影響理財專員銷售保險商品意願之因素—銀行財管政策影響

Abstract

國內金融環境快速變遷，過去銀行以存放款的利差為主要業務收入，然現在因競爭激烈而逐漸式微，改以提供金融服務之客製化服務費收入或手續費收入為主。初期，保險公司之直營業務以一般保經代通路為主，隨著消費者對保險商品接受度越來越高，其他行銷通路紛紛崛起，當中又以銀行保險通路發展最為快速。隨著財富管理事業組織架構的建立，銀行之理財專員亦應運而生。

本研究擬探討銀行保險目前發展、通路選擇及影響理專銷售意願的因素，並針對保險業務實際營運情形以及影響銀行理專銷售保險商品的意願等議題進行深入探討，期能提供銀行業及保險業者在未來銀行保險業務推動上有所幫助。

本研究以銷售保險公司商品之銀行理財專員為研究對象，採用問卷調查的方式探討影響理財專員銷售保險商品之因素。本研究共發出163份問卷，回收156份有效問卷，並將問卷回收資料以統計軟體 SPSS進行敘述統計與因素分析。

研究結果顯示: 一、影響理財專員銷售保險商品之導向為：政策導向、主動導向、客戶導向及績效導向。 二、依據理專自身銷售經驗又可將影響因素分為保險公司優勢、商品競爭力、獎勵活動及業務制度四大構面；其中保險公司優勢、獎勵活動及業務制度對政策導向、主動導向、客戶導向有影響。

With the speed change of domestic financial environment, the major business income which already past due to from the past that banks rely on the margin profit from loan and deposit. Now, it offers the customization service charge or transaction fee of financial service. In the early years, the main marketing channels were direct sales of the insurance companies and general insurance agencies. As the consumers’ acceptance toward insurance products becomes wider, thus giving rise to other marketing channels, among which the insurance marketing channels in banks have the fastest development. The personal financial planners have been the hot position of banks.

To discuss the actual operation of the insurance and the effects of willingness of financial consultants deeply, the subject of this study was to discuss the current development of bank insurance, the channel and the factors that affect the willingness for financial consultants. Expected the issue can provide benefits to the banking and insurance industry to promote bank insurance in the future.

The subject of this study was financial consultants that sell insurance products in Taiwan. Questionnaire survey was conducted to investigate the factors affecting the willingness for financial consultant to sell insurance product. In total, this study distributed 163 surveys and obtained 156 valid samples. Data were analyzed with SPSS for descriptive statistics and factor analysis.

The research findings suggest that: 1.The orientations of effecting financial consultants of selling insurance products are: Policy-oriented, Active-oriented, Customer-oriented and Performance-oriented. 2.According to financial consultants experience, the factors can be divided into four dimensions: the advantage of insurance company, the competitiveness of products, incentive events and business systems, in which the advantages of insurance company, incentive events and business systems affects Policy-oriented, Active-oriented and Customer-oriented.