關係行銷的觀念源起於工業或組織市場行銷，近年來被應用於服務業行銷，並逐漸在服務業行銷受到重視。它主要是和消費者建立持續不斷的關係，主要目的希望能藉由互惠而與每一位顧客保持長期關係。本研究所探討的是壽險業者與其團體保險客戶間的關係行銷，以瞭解台灣壽險產業團體保險這一部份關係行銷運用的情形？並進一步探討利用信任及關係承諾，可否進一步向團體保險客戶進行個人險商品的開發？本研究之觀念性架構是以關係行銷在人員銷售的應用為主題，探討壽險業者與其團體保險客戶之間的主要關係(Focus Relation)。並由員工福利計劃角度切入，討論壽險職域行銷是否可成為企業員工福利計劃的一部分，由企業雇主觀點探討發展職域行銷之研究，透過對各個工業園區企業負責人或人力資源主管或福委會的問卷調查，藉以了解高科技產業雇主對職域行銷的接受度，本研究共寄出500份問卷，共得186份有效問卷，採用Morgan & Hunt(1994)所發展的「承諾─信任理論」(Key Mediating Variables；KMV)，以關係承諾與信任做為中介變數，探討前置變數對結果變數的影響，以中介段變數如何進一步地影響關係結變數果。主要的資料方法為信度分析、簡單平均、變異數分析、相關分析及逐步迴歸分析等。 研究結果發現： 1.關係終止成本與關係承諾之間有正向的關係。 2.關係利益與關係承諾之間有正向的關係。 3.共享價值觀與信任之間有正向的關係。 4.共享的價值觀與信任之間有正向的關係。 5.溝通與信任之間有正向的關係。 6.投機行為與信任之間有負向的關係。 7.關係承諾與默許之間有正向的關係。 8.關係承諾與離去意願之間有負向的關係。 9.關係承諾與合作之間有正向的關係。 10.信任與關係承諾之間有正向的關係。 11.信任與合作之間有正向的關係。 12.信任與功能性衝突之間有正向的關係。 13.信任與不確定性之間有負向的關係。 The concept of relationship marketing is originated from industrial or organizational marketing and has been widely applied in the sector of service industry recently. It is to build the constant and long-term relationship between customers and enterprise in order to obtain mutual benefits. This research is going to explorer the relationship marketing between life insurance company and customers of group insurance in an attempt to have a better understanding of the application of the relationship marketing in this realm. A further discussion of “trust” and “commitment” will be conduced to know whether it is feasible to develop the business of individual insurance from these customers.The main concept of this research is relationship marketing and explorers the Focus Relation between life insurance company and customers of group insurance. It will be studied from the angle of Employee Benefit to determine if life insurance can also be part of the employee benefit program. The acceptance analysis of development of Worksite Marketing of Life insurance of high-tech industry will then be conducted by a small-scale questionnaire survey. There were 500 surveys sent with 186 effective surveys recalled. Theory of Morgan & Hunt (1994), Key Mediating Variables KMV, has been borrowed to explorer the mutual relations of variables. The data were analyzed by analysis of reliability, simple analysis, analysis of variance (ANOVA), analysis of correlation, and stepwise regression. The major findings are： 1.There is a positive relationship between relationship termination costs and relationship commitment. 2.There is a positive relationship between relationship benefits and relationship commitment. 3.There is a positive relationship between shared values and relationship commitment. 4.There is a positive relationship between shared values and trust. 5.There is a positive relationship between communication and trust. 6.There is a negative relationship between opportunistic behavior and trust. 7.There is a positive relationship between relationship commitment and acquiescence. 8.There is a negative relationship between relationship commitment and propensity. 9.There is a positive relationship between relationship commitment and cooperation. 10.There is a positive relationship between trust and relationship commitment. 11.There is a positive relationship between trust and cooperation. 12.There is a positive relationship between trust and functional conflict. 13.There is a negative relationship between trust and uncertainty.
