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研究生:陳欣怡
研究生(外文):Chen,Hsin-Yi
論文名稱:通路衝突與通路績效關係之研究-以銀行保險對於台灣壽險業為例
論文名稱(外文):The relationship between channel conflict and performance there of-An empirical study of the effect of bancassurance on life insurance industry in Taiwan.
指導教授:鄭鎮樑鄭鎮樑引用關係王維元王維元引用關係
學位類別:碩士
校院名稱:實踐大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:87
中文關鍵詞:通路衝突通路績效合作關係
外文關鍵詞:Channel conflictChannel performancePartnership
相關次數:
  • 被引用被引用:7
  • 點閱點閱:699
  • 評分評分:
  • 下載下載:212
  • 收藏至我的研究室書目清單書目收藏:2
銀行保險對於壽險業者實屬不可阻擋之趨勢,本研究從壽險公司的角度思考,以銀行通路為主體,探討銀行保險通路對於台灣壽險業造成的通路衝突及其對通路績效的影響。再者,探討壽險業者與銀行業者間的合作關係,在通路衝突對通路績效的影響過程中,是否具有干擾效果。
本研究採用問卷調查法,問卷對象為壽險公司負責人或負責該公司行銷或業務相關主管,以增加其代表性,並採用SPSS10.0統計套裝軟體,進行各項統計分析。本研究實證結果顯示,銀行保險對於台灣壽險業所造成的通路衝突,的確會對通路績效帶來負面影響,且合作關係在通路衝突對通路績效的影響過程中具有干擾效果,合作關係有助於降低通路衝突對通路績效帶來的負面影響,值得業者重視並努力維繫以製造雙贏局面。
Bancassurance is an unavoidable trend for life insurance industry. Based on the view of life insurance corporations and used bank channels as the body, this study discusses the effect of channel conflict which resulted from life insurance industry in Taiwan on channel performance. In addition, the partnership between life insurers and bankers is presented moderates the effect of channel conflict on channel performance would also be investigated in this study.
A survey was conducted by survey method and in order to increase sample’s representative ability, the respondents were the owners of insurance companies or the managers who took charge of marketing or sales related businesses. Moreover, we employed SPSS 10.0 to analyze the collected data. The results showed that the channel conflicts of bancassurance which resulted from life insurance industry in Taiwan indeed had negative influence on channel performance. Additionally, the partnership between life insurers and bankers had a moderate influence on the relationship between the channel conflicts on channel performances. In this way, the partnership could reduce the negative impact of channel conflict on channel performances. According to our findings, the insurers should take effort to connect with the partnership between insurers and bankers in order to product win-win situation.
目 錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第三節 研究範圍 4
第四節 研究流程 7
第二章 文獻探討 8
第一節 銀行保險概論 8
第二節 通路衝突 14
第三節 通路權力 19
第四節 通路依存度 21
第五節 通路績效 23
第六節 合作關係 27
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假設 34
第三節 研究變數操作型定義與衡量 38
第四節 分析方法 40
第四章 研究結果與分析 41
第一節 敘述性統計分析 41
第二節 信度與效度分析 42
第三節 通路衝突與通路績效之迴歸分析 45
第四節 合作關係與通路衝突對通路績效之干擾迴歸分析 49
第五章 結論與建議 53
第一節 結論 53
第二節 對學術與實務之意涵 56
第三節 建議 57
第四節 研究限制及後續研究之建議 59
參考文獻 60
附錄A 68
附錄B 72
參考文獻
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