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題名 銀行保險產品行銷策略之研究-以Y銀行為例
The Study on Bank Insurance Product Sales Strategy- An Example of 「Y Bank」 Case作者 林永傑
Lin, Yung Jie貢獻者 祝鳳岡
林永傑
Lin, Yung Jie關鍵詞 服務品質
品牌形象
認知價值
滿意度
忠誠度
行銷策略
Service quality
Brand image
Perceived value
Satisfaction
loyalty
Marketing strategy日期 2013 上傳時間 4-Jun-2014 14:40:11 (UTC+8) 摘要 銀行產業在台灣是屬於一個高度競爭的行業，在競爭下為求生存只能不斷創新獲利模式。由最早的企業金融放款，演進到個人消費信用貸款；由信用卡手續費收入，演進到財富管理手續費收入。回顧過往銀行發展的產業史，可以發現銀行已由承擔放款風險的利差收入，進化到藉由專業化服務賺取無風險手續費收入的新世紀。財富管理業務已是各家銀行兵家必爭之地，而其中決戰的主戰場又以保險產品的行銷最為激烈。本文以Y銀行為個案研究目標，因為它是首波台灣政府開放民營銀行中，由專業經理人創設且迄今於銀行的各項業務中皆名列前茅的模範生代表。銀行近年來已成為保險公司最大的行銷通路，最主要的原因在於市場低利率的環境下，保險產品能提供相對定存為高的報酬且能享有稅賦上的優惠。然而在主管機關加強對保險業的監理，要求類定存保險產品淡出保險市場後，銀行未來行銷保險產品的策略又該何去何從?本研究使用問卷調查量化分析之方式，以Y銀行顧客中曾購買過保險產品之顧客為研究對象。另外，也將問卷調查中所發現的問題設計成訪談大綱，針對Y銀行通路主管進行質化深度訪談，期望藉由探討「服務品質、品牌形象、認知價值」對顧客滿意度及顧客忠誠度之關係，提供Y銀行未來訂定保險產品行銷策略的建議，更希望能健全保險產業的發展，讓保險產品回歸最原始的保障需求。本研究得出下列結論：第一、銀行若能持續提供優質的保險軟硬體服務，銀行通路仍將長期佔據保險公司最大行銷通路的王座。第二，銀行的品牌形象優於保險公司，但仍需慎選合作的保險公司，避免損及自身品牌商譽。第三、認知價值對顧客滿意度及忠誠度影響很大，銀行應善用顧客對銀行認知較保險公司為佳的優勢。第四、銀行應加強理專的保險教育訓練，提升同仁專業的保險知識與行銷技能，方能滿足消費者對於銀行理專服務品質提升的期待。第五、銀行應該多行銷保障型保險產品，讓保險回歸保障之本質，讓顧客保險需求得到滿足，因此產生滿意度進而帶來忠誠度。
Banking is a highly competitive industry in Taiwan. Banks have to keep renovating the profit model to survive. Banking evolution starts from early corporate lending, consumer lending, and credit card fee income to wealth management fee income. Learnt from the history, banks fee income is moving from lending, which banks bear the risk, to risk free service fee by providing professional services. Wealth management business is now the battle field in banking, and insurance product business is the fiercest area among others.The subject of this research is Y Bank. Y Bank was selected because it’s one of the top banks in all banking categories, established by professional manager, and it’s in the first wave of the Taiwan government to open private banks business. Banks are becoming the largest distribution channel for insurance products. Primarily is due to in the low interest rate environment insurance products could provide higher than fixed deposit interest rate and the tax benefit. However, now the authority is tightening the control in insurance industry and expect the Deposit Classed Insurance Products to be phase out the market, what will be the banks’ next step in insurance business? This study used quantitative analysis of questionnaires way to the bank customer in Y Customers who bought insurance products for the study. In addition, the questionnaire design issues found in a interview outline, qualitative in-depth interviews conducted for the Y channel bank supervisor. This research is looking in the relationship between customer satisfaction and loyalty from service quality, branding, perceived value aspects. Furthermore, hopefully could provide the future insurance product strategies and recommendations to the banks, develop the soundness of insurance industry, and guide the insurance products return to it’s original purpose, protection.In this study, the following