• 沒有找到結果。

第五章 結論與建議

5.3 未來研究建議

本研究在進行過程中及研究結果,發現了若干研究議題,可供未來研究 參考方面。

本研究針對 A 壽險公司研究,歸納出公司制度面、管理系統面、業務顧 問面、行銷通路面、與部門溝通面、及顧客互動面等六個概念。這個結果只 針對 A 壽險公司部分,其質性研究是屬於依照個案來分析,每個案有不同的 結果,未來研究可以利用同樣研究方法,針對不同的壽險公司或對多個案保 險公司來取樣,針對本次研究的問題,作多重的比較,比較之間的同質性與 差異性。

本研究在多通路方面,發現業務顧問對於現在的電話行銷與銀行保險通 路,持有不同的看法。首先業務顧問對於多通路現象,認為可幫助他們宣傳 保險的觀念,讓顧客主動去了解保險的重要性。不過對於內部多通路的衝突,

如業務顧問和電話行銷及銀行保險通路之間的關係,本研究發現銀行通路對 於業務顧問的衝擊最大,但銀行保險通路跟電話行銷對於業務顧問的看法,

從本研究中無法得知,因此,建議未來研究可針對壽險業務顧問及電話行銷 人員與銀行保險通路方面,可再更進一步探討三方面對於多通路現象的看法。

本研究利用質性研究方式,歸納出業務顧問對顧客關係管理與多通路現 象的看法,發現一些想法及關聯,例如本研究結果發現業務顧問在 PDA 使用

75

狀況,為什麼比例不高,還有業務顧問在桌上型電腦及筆記型電腦的使用狀 況,以及對於本研究所呈現的關聯圖,是否因果的關係,皆可提供為未來研 究議題,做為量化研究的依據,針對這些想法及概念利用量化方式做驗證。

