根據壽險公會統計，近年來銀行通路的保費收入及市佔率持續成長，已成為許多壽險公司所倚重的行銷通路。銀行通路主要仰賴理財專員銷售保險商品，保險公司如何強化彼此相互依賴性，乃行銷通路經營的重要課題，本文主要探討服務品質、關係行銷、滿意度、轉換成本與理財專員留存意願之關聯性。 本研究以T銀行理財專員為問卷發放對象，取得206份有效問卷，將回收之有效問卷進行分析，其分析結果發現：(1)服務品質的「可靠性」及「反應性」與理財專員留存意願存在正向關係，保險公司能正確的執行所承諾服務且瞭解理財專員的需求並即時給予協助，有助於提升理財專員留存意願。(2)關係行銷的「社交性結合」及「結構性結合」與理財專員留存意願存在正向關係，透過建立良好的互動關係及提供個別化的服務，有助於強化理財專員留存意願。(3)理財員專員的滿意度與其留存意願間存在正向關係，當理財專員對保險公司滿意度愈高，其留存意願愈高。(4)預期轉換成本對於理財專員留存意願存在正向關係，即轉換成本愈高時，理財專員與原保險公司繼續往來的意願愈高。 According to statistics of the Life Insurance Association, the premium income and market share of bank channel has continued to grow in recent years, becoming an important marketing channel of many life insurance companies. In bank channel, insurance products are mainly sold by financing consultants. How insurance companies enhance interdependence is an important issue for marketing channel operation. This paper discusses the correlation of service quality, relationship marketing, satisfaction and switching cost with consultant retention. This study investigated the consultants of T bank and collected 260 effective questionnaires. The analysis results showed that: (1) “reliability” and “responsiveness” of service quality are positively correlated with the consultant retention: insurance companies can correctly perform the promised service and know the needs of financial consultants to provide real-time assistance, which can help improve consultant retention; (2) “social bond” and “structural bond” of relationship marketing are positively correlated with the consultant retention: maintaining a good interactive relationship and providing individualized service can enhance the consultant retention; (3) satisfaction of consultants is positively correlated with consultant retention: when the consultants are more satisfied with the insurance companies, their retention intention is higher; (4) anticipated switching cost is positively correlated with consultant retention: when the switching cost is high, the consultant retention with the current insurance companies is also high.
