淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-1507200722311300
中文論文名稱 壽險業務員之教育訓練效果探討
英文論文名稱 The Study of the Training Efficiency of Life Insurance Salesmen.
校院名稱 淡江大學
系所名稱(中) 管理科學研究所企業經營碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration in Management Sciences
學年度 95
學期 2
出版年 96
研究生中文姓名 邵日昇
研究生英文姓名 Jih-Sheng, SHAO
學號 793590356
學位類別 碩士
語文別 中文
口試日期 2007-06-15
論文頁數 81頁
口試委員 指導教授-黃國隆
委員-陳海鳴
委員-蔡啟通
中文關鍵字 壽險業  業務人員  教育訓練  業務績效  甄選 
英文關鍵字 Life Insurance  Salesmen  Training  Performance  Selection 
學科別分類 學科別社會科學管理學
中文摘要 本研究目的主要是希望透過所選擇新光、中國、國華三家壽險業務人員為研究對象,探討壽險外勤業務人員接受教育訓練之成效與業務人員業務績效之關係,對於不同背景業務人員提供更符合業務人員需要的訓練課程,並進一步透過實證調查,了解業務人員未來
最需要接受的是何種課程與訓練方式,並依各種狀況及需要規劃不同的上課時段,提供更適當的訓練課程,進而提高業務人員產能與能力、奠定壽險業經營之基礎。因此綜合以上所述,本研究的研究目的可以歸納成以下數點:
一、探討人口統計變項在教育訓練成效上的反應狀況及差異性。
二、探討教育訓練成效與業務人員業務績效之相關性。
三、探討人口統計變項與業務人員業務績效之相關性。
四、為了提昇業務人員應付未來之挑戰,因此透過實證調查的方式,統計出業務人員未來最想參加的教育訓練課程、最喜歡的受訓方式、最適合的上課時數與時段,如此就可清楚了解業務人員最欠缺的訓練是什麼,進而對這些部分加強訓練,並對公司訓練規劃部門提出建議,以強化這些教育訓練的實施與成效評估。
本研究以新光、中國、國華三家壽險公司業務員為問卷訪問對象,總計收回可用之問卷220 份。本研究結果如下:
一、優秀壽險業務員依教育程度分析,高中、高職程度畢業的佔率較高,大專以上教育程度的壽險業務員比率較低。
二、優秀壽險業務員最想參加的教育訓練課程是財稅、財務分析、投資、投資型商品等專業知識。
三、優秀壽險業務員最喜歡的訓練方式是個案研討、實例解說。
四、優秀壽險業務員多半希望以一般上班日的時間來完成教育訓練。
五、教育訓練之成效與人口統計變項及績效之間皆無顯著之關連性。
六、績效指標中之保費收入與職級呈現顯著低度正相關;佣金收入與年齡、職級與年資呈現顯著低度正相關;再保率與年資之間、佣金收入與婚姻狀況之間則分別呈顯著低度正相關。
七、考績與職級和年資間則皆呈現顯著低度負相關的狀態。
英文摘要 The research objective of this study is through the selected target, Shin Kong Life Insurance,China Life Insurance, and Kuo Hua Insurance companies to study the relationship between theefficiency of the trainings provided to salesmen in insurance companies and their performance.The results hoped to provide the suitable training programs to the salesmen with differentbackground. Furthermore, through the survey, it helped to understand what kind of training courses, how to delivery the trainings to the salesmen, and based on different situation and needsto arrange the schedules and provide more suitable training courses, to promote the salesmen’capacity, capability, and build-up the fundamental of management in insurance. In the generalbased on above, the objective of the study is summarized as below.
1. Study the training efficiency and the difference by vital statistics factor
2. Study the relationship between salesmen’s training efficiency and their performance
3. Study the relationship between vital statistics and salesmen’s performance
4. To promote the quality of salesmen to against to the challenge in the future, through thesurvey to consolidate what kind of training salesmen would like to take, how to deliverythe training, and what is the suitable time frame and period. Therefore, it is clear tounderstand what kind of training is lack of to the salesmen and provide the suggestion to the training departments where to enhance the training implementation and its evaluation.

The study has collected 220 copies of surveys from the target 3 companies. The conclusion are as below:
1. The best life insurance salesmen with high school education background predominate in all, and the salesmen with college are lowest percentage.