76

參考文獻

1. 林本炫(2004),「質性研究資料分析電腦軟體在質性研究中的應用」,教育 社會學通訊,第五十四卷,第 3-17 頁。

2. 林金定、嚴嘉楓、陳美花(2005),「質性研究方法:訪談模式與實施步驟 分析」,身心障礙研究,第三卷,第四期,第 122-135 頁。

3. 林震岩(2004),「公司規模與產業別對顧客關係管理實施程度影響之研 究」,第四屆產業資訊管理學術暨新興科技實務研討會,輔仁大學:台北。

4. 林佩璇(2000),「個案研究其在教育研究上的應用」,中正大學教育學研究 所主編,質的研究方法,高雄:麗文文化公司。

5. 胡幼慧(1996),「質性研究理論-方法及本土女性研究實例」,遠流出版公 司。

6. 孫彬訓(2007),「壽險業拚-紐約衝市占增資又增員」,2007 年 3 月 30 日工 商時報金融保險版。

7. 陳心虹(2005),「台灣銀行保險效益,三贏?」,財團法人保險事業發展中 心。

8. 陳怡慈(2006),「買保險,業務顧問比理專在行。」,2006 年 2 月 27 日時 報資訊。

9. 陳美君(2006),「大裁員/無預警資遣 515 人,大都會人壽:通路轉型」,

2006 年 12 月 19 日東森新聞報,財經產業版。

10. 倪晟斌(2006),「保險現身電視直銷,健康險搶先試鏡」,2006 年 4 月 14 日中國保險報。

11. 莊順斌(2004),「多通路銷售將是零售業者未來無可避免的趨勢」,Aberdeen

Group , 取 自 資 策 會 FIND 網 站

http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=3353。

12. 郭迺鋒、郭敏華、簡仲明(2005),「台灣民眾保險觀念與行為調查」,世新 大學財務金融系,委託單位財團法人保險事業發展中心。

13. 曾光華(2004),「行銷管理-理論解析與實務應用」,前程企業。

14. 野口吉昭(2004),「顧客關係管理實戰指南」,麗勤管理顧問股份有限公 司。

15. 鄭圭雯(2007),「中壽、彰銀保代合作創 2.7 億佳績」,2007 年 4 月 11 日 工商時報金融時報專輯。

77

16. 葉慧心(2005),「保險市場潛力十足」,2005 年 2 月 6 日經濟日報。

17. 趙清遠(2004),「我國銀行保險市場行銷管理策略之研究」,保險實務與制 度,第三卷,第一期,第 77-102 頁。

18. 熊毅晰(2003 年 11 月),「2003 年中小企業 e 化大調查」,e 天下雜誌,第 三十五期,取自 http://www.techvantage.com.tw/content/035/035084.asp。

19. 鄭仁富(2005 年 2 月 16 日),「我國 2004 年各行業企業連網及資訊應用調 查 系 列 ( 六 ) 金 融 及 保 險 業 」, 取 自 資 策 會 FIND 網 站 http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=103。

20. 顏真真(2005),「華僑銀行宣布與紐約人壽集團締結策略聯盟」,2005 年 10 月 6 日中華日報,財經產業版。

21. 張瑞芬(2003),「顧客服務管理-顧客關係管理實戰理論與實務」,泰華文化 事業股份有限公司。

22. 潘淑滿(2003),「質性研究理論與應用」,心理出版社。

23. 萬文隆(2004),「深度訪談在質性研究中的應用」,生活科技教育月刊,第 三十七,第四期,第 17-23 頁。

24. 孫惠瑛譯(2000),「各國銀行保險與直效行銷發展概況」,保險資訊,第一 百七十八期,第 29-37 頁。

25. 吳芝儀,廖梅花合議,Anselam Strausss. Juliet Corbin/著(2001),「質性研 究入門:紮根理論研究方法」,濤石出版社。

26. 楊幼蘭譯,Bernadette Tiernan 著(2002),「多通路整合行銷-The hybrid company」,藍鯨出版社。

27. IBM 新聞,「 IBM 租賃模式可增加七成中小企業 e 化意願」,取自 http://www.ibm.com/news/tw/zh/2005/12/20051201_e.html。

28. 魏上淩、黃麗霞、邱郁秀、廖本哲合譯,Lamb, C. W., Hair, J. F. and McDaniel, C 著(2005),「行銷管理-Marketing」,新陸書局股份有限公司。

29. 李政賢譯, Marshall, C. and Rossman, G. B. 著(2006),「質性研究:設計 與計劃撰寫書」,五南出版社。

30. 洪志成、廖梅芳合譯, Richard, A. K. and Mary, A. C. 著(2003),「焦點團 體訪談」,濤石文化出版。

31. 李勝祥 吳若己合譯,Zikmund, W. G., McLeod, R. and Gilbert, F. W.著 (2005),「顧客關係管理:整合行銷策略與資訊科技」,滄海書局。

32. Anderson, J. C. and Narus, J. A. (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships," Journal of Marketing, Vol. 54, No.

78

1, pp. 42-58.

33. Armstrong, G. and Kotler, P. (2004), Marketing: An Introduction (7th ed.), Upper Saddle River, NJ: Prentice Hall.

34. Auerbach, C. F. and Silverstenin, L. B. (2003), “Qualitative Data: An Introduction to Coding and Analysis," NY: New York University Press

35. Berry, L. L. (1981), “The Employee as Customer," Journal of Retail Marketing, Vol. 3, No. 1, pp. 25-28.

36. Berry, L. L. (1995), “Relationship Marketing of Services: Growing Interest, Emerging Perspectives," Journal of the Academic of Marketing Science, Vol.

23, No. 4, pp. 236-245.

37. Brown, J. R. (1977), “Toward Improved Measures of Distribution Channel Conflict," in Contemporary Marketing Thought, Barnett A. Greenburg and Danny N. Bellenger, ed., Chicago: American Marketing, pp. 385-389.

