壽險業務員對長期照顧保險銷售意願之影響因素分析

Abstract

本研究旨在探討商業長期照顧保險在因應少子化、高齡化等社會趨勢下所扮演的重要性，用以彌補政府公版長照2.0不足的問題，藉由文獻探討以服務行銷金三角和服務利潤鏈的角度，設定研究對象為保險公司的壽險業務員，分析其對商業長期照顧保險銷售意願的影響因素。本研究採用線上問卷調查法進行資料搜集，共蒐集121份有效問卷，進行樣本敘述性統計分析、信效度檢定和結構方程式模式分析，以驗證研究假說。研究結果顯示，壽險業務員對長照保險的(1)產品知識、(2)壽險業務員與壽險公司間的員工關係品質都會顯著地提升其銷售意願，但壽險公司的(3)薪酬制度和(4)教育訓練以及(5)壽險業務員的道德銷售行為都不會影響壽險業務員的長照保險銷售意願。本研究之分析結果將有助於保險業者制定有效的策略幫助提高壽險業務員對於商業長期照顧保險的銷售意願，進而提高商業長期照顧保險的銷售額。

This study aims to explore the importance of commercial long-term care insurance in response to social trends such as declining birthrate and aging population, and to make up for the lack of government-issued long-term care 2.0. Through the literature, it discusses the golden triangle of service marketing and service profits from the perspective of the chain, set the research object as the life insurance salesman of the insurance company, and analyze the influencing factors of their willingness to sell commercial long-term care insurance. This study used the online questionnaire survey method for data collection, collected 121 valid questionnaires, and conducted sample descriptive statistical analysis, reliability and validity testing, and structural equation model analysis to verify the research hypothesis. The research results show that (1) product knowledge of long-term care insurance, (2) the quality of employee relationship between life insurance salesmen and life insurance companies will significantly improve the sales willingness of life insurance salesmen, but life insurance companies' (3) salary system and (4) education training and (5) the moral sales behavior of life insurance salesmen will not affect the willingness of life insurance salesmen to sell long-term care insurance. The analysis results of this study will help insurers to formulate effective strategies to help increase the willingness of life insurance salesmen to sell commercial long-term care insurance, thereby increasing the sales of commercial long-term care insurance