| Summary: | 碩士 === 靜宜大學 === 企業管理學系 === 89 === Under the impact of the variation of the business environment, such as the financial changes and the reduction of traditional profits of banks, many banks are positively searching new opportunities to increase profits. Here are four reasons why banks involve insurance. First, banks have abundant resources. Second, banks that involve insurance can get synergy and the scope of economic. Third, the success experience of Europe national bancassurance. Fourth, banks are also encouraged by the industrial insurance of the post office. Therefore, bancassurance become the new direction to increase profits of banks. When banks are active in bancassurance, the customer demand and the factors why customer purchase insurance in banks are the topic for the study.
The present study explores the point of view of banks and customers in bancassurance in terms of the population of banks and customers who had bought insurance in banks in Taiwan. The result shows that the main business model of banks is establishing agencies by bank. And another one is cooperate with insurance companies. Banks recruit salesmen from employees of new banks and employees service in counter. Beside, banks train salesmen by encouraging employees to join examination to get licenses and relative insurance courses. Customers who possess the following characteristics have a higher purchasing intention： 26-50 years old, be married and have two children, the employees of corporation and merchants, the salary per annum of a family between NT$ 710,000 and 1,500,000, have credit cards or to grant a loan, the major factors to purchase insurance in bank are consideration, reliability and convenience. To compare banks and customers, they are similar in the aspect of insurance commodities, intermediary channel and promotion strategies. Otherwise, banks are more different from customers in communication.
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