Consumer Behavior Study with Bancassurance and Traditional Agency Channel---Customers on North of Taiwan as an Example

• Main Authors: Cheng-Fen Yen, 顏呈芬
• Other Authors: LEE CHU LIN
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/99255728038459590523

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 94 === The competition among insurance industry, within these few years is just getting keener and keener. All of the attendants all make their utmost effort to explore more sales channels, for the sake, banking insurance has started, and has become the main approach for Taiwanese banking and insurance companies. All Bancassurance & sales people at insurance company had confronted incredible competition and challenge. There’re four major subjects for this study: 1) How do banks & insurance company to enhance their own advantage to acquire consumers? 2) To study the main concern while customers buy their insurance, in order to give the reference for improvement. 3) To provide bank & insurance companies direction for studying and designing new products in terms of studying consumers’ behavior, desire & requirement. 4) To provide bankassurance and insurance sales people the reference of serving customers. This article had released in total 510 questionnaires to the citizen of Taipei city and Taipei suburbs. 463 questionnaires were collected back, and among this collection, 412 was proofed to be effective. After collecting back questionnaires, they were processed by Microsoft Office Excel & SPSS10.0 Chinese version to numberize and summarized. By going through the statistics & analysis, it gives the reference of how consumers could choose the adequate service party among so many bank and insurance companies. At the same time, it gives the analysis about the satisfaction & consumers behaviors while consumers insured from bankassurance or insurance company. Finally it has come up with eight conclusions and three suggestions, respectively as 1)The suggestion to bankassurance and insurance sales people. 2)The suggestion to bank industry. 3)The suggestion to insurance industry.