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    Title: 激勵對工作留存率相關性之研究 : 以壽險業電話行銷為例
    Other Titles: Cause and effect between motivation and retention rate : a case of life insurance telemarketing in Taiwan
    Authors: 陳慧娟;Chen, Hui-Chuan
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    范姜肱;Fan, Chiang Ku
    Keywords: 激勵制度;激勵方式;工作留存;離職傾向;電話行銷;motivation system;motivation method;job turnover;Turnover intention;telemarketing
    Date: 2013
    Issue Date: 2014-01-23 13:39:25 (UTC+8)
    Abstract: 台灣壽險產業競爭激烈,各保險公司為積極招攬人力,紛紛祭出高額的新進人才保證獎金,電銷人員在面對既有公司龐大業績要求之壓力,以及同業高額挖角獎金誘因下,無可避免地造成電話行銷業務員高流動率的普遍現象。
    本研究旨在探討壽險業電話行銷人員對激勵制度、激勵方式與工作留存的關聯性,透過分層隨機抽樣問卷發放方式,共發出350份問卷,回收有效289份問卷,問卷資料經由SPSS統計軟體進行分析,並使用一般之敘述統計、獨立樣本t檢定、單因子變異數分析(one-way ANOVA)與邏輯斯迴歸分析(Logistic Regression)。
    研究結果證實「激勵制度」、「激勵方式」、「工作留存因素」分別與「離職意圖」具有相關性。另外,月所得、在職年資、電銷總年資此三項對激勵制度有較高之認同。再者,不同人口統計變數對於激勵方式的同意程度基本上是相似的,惟不同在職年資對激勵方式的態度則有顯著差異存在。再如,月所得愈高者,對於「具有競爭性的保險商品」、「名單資源」、「定著率獎金」、「保單繼續率獎金」等四項工作留存因素愈為重視。此外,壽險業電話行銷人員對諸多短期激勵方式當中評價最高之前五名依序為「業績達成獎金(現金)」、「業績加乘」、「件數獎(現金)」、「團體國外旅遊」、「團體達成獎金(現金)」。
    The life insurance market is highly competitive in Taiwan. In order to recruit manpower actively, life insurance companies provide a large amount of guarantee bonus as incentives. However, telemarketers are facing the pressure of the high performance request of the current company at the same time but the inducement of high bonus from the competitor. Inevitable, this situation causes high turnover rate.
    The study discusses the relations of motivation system, motivation method and turnover intention for the telemarketer of the life insurance . Three hundreds and fifty questionnaires were distributed to participants and 289 valid questionnaires were collected. The statistics software “SPSS” was used to analyze the data. The methods of analysis included descriptive statistics, independent samples T-test, one-way ANOVA and Logistic regression.
    The researcch results prove that motivation system , motivation method and retention factor significantly associated with turnover intention. In addition, the three items, such as monthly salary, job seniority and telemarketing total seniority significantly associated with motivation method . Furthermore, different job seniority significantly has different attitude tendency to motivation method. The telemarketers with high monthly salary will prefer more competitive insurance product, list of potential customers, retention bonus, and policy renew bonus. The results also shows that the top five motivation methods for telemarketer are cash bonus for performance achievement, double bonus for performance , cash bonus for policy sold, free abroad travel for group performance and cash bonus for the group performance.
    Appears in Collections:[保險學系暨研究所] 學位論文

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