust and commitment (rela-tion-ship quality). (4) Identified the mediating effect of confidence benefits between attractiveness and relationship quality (satisfaction, trust and commitment). Meanwhile, the mediating effect of special treatment benefits between attractiveness and relation-ship quality (trust and commitment). The findings would provide for marketers, manager and management of training center in life insurance companies and hope it would serve as a guide as to which as-pect to improve on in terms of marketing skills. In addition, it provided some sugges-tions for relationship benefits which insurance clients are concerned about, to enhance and refine the existing marketing skill and strategies development.