2. The best life insurance salesmen most want to attend the training courses, such as tax, finance analysis, investment, investitive product, etc.
3. The best life insurance salesmen prefer case study
4. The best life insurance salesmen prefer using the working hours to attend the training courses.
5. No obvious relationship between the training efficiency and vital statistics.
6. From the performance index, the insurance income and the level of the job title presented lower positive relationship; brokerage income and the age, the level of the job title and seniority presented lower positive relationship; re-insured percentage and seniority, brokerage income and matrimony presented lower positiverelationship.
7. Among Performance, the level of the job title, and seniority presented lower negative relationship.
論文目次 本 文 目 錄
誌 謝 ······································································································· I
中 文 摘 要 ······································································································· I I
英 文 摘 要 ······································································································· I I I
本 文 目 錄 ······································································································· V
表 目 錄··············································································································· VII
圖 目 錄··············································································································· VIII
第一章 緒論········································································································· 1
第一節 研究背景····························································································· 1
第二節 研究動機與目的················································································· 2
第三節 研究流程····························································································· 5
第二章 文獻探討································································································· 6
第一節 壽險業務員角色之探討···································································· 6
2.1.1 何謂業務員························································································· 6
2.1.2 什麼是壽險業務員············································································· 9
2.1.3 壽險業務員在業界所扮演的角色與重要性···································· 11
第二節 壽險業務員的教育訓練···································································· 14
2.2.1 教育訓練的意義················································································· 15
2.2.2 教育訓練的目標················································································· 19
2.2.3 教育訓練的內容················································································· 20
2.2.4 教育訓練的執行評估········································································· 32
第三節 影響壽險業務員績效相關因素之探討…………………………… 36
第三章 研究方法································································································· 39
第一節 研究對象····························································································· 39
第二節 研究架構····························································································· 40
第三節 研究假設····························································································· 41
第四節 研究工具····························································································· 44
第五節 研究過程····························································································· 46
第六節 資料分析方法····················································································· 46
第四章 研究結果······························································································· 49
第一節 信度與效度分析················································································· 49
第二節 各研究變項之次數分配···································································· 54
第三節 受測者對教育訓練之看法------------------------------------------------ 58
