| Summary: | 碩士 === 德明財經科技大學 === 理財與稅務管理研究所 === 99 === A low interest rate environment was formed as a result of the interest rate cut by the Central Bank in year 2000. The world economy was further dampened by the financial crisis that happened in year 2008. Besides dealing with the spread loss and facing the challenges that arise from the tough operating environment, the reducing number of new recruits and the implementation of International Financial Reporting Standard (IFRS4) make the operation of the insurance industry even tougher. Thus, how do insurance agents manage their existing clients and expand their market to obtain greater achievement? This is the focus of this research. Qualitative research methods are adopted to carry out the research. Three main elements in the insurance marketing are identified via literature review (i.e. trust, service level and professionalism). An interview draft is designed based on these three elements and in-depth interviews are conducted to find out how social capital helps enhancing insurance agents’ sales level and expanding their market.
The sample was obtained from an agency with excellent performance of an established local insurance company. 30 agents of different positions were interviewed. Interview conducted at the first stage was to pre-test:10 agents were interviewed to correct the suitability of the interview draft; Interview conducted at the second stage was to verify: another 20 agents were interviewed to form the propositions after verification was done.
Interview outcomes compiled shows that trust, service level and professionalism are inter-related in the social capita. Enhanced trust, variety of services and increased professionalism do help in insurance marketing. Besides identifying the propositions, it also reviews the fact that seniority and relationship are two important elements in insurance marketing. Though seniority and relationship are inter-related to the three main elements as mentioned earlier, there is no direct relationship between these two elements. Research outcome shows that insurance agents should capitalize on the capacity of the social capita to enhance their marketing ability.
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