conclusions: First, if banks continue to provide hardware and software quality insurance services, banking channel will occupy the throne of the insurance company`s largest long-term marketing channels. Second, the bank`s brand image is better than the insurance company, but bank still carefully chooses insurance companies, to avoid compromising their brand goodwill. Third, the perceived value of a great impact on customer satisfaction and loyalty, banks should take advantage of the customer perception of banks is better. Fourth, banks should enhance the knowledge of insurance professional colleagues and marketing skills in order to meet consumer demand for banking services designed to enhance the quality of management expectations. Fifth, the bank should be more marketing protection-type insurance products, the protection of the insurance back to basics, so that the customer insurance needs are met, resulting satisfaction and thus bring loyalty.參考文獻 中文部份1.余家琛(2013)，「醫療器材公司之顧客關係、服務品質、認知價值與顧客。2.滿意度、顧客忠誠度之行銷策略研究－以H 公司為例」，國立成功大學高階經營管理碩士在職專班碩士論文。3.林星聖(2001)，「壽險產業關係行銷之研究－承諾及信任理論之應用」，國立交通大學管理科學學程碩士班碩士論文。4.辛秀津(2012)，「服務品質、企業形象與顧客滿意度及忠誠度之關聯性研究 ─以國內A銀行企業金融客戶為例」，國立成功大學高階經營管理碩士在職專班碩士論文。5.楊麗美(2012)，「共同基金顧客關係管理、服務品質與滿意度、忠誠度關聯性之實證研究-以台北都會型M銀行為例」，國立成功大學高階經營管理碩士在職專班碩士論文。6.林献欽(2012)，「品牌形象、知覺風險、知覺價值與顧客滿意度對顧客忠誠度之關係研究-以富蘭克林基金為例」，國立成功大學高階經營管理碩士在職專班碩士論文。7.洪嘉蓉 (2003)，「服務品質、滿意度與忠誠度關係之研究─以中華電信公司ADSL 顧客為例」，大葉大學資訊管理研究所碩士論文。8.杉本臣夫著，盧淵源譯(1986)，「事務、營業、服務的品質控制」，中興管理顧問公司出版。 英文部份1.Anderson P. 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(1990),“ Pricing: Making Profitable Decisions,” 2nd Edition, New York, Harper and Row.33.Oliver, R.L. (1981), “Measurement and evaluation of satisfaction processes in retail settings,” Journal of Retailing, Vol.57 (3).34.Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: Irwin/McGraw-Hill.35.Kolter,Philip(2003),”Marketing Management”,eleven edition,Prentice Hall International,Inc.36.Pangan, R.S.（1984）, “Determinants of Customer Satisfaction with Apparel Factory Outlet Store. ” Virginia Polytechnic Institute and Sate University.37.Parasuraman L.,V. Zeithaml and A. Berry.(1985), “ Quality counts in services” Business Horizon, Vol.28 (May-June), pp.44-52.38.Peppers, D., M. Rogers, and B. 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Wilton.(1988), “Model of Consumer Satisfaction Formation:An Extension,” Journal of Marketing, Vol.25, pp.204-212.46.Thompson, B., (2001), “Five Insights for CRM Success,” TargetMarketing, Vol.24 (7), pp.64-65.47.Van den Brink, D., Odekerken-Schroder, G., and Pauwels, P. (2006), "The Effect of Strategic and Tactical Cause-Related Marketing on Consumers` Brand Loyalty," Journal of Consumer Marketing, Vol.23 (1), pp.15-25.48.Zeithaml,V,A.,& Mary,J.B.(1996).Service Marketing, McGrwa-HILL, New York, NY.49.Zeithaml, V. A., L. L. Berry and A. Parasuraman.(1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol.60 (April), pp.31-46.50.Zeithaml, V. A.(1988), Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence, Journal of Marketing Vol.52 (3),pp.2-22. 描述 碩士
國立政治大學
