多元通路之使用以成為現今普遍之銷售策略。過去十年，保險公司為增加市占率，使用不同之行銷策略以提升公司績效，其中最重要者便是採多元行銷通路之方式銷售保險。然而，多元通路之銷售策略固然為保險公司帶來巨大利益，但亦形成通路間之競爭與衝突。過去之研究僅提供少數關於多元通路衝突之見解予保險公司決策者，鮮少著墨於以衝突頻率的觀點去分析保險業之多元通路衝突。爰此，本研究之目的即在以發生頻率確認多元通路衝突之因素。
本研究之研究方法可分為兩階段，第一階段採用修正式德菲法以確認保險通路衝突之原因，第二階段使用層級分析法評估通路衝突原因之相對發生頻率高低。研究結果顯示，垂直式通路衝突發生頻率較水平式通路衝突發生頻率高。進一步就保險業多元通路衝突發生頻率相對高低之觀點來看，「共同決策時對實際認知的差異」、「行使強制權力」、「目標不一致」依序為所有衝突原因中較常發生者。本研究之發現期望能協助保險公司決策者瞭解造成多元通路衝突之因素及其發生之頻率高低，藉此修正其銷售策略以降低多元通路衝突。

The use of multiple channels is probably the most common distribution strategy nowadays. In order to increase greater market coverage, and have better firm performance through greater sales, insurers have adopted multiple channels of distribution to sell policies during the past decade. Multi-channel distribution strategies provide tremendous benefits to insurers, but on the other hand, it also triggers certain challenges. Unfortunately, prior studies have provided few insights for insurance decision makers related to multi-channel conflict, especially in terms of exploring the causes of multiple channel conflict in an insurance sector and investigating the frequency of causes of channel conflict. Therefore, the purpose of this study is to identify the multi-channel conflict factors and to assess the frequency of the factors that cause multi-channel conflict.
The methodology in this study can be comprised of two phases. In the first phase, this study employed the modified Delphi method to identify the causes of insurance channel conflict. In the second phase, the relative frequency of factors causing multi-channel conflict was computed by using an analytic hierarchy process (AHP).
According to the results of this study, the intrachannel conflict is more serious than interchannel conflict. Furthermore, “differences in perception of reality used in joint decision making”, “using coercive powers”, and “incompatibility of goals” are the three most important factors of over all causes. The result of this study can help decision makers in insurance companies to clarify the factors that affect multi-channel conflict and to identify how often these factors occur. According to the findings, distribution managers can identify the causes of channel conflict and modify their distribution strategy to minimize channel conflict.

CONTENTS
摘要......................................................II
ABSTRACT.................................................III
CONTENTS...................................................V
LIST OF TABLE.............................................VI
LIST OF FIGURE...........................................VII
LIST OF APPENDIX........................................VIII
1.INTRODUCTION.............................................1
2.LITERATURE REVIEW........................................3
  2.1.Motivations for Multiple Distribution Channels.......3
  2.2.Multiple Distribution Channel Conflicts..............4
  2.3.Causes of Distribution Channel Conflict..............5
  2.4.Relationship between Distribution Channel Conflict and 
      Its Performance......................................9
3.METHODOLOGY.............................................10
  3.1.Phase(I):Delphi Study...............................11
  3.2.Phase(II):Analytic Hierarchy Process................16
4.RESULTS.................................................20
  4.1.Result of The Delphi Study..........................20
    4.1.1.Result of The First Delphi Study................23
    4.1.2.Result of The Second Delphi Study...............26
  4.2.Result of The Analytic Hierarchy Process............29
5.CONCLUSIONS AND SUGGESTIONS.............................32
  5.1.Conclusions.........................................32
  5.2.Suggestions.........................................32
REFERENCE.................................................34
APPENDICES................................................39

LIST OF TABLE
Table 1:The General Information of Delphi Panelist........21
