Factors Affecting Customers' Re - Purchase - A Case Study of X Insurance

• Main Authors: TSAI,LI-MIN, 蔡麗敏
• Other Authors: YEH,HSIAO-PING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/zzn7xt

碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士專班 === 106 === The endless stream of new policies is paramount to performance-driven life insurance, with sources of new policies including initial purchases by new customers and repurchase of used ones. According to the report of Hyundai Insurance Magazine, taking life insurance as an example, after the Life Insurance Association returned to its homeland with an insured person's ID card, about 154,000 people insured for life insurance in the first half of 2013. The insured rate was 65.9 %. In other words, more than 50 million life insurance policies are owned by more than 15 million people. There are about 3.5 insurance policies for each person. while the other nearly eight million people do not even have a policy. Obvious that the repurchase of policyholders is to promote the insurgency rate repeatedly lifted the main reason, followed by the insured is not yet the first purchase of the public. At present, the number of life insurance agents accessible to the general public is 186,000, of which 136,000 are registered with insurance brokers and agent companies, in addition to the 187,000 registered in 27 life insurance companies. There is an average of every 72 Taiwanese people in the fierce competition of the life insurance salesman. If their policyholders buy back their shares, the opportunity for salesman to win will be greatly enhanced. According to research data show that the cost of attracting new customers is much higher than retaining the old customers. At present, however, education and training materials for insurance salesmen focus only on how to develop new customers and do not discuss in depth how to operate old customers so as to increase the repurchase intention of old customers. Therefore, by collecting information on X Insurance, The use of MTS to explore the factors affecting the repurchase of old customers, used as a reference for the insurance business people operating the old customers.