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|Other Titles: ||The characteristics of marketing channels in the automobile insurance market|
|Authors: ||藍勻;Lan, Yun|
|Keywords: ||專屬代理人;保險;行銷通路;Independent Agent;Insurance;distribution|
|Issue Date: ||2011-12-28 17:59:44 (UTC+8)|
|Abstract: ||保險市場的行銷通路發展日趨多元，不同的銷售系統其通路特性與行銷模式亦有所不同，因此產生許多不同型態的代理人問題。有關通路的行銷策略與發展趨勢等相關研究不勝枚舉，本研究則以不同角度實證分析在不同的銷售通路下所產生的契約品質與損失情形是否有所差異。 |
As the marketing channel for insurance industry has become increasingly diverse, the characteristics of the channel and the business models vary under different sales systems, which lead to problems with different types of agents. There are numerous researches related to marketing strategies and development trends of channel. This study empirically analyzes the contract quality and loss condition under various sales channels from a different angle.
This article discusses auto liability insurance coverage including (1) collision (2) bodily injury (3) property damage liability by independent agents and exclusive agents. From further analysis of sample information provided by an insurance company with variables such as insurance age, sex, insurance amount, car brand and model, insurance premium, accident frequency, the following three points are understood:
1、Which of the channels, an independent agent or an exclusive agent, tends to sell insurance policy with higher protection? (to be discussed respectively in regard to three insurances)
2、Which of the channels, an independent agent or an exclusive agent, tends to sell insurance policy with a higher claim compensation ratio? (to be discussed respectively in regard to three insurances)
3、Which of the channels, an independent agent or an exclusive agent, has higher underwriting capability (through the observation of the loss ratio)? (to be discussed respectively in regard to three insurances)
The empirical results show that with the verification of Tobit regression model, as far as the claim compensation ratio during the observation period of insurer’s information is concerned, there is an obviously negative relationship between exclusive agent channel and loss ratio in comparison with independent agent channel, which means that the claim compensation ratio of the insurance policy sold by an exclusive agent is lower than that of an independent agent. Moreover, as far as the loss ratio of the contract is concerned, with the empirical analysis of OLS regression model, there is also an obviously negative relationship between exclusive agent channel and loss ratio in comparison with independent agent channel, showing that the insurance policy sold by an exclusive agent has a better loss ratio than that of an independent agent. In addition to that, with the verification of Probit regression model, it is discovered that there is a positive relationship between an exclusive agent and a policy with higher protection when selling the collision insurance.
|Appears in Collections:||[保險學系暨研究所] 學位論文|
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