Table 2:The Demographic Information of Delphi Panelists...22
Table 3:Descriptive Statistics of Attitude toward Each cause 
        of multi-channel conflict at Interview Round 2 and Round 3.........24
Table 4:Comparison of Interview Round 2 and Round 3.......25
Table 5:Descriptive Statistics of the 3rd round Interview.26
Table 6:Descriptive Statistics of Attitude toward 
        Stratification Structure at Interview Round 1 and Round 2.........28
Table 7:Comparison of Interview Round 1 and Round 2.......28
Table 8:Descriptive Statistics of the 2nd round Interview.28
Table 9:Weights of the Criteria and Sub-Criteria..........31

LIST OF FIGURE
Figure 1:Same Customer Segments and Channel Conflict.......6
Figure 2:Causes of Multi-channel Conflict..................8
Figure 3:The Structure of the Methodology.................10
Figure 4:Delphi Study Procedures..........................15
Figure 5:Structure of Estimating the Relative Frequency 
         Weights of Causes of Multi-channel Conflict......27
Figure 6:Stratification Structure to Evaluate the Weight of 
         Multi-channel Conflict Factors...................30

LIST OF APPENDIX
APPENDIX A:Informed Consent Forms.........................40
APPENDIX B:The 1st Interview Protocol of Identify The Causes 
           of Multi-channel Conflict for Bancassurance....42
APPENDIX C:The 2nd Interview Protocol of Identify The Causes 
           of Multi-channel Conflict for Bancassurance....46
APPENDIX D:The 3rd Interview Protocol of Identify The 
           Causes of Multi-channel Conflict for Bancassurance.............51
APPENDIX E:The 1st Interview Protocol of Evaluation 
           Stratification Structure for Bancassurance.....56
APPENDIX F:The 2nd Interview Protocol of Evaluation 
           Stratification Structure for Bancassurance.....59
APPENDIX G:Informed Consent Forms.........................63
APPENDIX H:The Analytic Hierarchy Process Questionnaire...65

REFERENCE
1.Adler, M. and Ziglio, E. (1996), Gazing into the Oracle: The Delphi Method and Its Application to Social Policy and Public Health, Jessica Kingsley Publishers: Bristol, PA.
2.Alptekinoğlu, A., Tang, C. S. (2004), A model for analyzing multi-channel distribution systems, European Journal of Operational Research, vol.163, No.3, pp.802-824. 
3.Bucklin, C. B., Thomas-Graham, P. A, and Webster, E. A. (1997), Channel Conflict: When Is It Dangerous? The McKinsey Quarterly, Vol. 3, pp. 36-43.
4.Cather, D. A. and Howe, V. (1989), Conflict and Channel Management in Property-Liability Distribution Systems. The Journal of Risk and Insurance, Vol. 56, No. 3, pp. 535-543.
5.Chen, M. S. and Chang, P. L. (2010), Distribution Channel Strategy and Efficiency Performance of the Life Insurance Industry in Taiwan, Journal of Financial Services Marketing, Vol. 15, No. 1, pp. 62-75.
6.Coelho, F. and Easingwood, C. (2003), Multiple channel structures in financial services: A framework, Journal of Financial Services Marketing, Vol.8, No.1, pp.22-34.
7.Coelho, F. J. and Easingwood C. (2004), Multiple Channel Systems in Services: Pros, Cons and Issues, The Service Industries Journal, Vol.24, No.5, pp.1-29. 
8.Coelho, F., Easingwood, C., and Coellho, A. (2003), Exploratory Evidence of Channel Performance in Single vs Multiple Channel Strategies, International Journal of Retail and Distribution Management, Vol. 31, No. 11, pp. 561-573.
9.Cornish, E. (1977), The Study of the Future. World Future Society: Washington, D.C.
10.Dalkey, N. C. (1969), The Delphi Method: An Experimental Study of Group Opinion, prepared for United States Air Force Project Rand, Santa Monica.
11.Dumm, R. E. and Hoyt, R. E. (2003), “Insurance Distribution Channels: Markets in Transition,” Journal of Insurance Regulation, Vol. 22, No 1, pp. 27-47. 
12.Fowles, J. (1978), Handbook of Futures Research, Greenwood Press: Connecticut.
13.Frazier, G. L. (1999), Organizing Managing Channels of Distribution, Journal of the Academy of Marketing Science, Vol. 27, No. 2, pp.226-240.
