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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32376

    Title: 透過銀行理專或壽險業務員購買人身保險消費之比較分析 : 以大台北地區為例
    Other Titles: Consumer behavior study with bancassurance and traditional agency channel : customers on north of Taiwan as an example
    Authors: 顏呈芬;Yen, Cheng-fen
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    林麗銖;Lin, Li-chu
    Keywords: 銀行保險;Bancassurance
    Date: 2006
    Issue Date: 2010-01-11 02:03:10 (UTC+8)
    Abstract: 近年來,保險業的競爭愈來愈白熱化,業者無不在行銷通路上絞盡腦汁以開拓更多的行銷通路,銀行保險業務自此誔生。近幾年來已成為台灣金融與保險業競相爭取的市場。所有銀行理專及壽險公司業務員都將面臨空前的競爭及挑戰。
    本論文研究對象是以大台北地區居民(台北市與台北縣)為主。共計發出510份問卷,實際回收463份,其中有效問卷共計412份。問卷回收後,則利用Microsoft Office Excel與SPSS10.0 中文版將蒐集的資料加以編號與處理,透過相關統計分析。主旨在探討消費者在這麼多銀行和保險公司,是如何挑選?消費者透過銀行理專或壽險公司業務員投保時的消費行為及滿意度做研究分析。
    The competition among insurance industry, within these few years is just getting keener and keener. All of the attendants all make their utmost effort to explore more sales channels, for the sake, banking insurance has started, and has become the main approach for Taiwanese banking and insurance companies. All Bancassurance & sales people at insurance company had confronted incredible competition and challenge.
    There’re four major subjects for this study:
    1) How do banks & insurance company to enhance their own advantage to acquire consumers?
    2) To study the main concern while customers buy their insurance, in order to give the reference for improvement.
    3) To provide bank & insurance companies direction for studying and designing new products in terms of studying consumers’ behavior, desire & requirement.
    4) To provide bankassurance and insurance sales people the reference
    of serving customers.
    This article had released in total 510 questionnaires to the citizen of Taipei city and Taipei suburbs. 463 questionnaires were collected back, and among this collection, 412 was proofed to be effective. After collecting back questionnaires, they were processed by Microsoft Office Excel & SPSS10.0 Chinese version to numberize and summarized. By going through the statistics & analysis, it gives the reference of how consumers could choose the adequate service party among so many bank and insurance companies. At the same time, it gives the analysis about the satisfaction & consumers behaviors while consumers insured from bankassurance or insurance company.

    Finally it has come up with eight conclusions and three suggestions, respectively as
    1)The suggestion to bankassurance and insurance sales people.
    2)The suggestion to bank industry.
    3)The suggestion to insurance industry.
    Appears in Collections:[保險學系暨研究所] 學位論文

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