| Summary: | 碩士 === 國立成功大學 === 企業管理學系專班 === 101 === As the global financial market and information technology are constantly innovating and changing, the Taiwan government passed the “Financial Institutions Merger Law” in 2000 that allows industry consolidation of bank, insurance and securities in response to the rapidly changing financial market competition. In 2001, “Financial Holding Company Act” was then passed to have a substantial loosening of the cross-industry business restriction to financial institutions. With the gradual opening of the Acts, financial products were innovated, leading to business segmentation and differentiation within bank, insurance and securities to be gradually blurred since they provide consumers with “one-stop shopping” financial products.
In this environment of endless innovating financial products, the selling environment and channels of original simple life insurance products were deeply impacted. The sales were evolved from the traditional salesman into diversified marketing channels. Under the dramatic changes of policies and financial environment, life insurance companies began to have cross-marketing for various financial products or sell by multiple marketing channels with financial holding companies.
Since consumers’ decision-making processes to buy life insurance products are a series of complex processes, this study chose financial holding companies that operate or concurrently operate life insurance subsidiaries or affiliates as the subjects and gave the interviewees paper questionnaires and online questionnaires on mySurvey with a total of 420 effective questionnaires. The study aims to explore how financial holding companies’ brand images and interaction quality affect the consumers’ life insurance product repurchase intentions.
The results verified that the financial holding companies’ brand images and interaction quality have positive and significant impact on consumers’ life insurance product repurchase intentions. By providing the results to financial holding companies, we hope to enhance the general effect on life insurance products’ marketing strategy adjustment of multi-channel processes.
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