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政大機構典藏 > 商學院 > 風險管理與保險學系 > 會議論文 > Item 140.119/115557

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/115557

Title:	Marketing Channel, Corporate Reputation and Profitability of Life Insurers
Authors:	陳彩稚 Chen, Tsai-Jyh
Contributors:	風險管理與保險學系
Keywords:	bancassurance;corporate reputation;marketing channel
Date:	2017-01
Issue Date:	2018-01-11 15:04:11 (UTC+8)
Abstract:	This paper investigates the impact of marketing channel on corporate reputation and profitability of life insurers based on the evidence of bancassurance. With consideration of endogeneity among the variables, the result indicates that marketing through bancassuance reduces underwriting service quality and thus negatively affects insurer`s reputation. On the other hand, bancasurrance shows an advantage in cutting underwriting expenses and consequently contributes to profitability. The result is opposite to that of traditional channel of salespersons. This paper also finds that a positive and sustained relation between corporate reputation and profitability. The result implies that life insurers must be cautious of marketing through bancassurance because its negative impact on underwriting service quality may counteract its advantage of cost-saving due to reputation deteriorating in the long term.
Relation:	Academy of Management Proceedings, 2017 (Meeting Abstract Supplement) 11186
Data Type:	conference
DOI 連結:	http://dx.doi.org/10.5465/AMBPP.2017.11186abstract
DOI:	10.5465/AMBPP.2017.11186abstract
Appears in Collections:	[風險管理與保險學系] 會議論文

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