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系統識別號 U0026-0812200915063006
論文名稱(中文) 壽險公司與保險經紀/代理人關係之研究
論文名稱(英文) A Study of the Relationships between Life Insurers and Insurance Brokers /Agents
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 97
學期 1
出版年 98
研究生(中文) 余祖慰
研究生(英文) Tsu-Wei Yu
電子信箱 r6893102@mail.ncku.edu.tw
學號 r6893102
學位類別 博士
語文別 英文
論文頁數 93頁
口試委員 口試委員-劉宗其
召集委員-蘇文斌
口試委員-賴麗華
口試委員-蔡東峻
指導教授-許永明
中文關鍵字 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 
英文關鍵字 life insurer  insurance brokers/agents  resource dependence theory  marketing channel  partnership  resource complementarity  transaction cost theory  agency theory  organizational tyheory 
學科別分類
中文摘要 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。
英文摘要 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.
論文目次 TABLE OF CONTENTS

CHAPTER ONE Introduction…………………………………………………………..1
1.1 Research Background and Motivation …………………………………………..1
1.2 Research Objectives ……………………………………………………………..6
CHAPTER TWO Literature Review and Hypotheses Development ………………..9
2.1 Partnership……………………………………………………………………….9
2.2 Partnership Performance……………………………………………………......11
2.3 Components of Partnership…………………………..…………………………13
2.4 Communication Strategy…………..……………………………………………22
2.5 Conflict Resolution Approaches…………………………………………….…. 24
2.6 Market Orientation…..………………………………………………………….27
2.7 Willingness to Continue Cooperation in the Future………………………….…31
CHAPTER THREE Methodology…………………………………………….……….34
3.1 Research Design and Data Collection………….……………………………….34
3.2 Measures…………………………………………………………….…………..37
3.3 Statistical Approaches…………………………………………………………..40
CHAPTER FOUR Results and Discussions………………….………………………..41
4.1 Description of sample………………….……………..…………………………41
4.2 Correlations coefficients matrix…………………….……………………………42
4.3 Measurement model……………………………………………..……………….44
4.4 Structural model………………………………………………..………………...46
4.5 Theoretical implications…...……………………………………..………………53
4.6 Managerial implications...……………………………………..…………………53
CHAPTER FIVE Conclusions……………………………………...………………….54
5.1 Research conclusions…..…………………………………………...……………54
5.2 Limitations and avenues for future research…...…..………..…………………...56
References ……………………………………………………………………………....58
Appendix A : Interview Outline …………………………………………….…………..71
Interview Contents (In Chinese) …………………………….…………...72
Appendix B : Questionnaire Items (Life insurers) (In Chinese)…………………….…..80
Appendix C : Questionnaire Items (Insurance brokers/agents) (In Chinese) …….…….87







LIST OF TABLES

Table 1 Life insurance industry first-year premium income………….…………………3
Table 2 Statistics of the registration of the life insurance salesperson (2005-2007)…..4
Table 4.1 Description of sample (Life insurers)...……………………………………42
Table 4.2 Correlations matrix among variables (Life insurers)....................................43
Table 4.3 Confirmatory factor analysis results of measures (Life insurers)…….…...45
Table 4.4 Results of the structural model test (Life insurers)……….………………49
Table 4.5 Results of the structural model test (Insurance brokers/agents) …………50





















LIST OF FIGURES

Figure 2.1 Conceptual model…………………………………………………………..33
Figure4.1 Path diagram for structural model (Lifer insurer)…………………………..51
Figure4.2 Path diagram for structural model (Insurance brokers/agents)……………..52
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