| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 98 === With the trend of financial business integration, the life insurance companies face keen market competition. They are forced to develop multiple channels since the agency channel which was the main distribution channel can not stay competitive in the market. In 2009, 63.15% of first-year premium collections on life insurance products come from the bancassurance channel and 33.85% are from the agency channel. However, life insurance products are intangible and agents play significant roles during service delivery in order to meet various customers’ need. This is why most life companies still choose to strengthen the agency channel. Thus, it merits a better attention to probe into the relationships between life companies and their agents.
The study is conducted by the questionnaire survey on F Life Insurance Company. Throughout interviewing 509 agents and 200 customers, the datum of the research is made by reliability analysis, descriptive analysis, Pearson correlation analysis, independent sample t-test, ANOVA, and multiple regression analysis to verify the identity degrees of the interviewees on the organizational commitment, the professional commitment, the organizational citizenship behavior, and the service quality. Following are the major findings:
1. Each one of the organizational commitment, the professional commitment, and the organizational citizenship behavior are statistically significant and positive correlated to the service quality. Among them, the organizational citizenship behavior is with the strongest influence on the service quality, then the professional commitment second, and the organizational commitment last.
2. Among the sub-dimensions, the continuance commitment in the organizational commitment explains most the variations of the service quality. Also, the professional involvement in the professional commitment explains most the one. And, the participation in the organizational citizenship behavior explains the most the one and then the service delivery. It means that the professional involvement and the participation of the agents are with significant effects on the service quality.
3. The variations in the identity degrees of the service quality of the agents and the customers are significantly different.
4. The variations in the identity degrees of the organizational commitment of the different agency channel are significantly different.
From the findings of the research, the organizational citizenship behavior is proven the most impacts on the service quality and the professional commitment influences the organizational citizenship behavior more than the organizational commitment. Consequently, the life companies should invest more training resources to upgrade agents’ professional capability except for enhancing the organizational identification of agents. Professional agents are more confident of selling and delivering service, and perform organizational citizenship behavior better, so that earn customers’ trust and improve service quality. Ultimately, it creates irreplaceable value of the agency channel.
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