14.Frazier, G. L. and Antia, K. D. (1995), Exchange Relationships and Interfirm Power in Channels of Distribution, Journal of the Academy of Marketing Science, Vol. 23, No 4, pp. 321-326.
15.Friedman, H. H. (2010), Channel Policy and Physical Distribution, Brooklyn College of City University of New York. Retrieved August 15, 2013, from http://academic.brooklyn.cuny.edu/economic/friedman/mmchannel.htm
16.Gallaugher, J. M. (2002), E-Commerce and the Undulating Distribution Channel, Communications of the Association for Computing Machinery, Vol. 45, No. 7, pp. 89-95.
17.Gamarra, L. T. and Growitsch, C. (2008), Single-verse Multi-Channel Distribution Strategies in German Life Insurance Market, The X European Workshop on Efficiency and Productivity Analysis, Bad Honnef: Germany.
18.Gaski, J. F. (1984), The Theory of Power and Conflict in Channels of Distribution, Journal of Marketing, Vol. 48, No. 3, pp. 9-29. 
19.Gilbert, A. and Bacheldor, B. (2000), The Big Squeeze, Informationweek, Vol. 799, pp.46-56.
20.Goldkuhl, L. (2007), Multiple Marketing Channel Conflict with a Focus on the Internet: A Dual Perspective, Thesis of Lulea University of Technology, Sweden. 
21.Gutierrez, O. (1989), Experimental Techniques for Information Requirements Analysis, Information and Management, Vol. 16, No.1, pp. 31-43.
22.Hogarth-Scott, S. and Parkinson, S. T. (1993), Retailer-Supplier Relationships in the Food Channel: A supplier Perspective, International Journal of Retail and Distribution Management, Vol. 21, No. 8, pp. 11-18.
23.Jick, T. D. (1979), Mixing Qualitative and Quantitative Methods: Triangulation in Action. Administrative Science Quarterly, Vol.24, No.4, pp. 602-611.
24.Johnson, B., and Christensen, L. (2000), Educational research: Quantitative and Qualitative Approaches, Boston, MA, US: Allyn and Bacon.
25.Kabadayi, S. (2011), Choosing the Right Multiple Channel System to Minimize Transaction Costs, Industrial Marketing Management, vol.40, No.5, pp.763-773.
26.LaBahn, D. W. and Harich, K. R. (1997), Sensitivity to National Business Culture: Effects on U.S.-Mexican Channel Relationship Performance, Journal of International Marketing, Vol. 5, No. 4, pp. 29-51.
27.Mahmoud, M. A., Hinson, R. E. and Anning-Dorson, T. (2011), Channel Structure and conflict Management among Multinational Corporations in Ghana (MNCs), International Management Review, Vol. 7, No. 2, pp. 35-43.
28.Malone, T. W., Yates, J., and Benjamin, R. I. (1987), Electronic Markets and Electronic Hierarchies, communications of the ACM, Vol. 30, No.6, pp. 484-497.
29.Masser, I. and Foley, P. (1987), Delphi Revisited: Expert Opinion in Urban Analysis, Urban Studies, Vol. 24, No.3, pp. 217-225.
30.Moriarty, R. T. and Moran, U. (1990), Managing Hybrid Marketing Systems, Harvard Business Review, Vol. 68, No.6, pp. 146-155.
31.Nothofer, K. and Remy, D. (2009), The Role of Multi-Channel Management in the Hospitality Industry. Les Roches International School of Hotel Management, Crans-Montana: Switzerland.
32.O’connor, P. and Murphy, J. (2008), Hotel Yield Management Practices Across Multiple Electronic Distribution Channels, Information Technology and Tourism, Vol. 10, No. 2, pp. 161-172.
33.Perry, C., Riege, A., and Brown, L. (1999), Realism’s Role among Scientific Paradigms in Marketing Research, Irish Marketing Review, Vol. 12, No.2, pp. 16-23.
34.Rosenberg, L. J. (1974), A New Approach to Distribution Conflict Management, Business Horizons, Vol. 17, No. 5, pp. 67-74.
