壽險業的產品特性與其他產業有相當大的差異，它提供給消費者長期的保障承諾。因此，良好的企業形象是消費者進行購買決策的重要關鍵因素。
本研究主要目的在於探討影響壽險公司企業形象的原因，本文將壽險公司財務及業務經營兩大構面的績效指標分類，並以現代保險金融雜誌的企業形象統計調查結果～『最值得推薦的人壽保險公司』排名，進行迴歸統計分析，實證企業形象與經營活動兩構面之關聯性，以了解各項指標對企業形象之影響力，並提出經營企業形象的建議。
實證結果發現，壽險業企業形象的好壞與公司的財務面與業務面的經營績效均有相當程度關聯性，而業務績效指標則對企業形象的影響較大。且公司型態若屬於金控子公司或外商公司，亦對企業形象有顯著影響力。消費者對企業形象評估的觀點，不僅從財務績效評價，更在意經營品質。因此，壽險公司的經營應更加注重本業營運活動及服務品質，才能提升壽險公司本身的企業形象。 / This study attempts to analyze the relationship between corporate image and business operation of life insurance companies in Taiwan. Based on the performance indicators in underwriting and financial aspects, this study conducts regression analysis to find the influential factors for corporate image of life insurers. The corporate image measurement is based on the survey of “The strongly recommended life insurance companies” made by the Risk Management, Insurance & Finance Magazine in years 2005-2010.
This study finds that both of underwriting and financial operations have considerable impacts on the corporate image of life insurance companies. The results indicate that consumers evaluate the corporate image based on not only the financial performance but also the quality of underwriting management, such as services provided by the insurers. Besides, the company types (e.g., subsidiary of financial holding companies or foreign insurers) also significantly influence the corporate image. The findings of this study suggest that the life insurance companies in Taiwan should pay more attention to the underwriting activities and service quality in order to enhance their corporate image.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095358025 |
| Creators | 萬憶蓮, Wan, Yi Lien |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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