保險經營與制度

作者:鄧佳惠(Chia-Hui Teng)胡宜仁(Yi-Jen Hu)林倫豪(Lun-Hao Lin)

銀行端保險銷售人員能力指標之評選─修正式德菲法及層級分析法之應用 Using Modified Delphi Method and AHP to Evaluate of Bancassurance

摘要
  本文旨在評選銀行端保險銷售人員能力指標架構,並分析其相對權重與重要性排序。故以文獻探討擬定指標初稿,透過修正式德菲法篩選其適切性;並以AHP法分析相對權重與重要性。研究發現:在專業能力部分包括「保險專業知識」、「金融專業知識」等6項;在一般能力包括「顧客關係建立及維護能力」、「替客戶解決問題的能力」等7項。在整體重要性排序以「保險專業知識」最重要,「金融專業知識」排序第2,「風險管理專業知識」排序第3;「使用資訊科技的能力」則是排序重要性最低之能力。
關鍵詞:銀行保險、銀行端保險銷售人員、修正式德菲法、層級分析法、能力指標
Abstract
  The competence of bancassurance sales was the key to successful bancassurance activities. The objective of this study is to evaluate the competence indicators of bancassurance sales and analyze their relative weight and sequence of importance. Firstly, the appropriateness of each competence indicator was decided through the Modified Delphi Method. Secondly, analytic hierarchy process (AHP) was employed to grasp the relative weight and sequence of importance. This study may serve as a guide of training bancassurance sales. The result indicated highly criteria in order to insurance knowledge, financial knowledge, risk management knowledge, active attitude, financial planning skills, ethics, law, compentencies of problem solving, finance and insurance license, communication, customer relationship, emotional intelligence and using IT.
Keywords: bancassurance, bancassurance sales, modified delphi method, AHP, competence indicators
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