Study on the Influence of Goal Setting and Internal Marketing to Job Vigor, Psychological Empowerment and Job Performance－Six Life Insurance ompanies in Tainan area as an Example.

• Main Authors: CHENG SU HUI, 鄭夙惠
• Other Authors: 陳孟修
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/chh2x3

碩士 === 南台科技大學 === 高階主管企管碩士班 === 101 === In insurance industry, a financial consultant could provide customers asset allocation or financial plans according to their needs. In order to investigate financial consultants’ achievement of job performance, six insurance companies in Tainan were used as study objects-China Life Insurance, Fubon Life Insurance, Cathay Life Insurance, Nanshan Life Insurance, Mercuries Life Insurance and Shin Kong Life Insurance. The Str. RS (stratified random sampling) sampling procedures were used to evaluate the relationship between personality traits of financial consultants, internal marketing, job vigor, psychological empowerment and job performance. In this study, 620 questionnaires were delivered and 566 of them were reclaimed. Subtract 21 invalid questionnaires, there are 545 valid questionnaires. The effective response rate is 87.90%. This study has adopted SPSS FOR WINDOWS as the tool for statistical analysis. The methods for analysis of sample data were as follows: factor analysis sample structure, T-test, one-way ANOVA, two-way ANOVA, correlation analysis, Pearson’s product-moment correlation, regression analysis and structural equation model (SEM) analysis. The main findings are as follow: i. Cognition toward goal setting: it is mainly from corporation running strategies, internal marketing, employee benefits and the resources an immediate supervisor provides to the partner. But the completeness of goals is also affected by personality traits of financial consultants, industrial competition, execution and the mood. ii. The influence study questionnaires is mainly to understanding the relationship between goal setting, internal marketing, job vigor, psychological empowerment to job performance. But job performance is affected by personality traits of financial consultants, working environment and the resources an immediate supervisor provides to the partner. iii. All the components of goal setting affected the behaviors that financial consultants achieve job performance. And the high commitment to the company-set performance goals is the key factor. iv. It is highly positive significant in regression analysis. As far as the six insurance company are concerned, when a financial consultant executive his job, the higher the cognition degree of goal setting, internal marketing, job vigor and psychological empowerment is, the more job satisfaction it will affect, which will promote the financial consultants’ relevant cognition. Therefore, the authority should pay highly attention on it. v. Among all the mediators, ‘job vigor’ and ‘job performance’ have highly significant influences, and the second one is “psychological empowerment”. The prediction attained satisfactory levels.