38. Bonoma, T. V. (1985), “Case Research in Marketing: Opportunities, Problems, and a Process," Journal of Marketing Research, Vol. 22, Iss. 2, pp.199-208.

39. Buttle, F. A. (2001), “The CRM Value Chain," Marketing Business, pp.

52-55.

40. Bowersox, D. J., M. B. Cooper, D. M. Lambert, and Taylor, D. A. (1980), Management in Marketing Channels, NY: McGraw-Hall

41. Conduit, J. and Mavondo, F. T. (2001), “How critical is internal customer orientation to market orientation?" Journal of Business Research, Vol. 51, No.

1, pp. 11-24.

42. Coughlan, A. T., E. Anderson, L. W. Stern, and El-Ansary, A. I. (2006).

Marketing Channels (7th ed.), Upper Saddle River, NJ: Prentice Hall.

43. Crosby, L. A. and Johnson, S. L. (2002), “Technology: friend or foe to customer relationships?" Marketing Management, Vol. 10, No. 4, pp. 10-11.

44. Day, G. S. (2000), “Capabilities for Forging Customer Relationships,"

Report No. 00-118, Cambridge, MA: Marketing Science Institute.

45. Eichorn, F. L. (2004), “Applying Internal Customer Relationship Management (IntCRM) Principles to Improving Business / IT Integration and Performance," Problems & Perspectives in Management, Vol. 4, pp.

125-148.

79

46. Etgar, M. (1979), “Sources and Types of Intrachannel Conflict," Journal of Retailing, Vol. 55, No. 1, pp. 61-78.

47. Fayeman, M. (2002), “Customer Relationship Management," New Directions for Institution Research, Vol. 2002, Iss. 113, pp. 57-66.

48. Flur, D. K., D. Huston, and Lowie, L. Y. (1997), “Bancassurance: Could Banks Have He a New Channel to Sell Insurance?" The Mckinsey Quarterly, Iss. 3, pp. 126-132

49. Frazier, G. L. (1999), “Organizing and Managing Channels of Distribution,"

Journal of the Academy of Marketing Science, Vol. 27, No. 2, pp. 226-240.

50. Gaski, J. F. (1984), “The Theory of Power and Conflict in Channels of Distribution," Journal of Marketing, Vol. 48, No. 9, pp. 9-29.

51. Jakki, M. and Robert, S. (1994), “Characteristics of Partnership Success:

Partnership Attributes, Communication Behavior and Conflict Resolution Techniques," Strategic Management Journal, Vol. 15, No. 2, pp. 135-152 52. Johnston, W. J., M. Leach, and Lui, A. (1999), “Theory Testing Using Case

Studies in Business-to-Business Research," Industrial Marketing Management, Vol. 28, No. 3, pp. 201-213.

53. Kale, S. H. (2004), “CRM Failure and the Seven Deadly Sins," Marketing Management, Vol. 13, Issue 5, pp. 42-46.

54. Kalakota, R. and Robinson, M. (1999), E-Business-Roadmap for Success, Upper Saddle River, NJ: Addison-Wesley.

55. Khanna, S. (2001), “Measuring the CRM ROI: Show them Benefits,"

November 20, 2002, at http://www.CRM-forum.com.

56. Lusch, R. F. (1976), “Channel Conflict: Its Impact on Retailer Operating Performance," Journal of Retailing, Vol. 52, No. 2, pp. 3-12.

57. Martin, R. A. (1992), “Creating and Maintaining Service Culture,"

International Journal of Quality and Reliability Management, Vol. 9, No. 1, pp.

9-19.

58. Minichiello, V., R. Aroni, E. Timewell, and Alexander, L. (1995), In-depth Interviewing. (2nd ed.), SouthMelbourne: Longman.

59. Menon, A., S. G. Bharadwaj, and Howell, R. (1996), “The Quality and Effectiveness of Marketing Strategy: Effects of Functional and Dysfunctional Conflict in Intra-organizational Relationships," Journal of the Academy of

80

Marketing Science, Vol. 50, No. 4, pp. 36-51.