第四節 相關分析····························································································· 61
第五章 結論與建議····························································································· 64
第一節 結論····································································································· 64
第二節 建議····································································································· 66

參考文獻··············································································································· 73
一 中文部份····································································································· 73
二 英文部份····································································································· 75
附錄
附錄一 研究問卷····························································································· 77
表 目 錄
表2-1 業務員的分類······························································································· 8
表2-2 業務員的三向度分類··················································································· 9
表2-3 教育訓練與發展的分析,針對不同學者之看法······································· 17
表2-4 教育、訓練、發展的比較彙總表······························································· 19
表2-5 效標資料蒐集方法······················································································· 34
表4-1 教育訓練之成效因素轉軸後的樣式矩陣…………………………………52
表4-2 整體量表之Cronbach’s alpha···································································· 53
表4-3 樣本性別分佈表……………………………………………………………54
表4-4 樣本婚姻分佈表··························································································· 54
表4-5 樣本行銷經驗分佈表··················································································· 54
表4-6 樣本年齡分佈表··························································································· 55
表4-7 樣本職級分佈表··························································································· 55
表4-8 樣本年資分佈表··························································································· 56
表4-9 樣本教育程度分佈表··················································································· 56
表4-10樣本執照數量分佈表··················································································· 57
表4-11樣本服務地區分佈表··················································································· 57
表4-12全體受訪者最想參加的教育訓練課程之統計表······································· 58
表4-13全體受訪者對訓練方式統計表··································································· 59
表4-14全體受訪者對教育訓練課程時段統計表··················································· 60
表4-15 全體受訪者對教育訓練課程上課時間長度統計表································· 61
表4-16 皮爾森相關係數之含意············································································· 62
表4-17 教育訓練之成效與人口統計變項間之皮爾森積差相關························ 62
表4-18 教育訓練之成效與績效間之皮爾森積差相關········································ 62
表4-19 績效變數與人口統計變數間之皮爾森積差相關···································· 63

圖 目 錄
圖1-1 本研究之流程圖······················································································· 5
圖3-1 本研究之架構圖······················································································· 41
參考文獻 一、中文部分:(按筆劃順序排列)
1. 中華民國人壽保險商業同業公會網站: www.lia-roc.org.tw。
2. 中國人壽訓練部,『美國壽險行銷研究協會』,LIMRA ( Life InsuranceMarketing and Research Association )之〝C.I.A.M.〞( Certified Insurance Angle Manager )系統課程,1991。
3. 中國人壽訓練部學員訓練手冊,LIMRA -AMTC 計劃學員冊,1990,AMTC 營業主管經營管理課程。
4. 方明川、劉涵初,1988,台灣地區個人壽險購買行為因素之區別分析及購後行為之研究,財政部保險事業發展基金管理委員會委託之研究報告。
5. 王文英、廖韻淳、林貞妮,1999,策略與績效評估及獎酬制度關係之探討-以摩托羅拉電子公司為例,會計研究月刊,167,60-68。
6. 王維元,1994,壽險商品店頭販賣市場前在購買者之研究,政治大學,碩士論文。
7. 世界經理文摘EMBA,2004,2 月號,第210 期,新書新知/策略園地,P.108-P.118。
8. 世界經理文摘EMBA,超級業務員教戰守則,2003,9 月號,第205 期,新書新知之2:提昇銷售力,p108-p117。
9. 古永嘉 翻譯,Donal R. Cooper & C. William Emory 原著,1996,企業研究方法,第五版,華泰書局,台北。
10.朱經明(1994),教育統計學,二版,五南圖書。
11.朱志明,2004,壽險業務人員教育訓練與業務績效相關性之研究:以某壽險公司為例 ,佛光人文社會學院管理研究所碩士論文。
12.吳明隆(2005):SPSS與統計應用分析,五南圖書。
13.吳美連,林俊毅 著,2002 年,人力資源管理-理論與實務,智勝文化事業有限公司。
14. 吳秉恩,1999 年,分享式人力資源管理,翰蘆,台北。
15. 宋明哲,1982,人壽保險學,三民書局,台北。
16. 李長貴 著,2000,人力資源管理-組織的生產力與競爭力,華泰文化事業公司。
