南華大學機構典藏系統:Item 987654321/25816
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    题名: 壽險業務員能耐對銷售保險績效之研究
    其它题名: A Study of the Relationship between Insurance Salespersons' Competency and Sales Performance of Bancassurance
    作者: 李順彬
    LI, SHUN-PIN
    貢獻者: 財務金融學系財務管理碩士班
    趙永祥
    CHAO, YUNG-SHIANG
    关键词: 非財務績效;銷售保險績效;壽險業務員能耐
    non-financial performance;Sales Performance of Bancassurance;Insurance Salespersons' Competency
    日期: 2017
    上传时间: 2017-12-08 13:18:31 (UTC+8)
    摘要: 　　本研究主要探討壽險業務員的能耐，包含行銷能耐、整合能耐、技術能耐等三大構面，對銷售保險財務績效的影響性。以壽險公司的壽險業務員及壽險業務主管為調查對象，有效樣本數為385份。以回歸方程式為研究工具，並分析三個模式，所有樣本的壽險業務從業人員、壽險業務員及壽險業務主管，實證結果顯示壽險業務主管及業務員的行銷能耐、整合能耐對銷售保險財務績效及非財務績效呈顯著正向影響。壽險業務員的技術能耐對銷售保險非財務構面績效呈負向影響，但壽險業務主管的技術能耐對銷售保險非財務構面績效呈正向影響，表示兩者在技術能耐上是有差距的。並得到壽險業務員覺得最重要的能耐是整合能耐；其次為行銷能耐，較不重要的是技術能耐。最後，根據研究結果，提出討論並對管理實務及後續研究提出建議。
    　　This research mainly discusses the influence of life insurance salesman's competency, including marketing competency, integration competency and technical competency, on the financial performance of sales insurance. We surveyed 385 valid samples including sales and business executives of life insurance business. The empirical results show that the marketing competency and integration competency of life insurance supervisors and clerks have positive effects on the financial performance of sales insurance and the non-life insurance business performance of non-life insurance business. Financial performance has a significant positive impact. The technical capability of the life insurance clerk has a negative impact on the non-financial aspect of the sales insurance, but the technical competency of the life insurance business manager has a positive effect on the non-financial aspect of the sales insurance, indicating that there is a gap between the technical capabilities. And get life insurance salesman that the most important competency is the ability to integrate; followed by marketing competency, less important is the technical competency. Finally, according to the research results, the paper puts forward some suggestions and suggestions on the management practice and the follow-up research.
    显示于类别:[財務金融學系(財務管理碩士班)] 博碩士論文

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