Multi-Channel Conflict Analysis While Using Banks as Distributors- An Evidence of Insurance Marketing

• Main Authors: Yu-Ning Tian, 田育寧
• Other Authors: Chiang Ku Fan
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/2ch6z8

碩士 === 實踐大學 === 財務金融學系碩士班 === 102 === Insurers have adopted multiple channels of distribution to sell insurance products during the past decade. Although multiple channel distribution strategies provide tremendous benefits to insurers, but there are many causes which lead to multi-channel conflict. The question of how to identify the factors that cause distribution channel conflicts has received scant attention in the literature and has not been appropriately investigated in prior studies. Therefore, a significant research gap has emerged in understanding the causes of multiple channel conflict in an insurance sector and investigating the frequency of causes of channel conflict. The purposes of this study were to identify the factors that cause distribution channel conflicts in the insurance industry and to assess the frequency of factors that cause insurance distribution channel conflict. The estimation model in this study consists of two phases. In the first phase, this study employed the modified Delphi study to identify the causes of insurance multi-channel conflict, and employed Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) previously to shortlist the causes identified by modified Delphi study. In the second phase, the relative frequency of cause leading to multi-channel conflict was assessed by employing a conjoint analysis (C.A.). According to result of this study the most important three causes leading to multi-channel conflict are “differences in perception of reality used in joint decision making”, “using coercive powers”, and “incompatibility of goals”. Thus, this finding offers the administrators of banks or insurance companies will redesign their organization disciplines or management strategies accordingly which can improve the performance of insurance.