17. 李青芬、李雅婷、趙慕芬 編譯,Stephen P. Robbins 原著, 2001,組織行為學,第九版,華泰文化事業公司。
18. 李耀宗,2002,「教育訓練與業務績效之相關性研究以宜蘭地區壽險業從業人員為例」,南華大學管理研究所碩士論文。
19. 馬龍驊,1998,「訓練方式對員工績效能力的影響-以某壽險公司為例」,國立中央大學人力資源管理研究所碩士論文。
20. 為營業處做經營計劃的原因和方法,1991,AMTC 錄音帶講稿,主講人:威廉B.華萊士,William B. Wallace,公認壽險師CLU。
21. 袁宗蔚,1995,保險學,三民書局,台北。
22. 財政部保險司網站: http://www.insurance.gov.tw 。
23. 張火燦,1997,策略性人力資源管理。人力發展月刊,43,8-14。
24. 張火燦,1998,策略性人力資源管理。台北市:揚智文化事業股份有限公司。
25. 張豔玲,1995,壽險業務人員教育訓練及其績效相關性之研究,政治大學,碩士論文。
26. 張紹勳,2000,研究方法,滄海書局。
27. 陳姿妤,1997,員工教育訓練成效評估之研究-以本國銀行業為例,國立中興大學,碩士論文。
28. 陳必旺,2003,壽險業務員之適性條件、教育訓練與績效評估關係之分析,淡江大學,碩士論文。
29. 陳文勇,2004,影響人身保險輔助人業務員經營績效之研究,淡江大學,碩士論文。
30. 陸瑞瑾,1990,台灣壽險業外勤教育訓練對業務人員學習型態與自評成效之研究,逢甲大學,保險研究所,碩士論文。
31. 揚恭尊,1991,壽險外務員行為影響顧客之研究,政治大學、碩士論文。
32. 黃英忠,1993,產業訓練論,三民書局,台北。
33. 黃英忠,1997 年,人力資源管理,三民書局,台北。
34. 黃英忠,曹國雄,黃同圳,張火燦,王秉鈞等,1998 年,人力資源管理,華泰書局。
35. 楊國樞、文崇一、吳聰賢、李亦園 編,1994,社會及行為科學研究方法,十三版,東華書局,台北。
36. 楊國樞、文崇一、吳聰賢、李亦園 編,1994,社會及行為科學研究方法,十三版,東華書局。
37. 壽險季刊,1995,日本壽險業改善招攬人員流動率的具體做法,壽險季刊,第96 期,65-71 頁。
38. 鄭志凱,2002,人壽保險業業務員績效與教育訓練成效之相關性研究---以某壽險公司為例,國立高雄第一科技大學風險管理與保險系,碩士論文。
39. 劉盛光, 2004,「我國壽險業教育訓練與業務員績效關係之研究-以南山人壽保險公司中部地區為例」,逢甲大學保險學研究所碩士論文。
40. 營業管理專業課程AMTC (Agency Management Training Council) , 1990 年修訂版 , 學員「計畫資料冊」,美國壽險行銷研究協會組織(LIMRA , LifeInsurance Marketing and Research Association , Inc. ,Hartford , Conneticut06141).。
41. 謝耀龍,1997,顧客滿意經營,第一版,華泰文化事業有限公司,台北。
42. 謝耀龍,2002,壽險業務員行銷模式轉移:從KASH 到SHAKE,《壽險季刊》,12 月31 日,第126 期。
43. 謝耀龍、楊凌玉、陳怡賓,2000,台灣壽險業務員教育訓練現況剖析,壽險季刊,第120 期,頁6-34,六月。
44. 鍾燕宜,2002,銷售與拒絕情境下心理量表的發展與評量-以壽險業務員為例,國立交通大學,經營管理研究所,博士論文,P.22-P.28。
二、英文部分:(按字母順序排列)
1. Comrey, A. L. (1973). A first course in factoranalysis. New York: Academic Press
2. Dessler , Florida International University ,2003 ,Ninth Edition , International Edition , “Human Resource Management ",Prentice Hall .
3. Devires , D.L. , Morrison , A.M. , Schulman , S.L. , and Gerlach , M.L. , 1986 ,Performance appraisal on the line , pp. 20-22.
4. Drucker, P. F. (1998). Peter Drucker on the profession of management. Harvard Business School Press.
5. Echel, 1984,“Performance appraisal:Current practice and techniques", personnel,p.57.
6. Goldstein, I. L., 1974, “Training Program Development and Evaluation”, C.A.:Wadsworth。
7. Goldstein, I.L and Gilliam. P., 1990, “Training system issues in this year 2000”,American Psychologist, 134-143.
8. Gorsuch, R. L. (1983), Factor Analysis, Hillsdale, N.J.: Lawrence Erlbaum Associates.Hair, J. F., Anderson, R.E., Tatham, R. L. & Black, W. C. (1998),Multivariate Data Analysis, 5th, Upper Saddle River, N.J.: Prentice-Hall
9. Holland J. L., 1985, “Making Vocational Choices”: A Theory of Vocational Personalities and work Environments, 2nd ed. (Englewood Cliffs, NJ: Prentice Hall, 1985) ..
10. Kaiser, H. E. (1974), “Little jiffy, Mark IV.”, Educational and psychology measurement 34: 111-117
11. Kirkpatrick, D.K.(1959). “Techniques for evaluation training programs”. Journal of the American Society of Training Directors.
12. Kotler, P., 1983. “Principles of Market”. NJ: Prentice-Hall.
13. Life Insurance Marketing and Research Association , 1986. Buyer-initiated sales and agency system research report. Hartford, CT: Author
14. Life Insurance Marketing and Research Association, 1990. Agency expense and performance study. Hartford, CT: Author.
15. Mc Murry, R.N., 1961, “Mystique of super-salesmanship”, Harvard Business Review, Mar-Apr., p.114.
16. Performance Appraisal : Current Practices and Techniques, Personnel , May-June 1984 , p.57.
17. Ramanaiah N.V., Byravan A., and Detwiler F.R.J., 1994, “Revised Neo Personality Inventory ProfilesofMachiavellian and Non-Machiavellian People, ” Psychological Reports, October 1994, pp937-38.
18. Thomas , S.L. & Bretz , R.D. Jr. , 1994 , “ Research and practice in performance appraisal : Evaluation employee performance in America's largest companies",
SAM Advanced Management Journal , pp.28-34.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2008-07-18公開。
  • 同意授權瀏覽/列印電子全文服務,於2008-07-18起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信