| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 97 === Among the life insurance industries in Taiwan, There are issues about product di-versification, increase of marketing channel and market demand, intense competition and high turnover rate of sales representatives. What listed above has caused the lowing of persistency rate, tremendous increasing operating costs, expanding of service breach, client’s complaints, increasing training costs, and waste of company’s and society’s re-sources, etc. In order to face these challenges, it is imperative that insurance companies need to have proper planning and research on how to enforce sales representatives’ mis-sion and belief about insurance marketing. Using customer-oriented differential mar-keting model, we can continuously create competitive advantages which could help life insurance industries to survive and have on-going operation in this severe environment.
In this research, the sales representatives in middle and southern Taiwan were se-lected as the research objects to discuss the relationship between their product knowl-edge, the educational training they got and their sales productivity. Here Liner Structural Relation Model ( LISREL) was used to examine the causes and effects between vari-ables. The result of this research showed that educational training did have moderating effects between product knowledge and sales productivity.
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