The Effects of Corporate Image, Interactive Quality, and Marketing Campaigns on Reselling Intention– Using the Bank Channel of an Insurance Company as an Example

• Main Authors: Tine-Tzu Chang, 張天賜
• Other Authors: Wu-Der Tsay
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/58946293274597711688

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 98 === There are 70% amounts of new insurance spremiums came from bank channels for the bancassurance in first quarter of 2010. Therefore, bank channels have become, and will continue to be, the most important insurance channel. Using the 3-pillar service model, this paper proposes three factors, i.e., corporate image, interactive relationship and marketing campaigns to investigate Financial Consultants’ reselling intention for insurance merchandise. This study adopts the questionnaire survey methods, there are 330 valid sampling, the results show that, first, corporate image has significantly positively affect reselling intention. Second, interactive quality has significantly positively effect reselling intention. Third, marketing campaigns have significantly positively influence reselling intention. This study proposed some suggestions from practices viewpoints, firstly, insurance industries should reinforce corporate images to improve sales efficiency. Secondly, to train and develop the superior sales managers maintain interactive quality and to build trust with Financial Consultants for bank channels. Thirdly, to perform marketing campaigns, either price related or not, to improve reselling intentions of Financial Consultants for bank channels. Hopefully, these findings and suggestions can provide some operation references for the bancassurance.