銀行保險關係行銷之研究－顧客特性的運用The Study of Relationship Marketing in Bancassurance:The Application of Customer

摘要
在銀行保險的實務中業者往往是透過對顧客資訊的瞭解而調整銷售技巧。本研究將顧客資訊分為內部與外部特性，同時運用「關係連結」的概念，探討不同的關係連結(功能、社會與結構連結)對信任與銀行保險購買意願的影響；並認為在銀行銷售保險商品的購買情境裡應會存在異於其他行業的運用方式。
研究結果顯示：在功能連結中萃取出「商品功能」與「價格負擔」二概念，關係連結會正向影響信任，且會透過信任間接影響銀行保險購買意願；另一項重要的發現是，關係連結之運用必須視不同的顧客特性(內部與外部特性)而採取差異化的方式。
研究結果具有產業運用之特殊意義，本研究提供6點管理建議為業界經理人參考。
關鍵字：關係連結、信任、銀行保險、產品知識、顧客特性
Abstract
This study based on the customer information, including internal and external distinctions, and the concept of “relationship bonding tactics” is to explore the impact of relationship bonding (including functional, social and structural bonds) and trust on bancassurance purchasing intension, and argues that it exits different bonding tactics in bancassurance practices. The results show that “price burden” and “product function” are extracted from functional bonding, relationship bonding has an positive effect on trust, and the impact of relationship bonding to bancassurance purchasing intension is indirect through trust. Another important finding reveals that customer distinctions (internal and external characters) are found to be moderate in the proposed model. Finally, this study also has signification implications for practitioners.
Keywords: relationship bonding, trust, bancassurance, product knowledge, customer distinctions