35.Rosenberg, L. J. and Stern, L. W. (1970), Toward the Analysis of Conflict in Distribution Channels: A Descriptive Model, Journal of Marketing, Vol. 34, No.4, pp. 40-46.
36.Rosenbloom, B. (2007), Multi-channel Strategy in Business-to-Business Markets: Prospects and Problems, Industrial Marketing Management, vol.36, No.1, pp.4-9.
37.Rowe, G., Wright, G. and Bolger, F. M. I. (1991), The Delphi Technique: A Re-Evaluation of Research and Theory, Technological Forecasting and Social Change, Vol.39, No.3, pp. 235-251.
38.Samaha, S. A., Palmatier, R. W. and Dant, R. P. (2011), Poisoning Relationships: Perceived Unfairness in Channels of Distribution, Journal of Marketing, Vol.75, No.3, pp.99-117
39.Sarkar, M. B., Butler, B., and Steinfield, C. (1995), Intermediaries and Cybermediaries: A Continuing Role for Mediating Players in the Electronic Marketplace, Journal of Computer Mediated communication, Vol.1, No.3, pp.1-14. 
40.Saaty, T. L. (1980), The Analytic Hierarchy Process. McGraw Hill, New York.
41.Saaty, T. L. (1990), How to Make a Decision: The Analytic Hierarchy Process, European Journal of Operational Research, Vol. 48, No.1, pp.9-26.
42.Seung, W. N. (2010), Managing Channel Conflict: From a Korean Life Insurance Industry Perspective, LIMRA’s MarketFacts Quarterly, Vol. 29, No. 3, pp. 82-90.
43.Singh, D. and Chaudhary, F. S. (1986), Theory and Analysis of Sample Survey Designs, New York: John Wiley and Sons.
44.Singh, R. (2006), An Assessment of the Impact of Distribution Channel Conflict on Channel Efficiency- Few Improvised Conceptual Models, Indian Institute of Management. Ahmedabad: India.
45.Valos, M. J. (2009), Structure, People and Process Challenges of Multichannel Marketing: Insights from Marketers, Journal of Database Marketing and Customer Strategy Management, Vol. 16, No. 3, pp. 197-206.
46.Vinhas, A. S. and Anderson, E. (2005), How Potential Conflict Drives Channel Structure: Concurrent (Direct and Indirect) Channels, Journal of Marketing Research, Vol.42, No.4, pp.507-515.
47.Wallace, D. W., Johnson J. L. and Umesh, U. N. (2009), Multichannels Strategy Implementation: The Role of Channel Alignment Capabilities, Decision Sciences, vol. 40, No. 4, pp.869-900.
48.Wall Jr., J. A. and Callister, R. R. (1995), Conflict and Its Management, Journal of Management, Vol. 21, No. 3, pp. 515-558.
49.Webb, K. L. (2002), Managing Channels of Distribution in the Age of Electronic Commerce, Industrial Marketing Management, Vol. 31, No. 2, pp. 95-102.
50.Webb, K. L. and Didow, N. M. (1997), Understanding Hybrid Channel Conflict : A Conceptual Model and Propositions for Research, Journal of Business-to- Business Marketing, Vol. 4, No. 1, pp. 39-78.
51.Webb, K. L. and Hogan, J. E. (2002), Hybrid Channel Conflict: Causes and Effects on Channel Performance, Journal of Business and Industrial Marketing, Vol. 17, No. 5, pp. 338-356.
52.Webb, K. L. and Lambe C. J. (2007), Internal Multi-channel Conflict: An Exploratory Investigation and Conceptual Framework, Industrial Marketing Management, vol.36, No.1, pp.29-43.
53.Williams, B. (1978), A sampler on sampling, New York: John Wiley and Sons.
54.Woudenberg, F. (1991), An Evaluation of Delphi, Technological Forecasting and Social Change, Vol. 40, No.2, pp.131-150.
55.Yan, R., Guo, P., Wang, J. and Amrouche, N. (2011), Product Distribution and Coordination Strategies in a Multi-channel Context, Journal of Retailing and Consumer Services, Vol.18, No.1, pp.19-26.