壽險業非理賠申訴率之研究－從通路的角度分析比較The Comparison of Distribution Channels: From the Perspective of Consumer

摘要
從2002年開始，我國壽險業的行銷通路除了業務員通路外，銀行保險通路逐漸成為壽險業的第二大通路，雖然銀行保險通路為壽險業帶來很多的業務，但是也產生一些問題。本研究以2002年下半年至2006年，各家壽險公司的資料，探討銀行保險通路及壽險公司的業務員通路，兩者在非保險理賠申訴率是否有所不同。結果發現，銀行保險通路與壽險公司的業務員通路，兩者在2002下半年至2006年間非保險理賠申訴率具有統計上的顯著差異性，且銀行保險通路的非保險理賠申訴率確實比壽險公司的業務員通路來得高。另外，保險經紀人及代理人的保費收入比率愈高者，業務員保費收入愈低者，公司的非保險理賠申訴率愈高。
關鍵字：保險申訴、業務員通路、銀行保險通路
Abstract
It is obvious that since 2002 the bancassurance distribution system has been as popular as the sales representative distribution system in life insurance industry in Taiwan. However, though bringing more new business to life insurance industry, the bancassurance distribution system also created some issues into the market, e.g. consumer complaints. This study aimed to investigate whether there is a significant difference in consumer complaint rate between sales representative and bancassurance distribution systems. Results of this study indicated that 1) consumer complaint rate in bancassurance distribution system was higher than that in sales representative distribution system, 2) the more premium income a company received from agents and brokers, the more consumer complaints it got, 3) the more premium income a company received from sales representative, the fewer consumer complaints it encountered.
Keywords: complaint, sales representative distribution, bancassurance distribution