| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 102 === Abstract
Before 2000, the life insurance sales channel is mainly based on direct sales, traditional brokers, and insurance agents in Taiwan. After “Financial Holding Company Act” applied, the boundary between banking, securities, insurance becomes less clear. Banks possesses more client resources and hence makes “Bancassurance” a most successful model among insurance distribution channels. In banking channel, financial consultants are responsible for selling life insurance products. As consultants are not employees of insurance company, there exists a special relationship between customers and them. How to effectively maintain high relationship quality and to increase selling intention and advocacy intention becomes a key element in marketing strategy for insurance companies. Insurance companies used to adopt relationship management to maintain the relationship between salesperson and them. Researches prove that high relationship quality helps improve the loyalty of the salesperson. However, it is ineffective to promote insurance products only by salesperson’s loyalty. The concept of how to enhance selling intention and advocacy intention is less addressed in relationship quality researches.This study based on relationship quality theory builds an integrated model to discuss the financial consultants’ selling intention and advocacy intention. Purposive sampling for financial consultants and structured equation model is used in the analysis within the scope of Bancassurance. The results shows that when the consultants feel trusted and satisfied with the insurance company, they are more willing to give commitment, which helps improve their selling intention and advocacy intention.
Key words: Bancassurance, Relationship Quality, Selling Intention, Advocacy intention
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