銷售通路與業務品質──個人健康險損失情形之實證研究

DISTRIBUTION SYSTEMS AND THE QUALITY OF BUSINESS: AN EMPIRICAL TEST ON INDIVIDUAL HEALTH INSURANCE

本文從薪酬結構與考核制度、銷售過程中資訊的取得及售後服務的動機等三個方面，分析銀行保險通路、電話行銷通路與傳統保險業務員通路的異同，並據以檢驗通路的特性對保險契約損失情形的影響。實證資料以台灣一家人壽保險公司於2002年城堡之12,746件終身醫療險新契約為樣本，觀察其生效後67個月的理賠情形，研究方法採用案不模型（two-part model）檢驗。實證結果顯示通路的基本特性對損失情形之影響有顯著差異。具體而言，銀行保險通路無論在發生短期理賠、初次理賠的時間、理賠機率和理賠次數，都是三個通路中做好的；其次，電話行銷通路在發生初次理賠的時間、理賠機率和理賠次數，皆優於傳統保險業務員通路；同樣地，採用配對樣本做穩健性分析，實證結果仍一致，發現銀行保險通路的業務品質最佳、電話行銷通路居次、業務員通路最差，證實通路來源會影響保險理賠之情形。

This article investigates the effect of distribution systems on the quality of insurance policies. We will compare the similarities and dissimilarities of distribution systems among bancassurance channels, telemarketing channels, and traditional insurance salespersons channels. We analyzed the discrepancies in (1) compensation structure and performance assessment, (2) the information in the sales process, and (3) after-sales motivation for service under the distribution systems. We employ a two-part model to investigate the effect of distribution systems on the quality of insurance policies, and use 12,746 individual health insurance policies effective in 2002 from a life insurance company in Taiwan. We track the claims that occurred during the period from 2002 to 2007, and use their information as a proxy for the quality of the insurance contracts. The results show that the distribution system affects the quality of contracts. Specifically, bancassurance channels are the best of the three distribution systems, regardless of whether a claim is filed within a two-year period or for the first time, and no matter the probability of claims, and the number of claims. Secondly, telemarketing channels are better than traditional insurance salespersons channels when considering the file claimed for the first time, and no matter the probability of claims, and the number of claims. Finally, our robust test confirms that bancassurance channels provide the best business quality, followed by telemarketing channels and traditional insurance salespersons channels.