| Abstract: | 台灣自1999年加入世界貿易組織(WTO)之後，國內保險市場更趨自由化與國際化，但相同的，保險業也面臨國外金融集團強烈的競爭壓力及許多的挑戰。在市場有限且國內、外同業間競爭激烈的情況下，不論保險公司或保險經紀、代理人公司，在保險銷售中為了贏得客戶的青睞，最常使用的手段便是價格競爭。然而一個健全的保險市場，不應僅存在價格的競爭，企業應確保整體的獲利能力，突破以銷售為唯一目的之思考窠臼，也必須思索顧客的終身價值，目標應在於為顧客帶來更長遠的價值，並藉此創造出關係維繫更久的顧客。如：服務品質、品牌形象、滿足顧客滿意度等相關策略，才能達成企業永續經營的最終要求。因此，如何別開生面、創造公司附加價值，對企業經營者而言將是重要的一個課題。
本研究以消費者觀點來分析保險代理人品牌權益、服務品質及促銷策略對消費者購買行為之關聯性，並藉由問卷調查、統計分析結果發現：1.消費者對保險代理人品牌權益中的知覺品質會顯著的影響到其購買意願，其知覺品質越高，會使得消費者的購買意願越高。2.消費者對保險代理人服務品質中的可靠性會顯著的影響到其購買意願，消費者認為保險代理人的可靠性越高，會使得消費者的購買意願越高。3.消費者對保險代理人非金錢性的促銷策略會顯著的影響到其購買意願，消費者認為保險代理人非金錢性的行銷策略越多，會使得消費者的購買意願越高。4.保險公司的品牌，就保險代理人之品牌權益而言，在知覺品質上對消費者購買意願影響中係存在干擾效果。
Since 1999, Taiwan joined the World Trade Organization (WTO), the local insurance market trend to more open and internationalization, in the same way, the insurance industries are also facing strong competition of foreign financial group pressure and many challenges.Within limited markets, along with local and overseas peers highly competitive situation, whether the insurance companies or insurance professionals (such as: insurance broker and or insurance agent, in order to win the favor of customers, price competition is the most popular method.However, a healthy insurance market, there should not only price competition, enterprises should ensure that the overall profitability, to break the fix thinking pattern – “ sale is the sole purpose of marketing” . They have to think the customer lifetime value, should aim to bring customers more long-term value, and to create more long-standing customer relationships to maintain.Such as: service quality, brand image, to meet customer satisfaction and other related strategies, so that they could achieve ultimate business continuity requirements. Therefore, how to break , how to create the company added value in terms of enterprise managers will be an important issue.
This study analyzes by the consumer viewpoint of insurance agents brand equity, service quality and marketing strategies on consumer behavior is related, and through questionnaire surveys, statistical analysis found that: 1.Consumers of insurance agents in the perceived quality of brand equity will significantly affect their purchase intention, the higher its perceived quality, would make the higher purchase intention.2.Consumers of insurance agents in the reliability of the service quality will significantly affect their purchase intention, consumers think that the higher the reliability of an insurance agent, would make the higher purchase intention.3.Consumers of insurance agents non-monetary promotion strategy will significantly affect their purchase intention, consumers think that non-monetary insurance agent marketing strategies more likely to make the higher purchase intention.4. In the field of the insurance company''s brand, the brand equity of insurance agents, there is an interference effect in the perceived quality on consumer purchase intention. |