廣告研究所
100452015
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100452015 資料類型 thesis dc.contributor.advisor 祝鳳岡 zh_TW dc.contributor.author (Authors) 林永傑 zh_TW dc.contributor.author (Authors) Lin, Yung Jie en_US dc.creator (作者) 林永傑 zh_TW dc.creator (作者) Lin, Yung Jie en_US dc.date (日期) 2013 en_US dc.date.accessioned 4-Jun-2014 14:40:11 (UTC+8) - dc.date.available 4-Jun-2014 14:40:11 (UTC+8) - dc.date.issued (上傳時間) 4-Jun-2014 14:40:11 (UTC+8) - dc.identifier (Other Identifiers) G0100452015 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/66453 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告研究所 zh_TW dc.description (描述) 100452015 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 銀行產業在台灣是屬於一個高度競爭的行業，在競爭下為求生存只能不斷創新獲利模式。由最早的企業金融放款，演進到個人消費信用貸款；由信用卡手續費收入，演進到財富管理手續費收入。回顧過往銀行發展的產業史，可以發現銀行已由承擔放款風險的利差收入，進化到藉由專業化服務賺取無風險手續費收入的新世紀。財富管理業務已是各家銀行兵家必爭之地，而其中決戰的主戰場又以保險產品的行銷最為激烈。本文以Y銀行為個案研究目標，因為它是首波台灣政府開放民營銀行中，由專業經理人創設且迄今於銀行的各項業務中皆名列前茅的模範生代表。銀行近年來已成為保險公司最大的行銷通路，最主要的原因在於市場低利率的環境下，保險產品能提供相對定存為高的報酬且能享有稅賦上的優惠。然而在主管機關加強對保險業的監理，要求類定存保險產品淡出保險市場後，銀行未來行銷保險產品的策略又該何去何從?本研究使用問卷調查量化分析之方式，以Y銀行顧客中曾購買過保險產品之顧客為研究對象。另外，也將問卷調查中所發現的問題設計成訪談大綱，針對Y銀行通路主管進行質化深度訪談，期望藉由探討「服務品質、品牌形象、認知價值」對顧客滿意度及顧客忠誠度之關係，提供Y銀行未來訂定保險產品行銷策略的建議，更希望能健全保險產業的發展，讓保險產品回歸最原始的保障需求。本研究得出下列結論：第一、銀行若能持續提供優質的保險軟硬體服務，銀行通路仍將長期佔據保險公司最大行銷通路的王座。第二，銀行的品牌形象優於保險公司，但仍需慎選合作的保險公司，避免損及自身品牌商譽。第三、認知價值對顧客滿意度及忠誠度影響很大，銀行應善用顧客對銀行認知較保險公司為佳的優勢。第四、銀行應加強理專的保險教育訓練，提升同仁專業的保險知識與行銷技能，方能滿足消費者對於銀行理專服務品質提升的期待。第五、銀行應該多行銷保障型保險產品，讓保險回歸保障之本質，讓顧客保險需求得到滿足，因此產生滿意度進而帶來忠誠度。 zh_TW dc.description.abstract (摘要) Banking is a highly competitive industry in Taiwan. Banks have to keep renovating the profit model to survive. Banking evolution starts from early corporate lending, consumer lending, and credit card fee income to wealth management fee income. Learnt from the history, banks fee income is moving from lending, which banks bear the risk, to risk free service fee by providing professional services. Wealth management business is now the battle field in banking, and insurance product business is the fiercest area among others.The subject of this research is Y Bank. Y Bank was selected because it’s one of the top banks in all banking categories, established by professional manager, and it’s in the first wave of the Taiwan government to open private banks business. Banks are becoming the largest distribution channel for insurance products. Primarily is due to in the low interest rate environment insurance products could provide higher than fixed deposit interest rate and the tax benefit. However, now the authority is tightening the control in insurance industry and expect the Deposit Classed Insurance Products to be phase out the market, what will be the banks’ next step in insurance business? This study used quantitative analysis of questionnaires way to the bank customer in Y Customers who bought insurance products for the study. In addition, the questionnaire design issues found in a interview outline, qualitative in-depth interviews conducted for the Y channel bank supervisor. This research is