| 摘要: | 過去研究大多針對關係利益及關係品質，較少有研究集中在以壽險業務銷售人員的觀點探討其相關效益，故本研究將以壽險服務人員視為素人代言人初探業務銷售人員的吸引力、業務銷售人員與客戶的關係利益與關係品質三個構面，驗證其關係利益和關係品質之檢驗假說模型。研究變數乃研究「吸引力」為自變數、其對「關係利益」之信心利益及特殊對待利益，是否與「關係品質」如滿意、信任、承諾為衡量構面之間在壽險業間之影響關係。
本研究共獲得 319份有效問卷，並以結構方程模式進行測試假設研究。結果證實：(1)吸引力與關係利益呈正向影響(2)信心利益與關係品質呈正向影響，且特殊待遇利益也與關係品質有正向影響(3)吸引力在滿意度、信任度和承諾度之間在統計上沒有顯著影響(4)業務人員吸引力透對信心利益對關係品質的影響效果，及業務人員吸引力透過特殊待遇利益對關係品質的影響效果。
本研究結果將為壽險公司銷售人員、主管和教育訓練中心以此為指引瞭解如何增進行銷技巧。然而，本研究亦對於保險客戶所關心之關係利益提供建議，以提高及完善現有的銷售技巧和行銷策略。
Most of the previous studies focused on the relationship benefits and relationship quality, little research has focused on attractiveness, relationship benefits and rela-tion-ship quality from life insurance sales perspectives. Therefore, this study initially explored the attractiveness of life insurance sales, considering them as “hybrid en-dorsements” to verify the four hypothesis model of "attractiveness", "relationship bene-fits (confidence benefits and special treatment benefits)" and "relationship quality (sat-isfaction, trust and commitment)".
The 319 valid respondents were collected and structural equation modeling was used to test the research hypotheses. The result indicated that (1) the attractiveness is positively related to the relationship benefits (confidence benefits and special treatment benefits. (2) The confidence benefit is positively related to the relationship quality (sat-isfaction, trust and commitment). And the special treatment benefit is positively related to the relationship quality (trust and commitment). But the special treatment benefit is positively related to the relationship quality (satisfaction). (3) The attractiveness has no statistically significant relationship among satisfaction, trust and commitment (rela-tion-ship quality). (4) Identified the mediating effect of confidence benefits between attractiveness and relationship quality (satisfaction, trust and commitment). Meanwhile, the mediating effect of special treatment benefits between attractiveness and relation-ship quality (trust and commitment).
The findings would provide for marketers, manager and management of training center in life insurance companies and hope it would serve as a guide as to which as-pect to improve on in terms of marketing skills. In addition, it provided some sugges-tions for relationship benefits which insurance clients are concerned about, to enhance and refine the existing marketing skill and strategies development. |
