| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士在職專班 === 100 === Taiwan's life insurance market has always been to take sales direct marketing-based, early solicit insurance way to be in the "human type insurance" and "sales oriented ", failed to really understand customer needs. But with the Taiwan insurance market opening free competition is intense, customer choice also appears diversification, the sales way must learn from past "sales oriented " evolve into "customer oriented", and enhance service quality and business performance. A disincentive to concerned, "customer oriented" sales mode which is based on the trustrelationship, however, when business personnel's customer oriented and customer to customer oriented cognitive do not agree, can cause both for trust cognitive gap.
The sbject of study from the business personnel of the customer oriented marketing method, discusses the business personnel and customers for the trust cognitive gap sex, and then understand disparity on the business performance, customer loyalty influence relationship, to help the life insurance business personnel find customers the most important key factors. Methods to select seventy business personnel with the corresponding service enable each 10, a total of 770 copies issued, deduct not recycling questionnaire, the effective sample for 583 copies (business personnel 53 portion, protecting a 530), and the effective recovery was 75.71%.
The results showed that (1) the business personnel and customers for customer orientation in different cognitive, and the greater the gap, both for business personnel of trust, and the company to product the trust, the trust of the three cognitive gap will be bigger. (2) in the business personnel of trust, and the company to product the trust, the trust of cognition disparity on the business personnel of the business performance most no significant effect. (3) in the business personnel of trust, and the company to product the trust, the trust of cognition disparity on the customer loyalty is negative.
This research also further verification in does not consider the cognitive gap: (1) business personnel self assessment in the business personnel of trust, and the company to product the trust, trust and for business performance most were no significant influence; (2) customers for business personnel of trust, and the company to product the trust, trust and for business performance results also with; (3) customers for business personnel of trust, and the company to product the trust, the trust and customer loyalty is in negative influence on. In view of the empirical results show that trust is built the bridge of customer relationship, and how to do the establishment of trust relationship in order to enhance the customer loyalty degree is the insurance company for the business personnel education training an important marketing study subject.
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