looking in the relationship between customer satisfaction and loyalty from service quality, branding, perceived value aspects. Furthermore, hopefully could provide the future insurance product strategies and recommendations to the banks, develop the soundness of insurance industry, and guide the insurance products return to it’s original purpose, protection.In this study, the following conclusions: First, if banks continue to provide hardware and software quality insurance services, banking channel will occupy the throne of the insurance company`s largest long-term marketing channels. Second, the bank`s brand image is better than the insurance company, but bank still carefully chooses insurance companies, to avoid compromising their brand goodwill. Third, the perceived value of a great impact on customer satisfaction and loyalty, banks should take advantage of the customer perception of banks is better. Fourth, banks should enhance the knowledge of insurance professional colleagues and marketing skills in order to meet consumer demand for banking services designed to enhance the quality of management expectations. Fifth, the bank should be more marketing protection-type insurance products, the protection of the insurance back to basics, so that the customer insurance needs are met, resulting satisfaction and thus bring loyalty. en_US dc.description.tableofcontents 中文摘要 I英文摘要 II誌謝 III目錄 IV圖目錄 VI表目錄 VII第壹章 緒論 1第一節 研究動機 1第二節 研究目的 4第三節 研究背景 5第四節 研究流程 8第貳章 文獻探討 11第一節 服務品質 12第二節 品牌形象 19第三節 認知價值 23第四節 顧客滿意度 27第五節 顧客忠誠度 31第參章 研究方法 35第一節 研究架構與研究假設 35第二節 操作定義與問卷設計 37第三節 研究樣本 42第四節 資料分析方法 43第肆章 研究結果 49第一節 樣本分析 49第二節 敘述性統計分析 52第三節 因素分析與信度檢定 61第四節 相關分析 72第五節 迴歸分析 76第六節 差異性分析 90第七節 假設驗證 94第八節 質化分析 95第伍章 結論 97第一節 研究結果 97第二節 研究建議 101第三節 研究限制與未來研究發展建議 104參考文獻 107中文部份 107英文部份 108附錄：問卷調查 115 zh_TW dc.format.extent 1018611 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100452015 en_US dc.subject (關鍵詞) 服務品質 zh_TW dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 認知價值 zh_TW dc.subject (關鍵詞) 滿意度 zh_TW dc.subject (關鍵詞) 忠誠度 zh_TW dc.subject (關鍵詞) 行銷策略 zh_TW dc.subject (關鍵詞) Service quality en_US dc.subject (關鍵詞) Brand image en_US dc.subject (關鍵詞) Perceived value en_US dc.subject (關鍵詞) Satisfaction en_US dc.subject (關鍵詞) loyalty en_US dc.subject (關鍵詞) Marketing strategy en_US dc.title (題名) 銀行保險產品行銷策略之研究-以Y銀行為例 zh_TW dc.title (題名) The Study on Bank Insurance Product Sales Strategy- An Example of 「Y Bank」 Case en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文部份1.余家琛(2013)，「醫療器材公司之顧客關係、服務品質、認知價值與顧客。2.滿意度、顧客忠誠度之行銷策略研究－以H 公司為例」，國立成功大學高階經營管理碩士在職專班碩士論文。3.林星聖(2001)，「壽險產業關係行銷之研究－承諾及信任理論之應用」，國立交通大學管理科學學程碩士班碩士論文。4.辛秀津(2012)，「服務品質、企業形象與顧客滿意度及忠誠度之關聯性研究 ─以國內A銀行企業金融客戶為例」，國立成功大學高階經營管理碩士在職專班碩士論文。5.楊麗美(2012)，「共同基金顧客關係管理、服務品質與滿意度、忠誠度關聯性之實證研究-以台北都會型M銀行為例」，國立成功大學高階經營管理碩士在職專班碩士論文。6.林献欽(2012)，「品牌形象、知覺風險、知覺價值與顧客滿意度對顧客忠誠度之關係研究-以富蘭克林基金為例」，國立成功大學高階經營管理碩士在職專班碩士論文。7.洪嘉蓉 (2003)，「服務品質、滿意度與忠誠度關係之研究─以中華電信公司ADSL 顧客為例」，大葉大學資訊管理研究所碩士論文。8.杉本臣夫著，盧淵源譯(1986)，「事務、營業、服務的品質控制」，中興管理顧問公司出版。 英文部份1.Anderson P. 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