The end of launching Financial Holding Company, FHC is to maximize the synergy of versatile financial services like banking, insurance, securities, and the like by means of cross selling internally to expand product line as well as offering integrated financial services to consumers externally to satisfy their one-stop shopping demands. One of the characteristics in the property is highly counting on people to deliver service, and agents play significant roles during service delivery. Therefore, it merits a better attention to probe into the relationships between the organizational commitment, the professional commitment, the organizational citizenship behavior, and the job involvement in cross selling of agents¡¦.
The study is conducted by the questionnaire survey on three FHCs in which insurance business is inner circle in Taiwan. Throughout interviewing the staffs of the three by 500 questionnaires offered and 351 valid ones collected, the datum of the research is made by reliability analysis, descriptive analysis, Pearson correlation analysis, independent sample t-test, ANOVA, and multiple regression analysis to verify the identity degrees of the interviewees on the organizational commitment, the professional commitment, the organizational citizenship behavior, and the job involvement in cross selling. Following are the major findings:
1.Each one of the organizational commitment, the professional commitment, and the organizational citizenship behavior are statistically significant and positive correlated to the job involvement in cross selling. Among them, the organizational citizenship behavior is with the strongest influence on the job involvement in cross selling, then the organizational commitment second, and the professional commitment last.
2.Among the sub-dimensions, the organizational identity in the organizational commitment explains most the variations of the job involvement in cross selling and then the retention on the job. Also, the professional identity in the professional commitment explains most the one and then the retention on the occupation. And, the involvement in the organizational citizenship behavior explains the most the one and then the loyalty. It means that the organizational identity, the professional identity, the involvement and the loyalty of the agents are with significant effects on their involvement in cross selling.
3.The variations in the identity degrees of the organizational commitment and the professional commitment of the agents in the three FHCs are significantly different, however, the ones of the organizational citizenship behavior and the involvement in cross selling are no significant.
From the findings of the research, the organizational commitment and the organizational citizenship behavior are proven the most impacts on the involvement in cross selling. Consequently, FHCs should pay more attentions especially to enhance the organizational identity of agents all the time except for advancing their knowledge and ability in cross selling when they want to raise the wills of agents on the job involvement in cross selling. For example, they can disclose the expectation and the requirement of the organization to agents to make them fully understand, follow, and moreover increase their confidence. Besides, building incentive performance assessment and rewarding system is more important than else in stimulating agents to have strong involvement in cross selling.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825110-164331 |
| Date | 25 August 2010 |
| Creators | Pan, Lu-mei |
| Contributors | Hsien-tang Tsai, Hueimei Liang, Chin-Tarn Lee |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825110-164331 |
| Rights | not_available, Copyright information available at source archive |
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