臺灣博碩士論文加值系統

台灣壽險業以往都是以壽險公司業務員通路直接銷售為主，占比約90%以上，而在2001年國內因「金融機構合併法」、「金融控股公司法」與金融六法等相關金融法規陸續修正實施，金融政策放寬與擴大經濟規模機會，銀行業、壽險業及證券業可互相跨領域經營，銀行保險行銷通路也由此產生，各壽險公司也可利用銀行的資源，降低開發客戶的成本，並因應銀行的客戶屬性，提供可以滿足消費者的商品，達成可快速一次性購足的跨業行銷。隨著時間的演進，在2008年銀行通路首次超過壽險公司業務員直營通路，而在2010年也創下在壽險公司占比最高的保費收入來源，成為壽險公司主要經營的通路及方向。
而近期因為全球經濟環境的詭譎多變及主管機關對於壽險業的相關法令規範日趨嚴謹，銀行通路因為是跨業合作，在經營上更是面臨巨大挑戰，而商品的變異也造成銀行通路在銷售保險上，需重新學習商品及客戶的接受度下降，影響銷售意願及力度，便對於壽險業經營銀行通路的業績造成衝擊。
因為銀行通路對於壽險公司來說屬於間接通路，如何讓銀行銷售人員願意銷售各家保險公司商品，除了硬體的產品特性外，軟性的服務品質、品牌形象也會影響意願，本論文從產品特性、服務品質及品牌形象與銀行通路銷售人員關係的相關性做探討。
本研究採用量化研究。發放問卷共280份，採用Google問卷向銀行通路銷售人員發放。發放時間為2023年11月1號到2023年12月15號為止。本論文問卷共回收152份，有效問卷為152份，有效回收率為53.5%。研究結果顯示，銀行通路銷售人員在銷售保險產品時，首重產品特性，一個符合市場需求而又對於銀行通路銷售人員有利的保險產品會影響銀行通路銷售人員的銷售意願及力度。而在即使保險產品不是最好的條件下，因為有良好的服務品質與銀行通路銷售人員間的關係密切，也會影響銀行通路銷售人員的銷售意願。而品牌形象包含優良的品牌口碑、公益形象等，對於銷售上來說，能讓銀行通路銷售人員安心銷售並增加銷售力度。而銀行通路銷售人員除了本身基本應具備條件外，在銷售上也會因公司所給的任務而影響銷售方向。
依據本研究的結論提出研究建議，產品利用大數據推出多樣化商品架構及客製化商品，壽險業維持服務基本品質及增加創新性及與銀行通路合作保險銷售專案，產品特性要符合市場需求，針對不同客群提供特定商品。利用大數據分析客戶體況，彙整資訊給銀行通路銷售人員，可以初步了解銷售的成交機會，另外客戶服務的樣態可以利用AI智慧功能，緩解人工0800專線的負擔，提升好感度，增加銷售意願。另外，透過經營銀行通路高層，了解銀行通路制定策略及需求，讓雙方都可以達成共識，將保險商品納入專案中。也搭配藍海策略，在專案內提供不同的銷售方向，增加業績。

In the past, Taiwan's life insurance industry was mainly based on direct sales through life insurance company salesperson channels, accounting for more than 90%. However, in 2001, due to the "Financial Institutions Merger Act", the "Financial Holding Company Act" and the Six Financial Laws and other related financial regulations in the country, With the successive implementation of amendments, financial policies have been relaxed and economic scale has been expanded. The banking industry, life insurance industry and securities industry can operate across fields with each other. Bancassurance marketing channels have also emerged from this. Life insurance companies can also use the resources of banks to reduce the cost of developing customers. Cost, and in accordance with the bank's customer attributes, provide products that can satisfy consumers, achieving cross-industry marketing that can be purchased quickly and in one go. With the passage of time, in 2008, the bank channel surpassed the direct sales channel of life insurance companies for the first time, and in 2010, it also became the largest source of premium income for life insurance companies, becoming the main channel and direction of life insurance companies' operations.
Recently, due to the treacherous and changeable global economic environment and the increasingly stringent laws and regulations of the life insurance industry by regulatory authorities, banking channels are facing huge operational challenges because of cross-industry cooperation, and product variations have also caused bank channels to lose sales. In insurance, products need to be relearned and customer acceptance has declined, affecting sales willingness and intensity, which will have an impact on the performance of the life insurance industry's banking channel.
Because the bank channel is an indirect channel for life insurance companies, how to make bank sales staff willing to sell the products of various insurance companies, in addition to the hardware product characteristics, soft service quality and brand image will also affect willingness. This paper starts from the product Discuss the correlation between characteristics, service quality and brand image and the relationship between bank channel sales personnel.
This study uses quantitative research. A total of 280 questionnaires were distributed, using Google questionnaires to distribute to bank channel sales staff. The distribution period is from November 1, 2023 to December 15, 2023. A total of 152 questionnaires for this paper were recovered, and 152 were valid questionnaires, with an effective recovery rate of 53.5%. The research results show that when bank channel sales personnel sell insurance products, the first priority is product characteristics. An insurance product that meets market demand and is beneficial to bank channel sales personnel will affect the sales willingness and intensity of bank channel sales personnel. Even if the insurance product is not the best, good service quality and a close relationship with the bank channel sales staff will also affect the sales willingness of the bank channel sales staff. The brand image includes excellent brand reputation, public welfare image, etc. In terms of sales, it can allow bank channel sales staff to sell with peace of mind and increase sales efforts. In addition to the basic qualifications that bank channel sales personnel should have, their sales direction will also be affected by the tasks given by the company.
Based on the conclusions of this study, research recommendations are put forward. Products use big data to launch diversified product structures and customized products. The life insurance industry maintains basic service quality and increases innovation and cooperates with bank channels for insurance sales projects. Product characteristics must meet market demand. Provide specific products for different customer groups. Use big data to analyze customer profiles and compile the information to bank channel sales staff to gain a preliminary understanding of sales transaction opportunities. In addition, customer service can use AI smart functions to alleviate the burden of manual 0800 dedicated lines, improve favorability, and increase sales. Will. In addition, through the senior management of the bank channel, they can understand the bank channel's strategy and needs, so that both parties can reach a consensus and include insurance products in the project. It is also combined with blue ocean strategy to provide different sales directions within the project to increase performance.

