A Study on Relationship Marketing in Direct Marketing Activity of Life Insurance Industry

• Main Authors: Kuang Chieh Liu, 劉光杰
• Other Authors: Sen Kuei Liao
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/23459548595617774049

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 91 === Abstract Title：A Study on Relationship Marketing in Direct Marketing Activity of Life Insurance Industry Pages：162 School：National Taipei University of Technology Department：Institute of Commerce Automation and Management Time：July, 2003 Degree：Master Researcher：Kuang Chieh Liu Advisor：Sen Kuei Liao In overseas there are already several tens of years of history in the research on application of direct marketing. In addition, there are also many literatures on the implementation of relationship marketing in various professions. On the viewpoint of enhancing the level of customer satisfaction and loyalty, it is believed that there should not be any doubt. However, to apply this on direct marketing activity conducted imperfectly through the marketing of sales persons, how to care for reducing enterprise cost and to continue maintaining customer relationship at the same time and even how to provide service quality that is better than the original quality should be more problematic that worth more investigation. In the insurance industry that is highly relied on the face to face with customer by sales person so as to achieve the smooth selling of insurance policy and to continue provision of future service, all along it shows that it really requires two factors - 『human』 and 『face to face』explanation so that customer can feel comfortable to purchase insurance policy.The superiority emphasized by direct marketing is greatly different from the traditional selling method through insurance sales person. In regard to how to allow the direct marketing activity of the life insurance industry to be successful, its key factor is customer selection in the early stage and subsequent customer service and this must highly rely on strong and powerful relationship marketing technique. Basing on the special characteristics of insurance industry direct marketing in the life insurance market of Taiwan and amongst customer group who accept enterprise commodity or service and with transaction dealing relationships, this research hopes to investigate the customer relationship marketing method of enterprise in an enterprise position so as to create a method with value. In addition, through integration of various types of activities between enterprises, the advantage can be brought into full play. Therefore, this research attempts to base on the concept and method of relationship marketing and shall combine with direct marketing activities that are very popular in recent few years so to strengthen customer relationship and to retain customer with high loyalty. This will allow both the enterprise and customer to achieve the purpose of win-win. According to the above concept, the following results can be obtained from the investigation in this essay: (1) Understand the meaning represented in the customer relationship marketing in the development of marketing theory development. (2) Understand the application condition of customer relationship marketing in the life insurance industry direct marketing.(3) Based on the three life insurance companies in the country to understand to utilize relationship marketing to implement of the company into full play. (4) Understand life insurance company can provide related service to customers and the cooperation partners through network technology so as to maintain a long-term and good interactive relationship and to understand what is the key role played in the direct marketing activity. Keywords:Relationship Marketing,Direct Marketing