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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74103

    Title: 保險行銷藉由轉介紹成功關鍵因素之研究
    Other Titles: A study on the key factors of successful insurance marketing through customer's referra
    Authors: 張騫筠;Chang, Chien-Yun
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    Keywords: 保險行銷;轉介紹客戶;影響力中心;關係行銷;客戶關係管理;Insurance marketing;Referral;Influence Cente;Relationship Marketing;Customer Relationship Management (CRM)
    Date: 2011
    Issue Date: 2011-12-28 18:04:24 (UTC+8)
    Abstract: 在競爭激烈的金融保險市場中,不斷增加新客戶是保險行銷業務中最重要的一環,而藉由舊客戶轉介紹是獲得新客戶最直接也最重要的途徑和來源。
    In the competitive financial and insurance market, the most important thing in the insurance marketing business is continuously to increase new customers, and to acquire new customers through a referral by existing clients is the most direct and important ways and sources.
    Generally speaking, the new customers through existing clients’ referral almost have a stable, positive, and characters in insurance and the new customers introduced by the existing customers mostly have a better understanding of insurance and a better risk awareness and as well as a better recognition of salesmen and their affiliated company. The contacted people through referral are easy to communicate and are likely to become a new customer eventually. Therefore, to get new customers through existing clients’ referral is the key factor of increasing the volume of customers.
    Through this research, we found that the key factors of existing customers willing to introduce new customers to insurance can be attributed to the salesmen’s professional knowledge of insurance, better service, better communication and responsible attitude.
    Marketing needs not only a professional knowledge, but also a marketing art. Royal customers are the most important assets in marketing, therefore, how to create, maintain, and promote mutual friendship is a decisive factor to keep customer relation.
    Appears in Collections:[Graduate Institute & Department of Insurance Insurance] Thesis

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