目錄
誌謝························································Ⅰ
摘要························································Ⅱ
Abstract···················································Ⅳ
目錄·······················································Ⅵ
圖目錄····················································Ⅷ
表目錄·····················································Ⅸ
第一章 緒論·················································1
第一節 研究背景與動機········································1
第二節 研究目的·············································2
第三節 研究限制與研究範圍····································3
第四節 研究流程·············································3
第二章 文獻探討·············································5
第一節 產品特性·············································5
第二節 服務品質·············································6
第三節 品牌形象·············································8
第四節 銀行通路人員·········································9
第三章 研究方法············································11
第一節 論文研究架構及研究假設································11
第二節 研究變數及問卷設計····································12
第三節 統計分析方法·········································16
第四章 研究結果分析······························ ···········18
第一節 問卷題項基本資料描述性統計分析·························18
第二節 問卷題項衡量構面信度與效度分析·························23
第三節 問卷題項交叉分析·····································24
第五章 結論與建議···········································41
第一節 研究結論·············································41
第二節 研究建議·············································42
參考文獻 ···················································45
附錄問卷 ···················································47

圖 目 錄
圖 1-1 台灣保險市場業務員、銀行保險及保經代通路市佔率··········2
圖 1-2 研究流程圖···········································4
圖 2-1 銀行業服務品質三大變數································7
圖 2-2 銀行通路銷售優勢·····································9
圖 3-1 研究架構············································11
圖 4-1 男女性別樣本基本資料敘述性統計分析····················19
圖 4-2 年齡樣本基本資料敘述性統計分析························20
圖 4-3 學歷樣本基本資料敘述性統計分析························21
圖 4-4 職位樣本基本資料敘述性統計分析························22
圖 4-5 銷售年資樣本基本資料敘述性統計分析····················23

表 目 錄
表2-1 建構商店形象面項······································5
表2-2 服務品質五構面········································8
表2-3 人才能力·············································10
表3-1 問卷設計-產品特性·····································13
表3-2 問卷設計-服務品質·····································14
表3-3 問卷設計-品牌形象·····································15
表3-4 問卷設計-銀行通路銷售人員······························16
表3-5 信效度分析············································17
表4-1 男女性別樣本基本資料敘述性統計分析······················18
表4-2 年齡樣本基本資料敘述性統計分析··························19
表4-3 學歷樣本基本資料敘述性統計分析··························20
表4-4 職位樣本基本資料敘述性統計分析··························21
表4-5 銷售年資樣本基本資料敘述性統計分析······················22
表4-6 衡量構面信度與效度值···································24
表4-7 交叉分析項目說明······································24
表4-8 性別與產品特性交叉分析·································25
表4-9 性別與服務品質交叉分析·································26
表4-10 性別與品牌形象交叉分析·································27
表4-11 性別與銀行通路銷售人員交叉分析··························28
表4-12 年齡與產品特性交叉分析 ................................29
表4-13 年齡與服務品質交叉分析 ................................30
表4-14 年齡與品牌形象交叉分析 ................................31
表4-15 年齡與銀行通路銷售人員交叉分析 ........................32
表4-16 職位與產品特性交叉分析 ...............................33
表4-17 職位與服務品質交叉分析 ...............................34
表4-18 職位與品牌形象交叉分析 ................................35
表4-19 職位與銀行通路銷售人員交叉分析 .........................36
表4-20 年資與產品特性交叉分析 ................................37
表4-21 年資與服務品質交叉分析 ................................38
表4-22 年資與品牌形象交叉分析 ................................39
表4-23 年資與銀行通路銷售人員交叉分析 .........................40
表5-1 研究假設結果...........................................42

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（碩博士論文）
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