60. Omar, E. M. and Talha, D. H. (1999), “Relationship Marketing and Data Quality Management," SAM Advanced Management Journal, Vol. 64, Issue 2, pp. 26-33.

61. Payne, A. and Frow, P. (2004), “The Role of Multichannel Integration in Customer Relationship Management," Industrial Marketing Management, Vol. 33, Iss. 6, pp. 527– 538.

62. Payne, A. and Frow, P. (2005), “A Strategic Framework for Customer Relationship Management," Journal of Marketing, Vol. 69, Iss. 4, pp.

167-176

63. Perreault, W. D. and McCarthy, J. E. (2002), Basic Marketing ─ A Global Managerial Approach, NY: McGraw Hill.

64. Peppard, J. (2000) “Customer Relationship Management (CRM) in Financial Services," European Management Journal, Vol. 18, Iss. 3, pp. 312-327.

65. Smith, K. (2001, November), “Getting payback from CRM," at http://CRM Guru.com.

66. Sims, J. T., J. R. Foster and Woodside, A. G. (1977), Marketing Channels:

Systems and Strategies, NY: Harper and Row.

67. Stern, L. W. and El-Ansary, A. (1992), Marketing Channel, Upper Saddle River, NJ : Prentice Hall

68. Stern, L. W. , A. El-Ansary, and Brown, J. R. (1989), Management in Marketing Channels, Upper Saddle River, NJ : Prentice Hall

69. Stern, L. W. and Ronald, H. G. (1969), Conflict in Distribution Channels: An Exploration, Boston: Houghton Mifflin, pp. 156-175.

70. Rosenberg, L. J. and Stern, L. W. (1971), “Conflict Measurement in the Distribution Channel," Journal of Marketing Research, Vol. 8, No. 4, pp.

437-442.

71. Rosenbloom, B. (2004), Marketing Channels (7th ed.), Mason, OH:

South-Western.

72. Robbins, S. P. (1989), Organizational Behavior: Concepts, Controversies and Applications, NY: Prentice-Hall.

73. Rubin, H. J., and Rubin, I. S. (1995), Qualitative Interviewing: The Art of Hearing Data, Thousand Oaks, CA: Sage Publication.

81

74. Rygielski, C., J. C. Wang, and Yen, D. C. (2002), “Data Mining Techniques for Customer Relationship Management," Technology in Society, Vol. 24, No.

4, pp. 483–502.

75. Taylor, S. J. and Bogdan, R. (1984), Introduction to Qualitative Research Methods (2nd ed.), NY: Wiley.

76. Walters, C. G.. and Bergiel, B. J. (1982), Marketing Channels (2nd ed.), Glenview, IL: Pearson Scott Foresman.

77. Webb, K. L. (2002), “Managing Channels of Distribution in the Age of Electronic Commerce," Industrial Marketing Management, Vol. 31, No. 2, pp.

95-102.

78. Webb, K. L. and Lambe, C. J. (2007), “Internal Multi-Channel Conflict: An Exploratory Investigation and Conceptual Framework," Industrial Marketing Management, Vol. 36, Iss. 1, pp.29-43.

79. Yin, R. K. (1989), Case Study Research: Design and Methods, London: Sage Publication.

80. Zablah, A. R., D. N. Bellenger, and Johnston, W. J. (2004), “An Evaluation of Divergent Perspectives on Customer Relationship Management: Towards a Common Understanding of an Emerging Phenomenon," Industrial Marketing Management, Vol. 33, No. 6, pp. 475-489.

81. http://www.104.com.tw/

82. http://www.lia-roc.org.tw/

83. http://taiwan.wtocenter.org.tw/www/summary5.asp 84. http://www.twnic.net.tw

85. http://www.ftc.gov.tw/2000010129990101181.htm 86. http://www.pcalife.com.tw

82

相關文件