English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 60696/93562 (65%)
造访人次 : 1046099      在线人数 : 27
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74289


    题名: 銀行通路成員對產險業通路管理策略及其滿意度與績效關係之研究
    其它题名: Relationships among the channel staffs' perception to channel management strategy of property insurance, satisfaction and performance
    作者: 劉明清;Liu, Ming-Ching
    贡献者: 淡江大學企業管理學系碩士在職專班
    王居卿
    关键词: 通路策略;強制策略;非強制策略;允諾策略;通路滿意度;Channel Strategy;Enforcement Strategy;Non-enforcement Strategy;Admission Strategy;Channel Satisfaction
    日期: 2011
    上传时间: 2011-12-28 18:21:01 (UTC+8)
    摘要: 隨著資訊科技的發展、消費者的消費型態改變與產品的互相競爭,行銷通路的選擇相當重要。本研究欲瞭解產險業在各通路中之經營狀況,探討在訂立不同的通路策略、通路滿意度的高低對於通路之銷售績效之關係。
    本研究以產物保險業銀行行員為調查的對象,總共發出300 份問卷,回收有效問卷246 份,有效問卷回收率為82%,採用SPSS與AMOS 統計軟體作為統計分析工具,以因素分析、描述性統計、皮爾森相關分析、線性結構方程式等等方法,研究結果如下:
    一、產險公司採取非強制策略或允諾策略,均對經濟滿意度產生正向且顯著的影響,
    二、就通路策略而言,不管產險公司訂定策略方式為何,均對通路績效產生正向且顯著的影響。
    三、通路經濟滿意度不會對通路績效產生正向且顯著的影響,而通路社會滿意度對通路績效產生正向且顯著的影響。
    Due to the rapid development of information technology, the consumers’ consuming pattern changes, and the products compete with each other, the marketing channel selection is quite important. This study desires to understand the operational condition of the property insurance industry in every channel and explores the relationship of setting up different channel strategies and the high and low channel satisfaction to the channel sales performance.

    This study adopts the bank staff of the property insurance industry as the investigation object. The study sent out altogether 300 questionnaires, recovered 246 valid questionnaires, and the valid questionnaire recovery percentage was 82%. The study uses the SPSS and AMOS statistical software as the statistical analysis tool and makes an analysis by the factor analysis, descriptive statistics, Pearson correlation analysis and linear structural relational model. The findings are as follows:

    1.The property insurance company adopts the non-enforcement strategy or admission strategy, both of which have positive and significant influence on the economic satisfaction.
    2.As far as the channel strategy is concerned, no matter how the property insurance company sets up the strategy, it has positive and significant influence on the channel performance.
    3.The channel economic satisfaction will not have positive and significant influence on the channel performance, but the channel social satisfaction will
    显示于类别:[企業管理學系暨研究所] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    index.html0KbHTML164检视/开启

    在機構典藏中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