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研究生:葉旻潔
研究生(外文):YEH,MIN-CHIEH
論文名稱:業務人員吸引力、關係利益、關係品質的影響關係:以壽險業務銷售人員為例
論文名稱(外文):The study of Attractiveness, Relationship Benefits and Relationship Quality-The Case of Salesperson in Insurance Industry
指導教授:黃月霞黃月霞引用關係
指導教授(外文):HUANG,YUEH-HSIA
口試委員:黃月霞柯勝揮賴金端
口試委員(外文):HUANG,YUEH-HSIAKE,SHENG-HUEILAI,JIN-DUAN
口試日期:2017-06-23
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:90
中文關鍵詞:吸引力關係利益關係品質
外文關鍵詞:attractivenessrelationship benefitsrelationship quality
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:2
過去研究大多針對關係利益及關係品質,較少有研究集中在以壽險業務銷售人員的觀點探討其相關效益,故本研究將以壽險服務人員視為素人代言人初探業務銷售人員的吸引力、業務銷售人員與客戶的關係利益與關係品質三個構面,驗證其關係利益和關係品質之檢驗假說模型。研究變數乃研究「吸引力」為自變數、其對「關係利益」之信心利益及特殊對待利益,是否與「關係品質」如滿意、信任、承諾為衡量構面之間在壽險業間之影響關係。
本研究共獲得 319份有效問卷,並以結構方程模式進行測試假設研究。結果證實:(1)吸引力與關係利益呈正向影響(2)信心利益與關係品質呈正向影響,且特殊待遇利益也與關係品質有正向影響(3)吸引力在滿意度、信任度和承諾度之間在統計上沒有顯著影響(4)業務人員吸引力透對信心利益對關係品質的影響效果,及業務人員吸引力透過特殊待遇利益對關係品質的影響效果。
本研究結果將為壽險公司銷售人員、主管和教育訓練中心以此為指引瞭解如何增進行銷技巧。然而,本研究亦對於保險客戶所關心之關係利益提供建議,以提高及完善現有的銷售技巧和行銷策略。

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.

內 容 目 錄
中文摘要...................... iii
英文摘要...................... iv
誌謝辭....................... vi
內容目錄...................... vii
表目錄....................... ix
圖目錄....................... xi
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究問題與目的............ 4
  第三節  研究流程............... 5
第二章  文獻回顧................. 6
  第一節  吸引力理論.............. 6
  第二節  關係利益............... 10
  第三節  關係品質............... 15
  第四節  假說建立............... 19
第三章  研究方法................. 23
  第一節  研究架構............... 23
  第二節  研究對象............... 24
第三節  抽樣方法............... 24
第四節  問卷設計............... 25
第五節  資料分析方法............. 32
第四章  資料分析................. 35
第一節  各量表之敘述性分析.......... 35
第二節  各量表之信度分析與項目分析...... 41
第三節  因素分析............... 46
第四節  相關分析............... 50
第五節  模型分析與假說驗證.......... 51
第五章  結論................... 64
第一節  研究結論............... 64
第二節  學術意涵............... 67
第三節 管理意涵............... 69
第四節  研究限制與未來研究建議........ 70
參考文獻 ..................... 72
附錄  研究問卷.................. 88

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