A Study of Consumer's Preference for the Distribution Systems of the Insurance Marketing Channel

Sheng-feng SHIH, Chao-ying LI


The direct management of the insurance company can be divided into two ways: direct sale and indirect sale. Generally speaking, the former is to sell through the organization of the life insurance company itself, such as the salesman system of the direct business unit, direct response-telephone, network or DM marketing; the latter is to be handled by the life insurance company's outsourcing organizations, such as insurance agents, insurance brokers, banks or other financial institutions. The purpose of this study is to understand consumers' experience and perception of access, seek advice from customers, and then shorten the gap between buyers and sellers on service quality and satisfaction. Quota Sampling was used in this study. A total of 500 questionnaires were sent out to people over 20 years old. 458 valid questionnaires were collected, with an effective rate of 91.6%. The results of this study and cross-analysis of consumers' satisfaction with life insurance channels show that consumers' perception and experience of using access patterns, consumers' considerations of choosing access, and the satisfaction of salesmen and insurance brokers. Comparing the differences between the two channels, the consumers of the direct-operated unit salesman channel think that "whether the attitude of the direct-operated unit salesman is under pressure" and "facilitating the purchase of insurance through the direct-operated unit salesman" will affect their overall satisfaction with the channel.


Marketing channel, Direct sales, Indirect sales, Quota sampling


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