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題名:壽險公司與保險經紀/代理人關係之研究
作者:余祖慰 引用關係
作者(外文):Tsu-Wei Yu
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
指導教授:許永明
學位類別:博士
出版日期:2009
主題關鍵詞:壽險公司資源依賴理論代理理論保險經紀/代理人交易成本理論行銷通路夥伴關係資源互補life insurerinsurance brokers/agentsresource dependence theorymarketing channelpartnershipresource complementaritytransaction cost theoryagency theoryorganizational tyheory
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本研究採用深度訪談和實證的方式來檢視台灣壽險公司和保險經紀/代理人之間的關係研究。研究主要目的在於: 1.探討在保險行銷通路中影響夥伴關係的本質和因素。2.從交易成本理論、代理理論、組織理論、資源互補和資源依賴理論的觀點來探討壽險公司和保險經紀/代理人之間的夥伴績效關係和雙方未來繼續合作的意願。3.在多元通路策略和未來長期合作的關係中,本研究發現提供給壽險公司和保險經紀/代理人的決策者作為日後經營參考的依據。本文探討夥伴關係的組成要素、溝通策略、衝突解決方法、市場導向、夥伴關係績效和未來繼續合作的意願之間的相互關係。
研究結果顯示夥伴關係的組成要素、溝通策略、衝突解決方法、市場導向、夥伴關係績效和未來繼續合作的意願之間存在著顯著關係。這些研究貢獻能提供給未來研究相關主題以及壽險公司和保險經紀/代理人的經營者與管理者作為一項堅實的參考。
This study conducts in-depth interviews as well as an empirical survey to examine the relationships between life insurers and insurance brokers/agents in Taiwan. The primary purposes of this current work are to: 1. Explore the nature and influential factors of the partnerships between the members that constitute the insurance marketing channel. 2. Study the relations between the performance of the life insurers and the insurance brokers/agents and their willingness to continue to cooperate in the future from the perspectives of the transaction cost theory, agency theory, organizational theory, resource complementarity and resource dependence theory. 3. Provide our findings to decision makers at life insurers and the brokers/agents as a reference for multi-channel strategy and future long-term cooperative relationships. This study explores the correlation between partnership components, communication strategies, conflict resolution approaches, marketing orientation, partnership performance and willingness to continue cooperation in the future. Results show significant correlations among partnership components, communication strategies, conflict resolution approaches, market orientation, partnership performance and willingness to continue cooperation. These contributions can provide a basis for future studies of related topics, as well as a solid reference for business owners and managers in life insurers and insurance brokers/agents.
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