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Analysis on the Influence of Trust on Sales in Insurance Business

Author: JiangJie
Tutor: LiChangYang
School: Guangxi Normal University
Course: Sociology
Keywords: Organization trust Network analysis Sales Betweenness centrality Particularistic trust
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 36
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Abstract


As a fundamental characteristic of ethics, trust can maintain social order; it also plays an important role in developing economy. In recent years, sociologists have made lots of researches on the relationship between organization trust and enterprise development in the background of modern economic life.And insurance business is a new business under the market economy system, how to use the organization trust to promote its healthy development is this study’s first target. The Chinese insurance market is still in the primary stage of development, there are many problems such as the imbalance structure of insurance market, the low level of professional management. But most of the insurance business studies are concerned about the enterprise business strategy and marketing mechanism, or the coexistence and comparison of social insurance and commercial insurance. Very few scholars pay attention to the internal management model of insurance business. As the insurance company under the Chinese cultural background, but mostly are in modern western management pattern, what does the social network of their members like? Nearly90%of empirical researches hypothesis that organization trust plays an active role in organization development, it will bring higher job satisfaction, higher level of cooperation, more effective work.Then, the insurance company is an internal competition industry; sales are the most important factor affecting insurance business development, whether organization trusts have an influence on sales performance? What is the relationship? Whether the particularity of the trust makes it different from other organizations? This research analysis the relationship between organization trust and the sales on the basis of interpersonal network, through the way of subgroup analysis.In this research, sales are dependent variable classified as the average monthly incomes, insurance expenses continuation rate and nearly three months the number of insurance slips. The argument is organization trust, including general trust and particularistic trust. Controlled variable included work experience,. And this study analysis point centrality and betweenness centrality too. The study based on AnQing P Insurance Company Sales Department J. Data collection method is relying mainly on questionnaire investigation and cases interview, this study use of quantitative and qualitative research together, using network analysis on the influence of trust on sales in insurance business. Use Ucinet analysis the whole network of Sales Department J, and the group of the network, to compare group cohesion, network density, average distance.Then, including the overall level of trust of Sales Department J, and comparing the level of general trust and particularistic trust between the selling groups.And set up cases to describe the details of the trust relationship, then using of single factor analysis of variance analysis the particularistic trust between the selling groups.Pearson correlation shows particularistic trust play positive role in the average monthly incomes, insurance expenses continuation rate and nearly three months the number of insurance slips. Then bringing control variables and individual point centrality and betweenness centrality by regression analysis, to test of hypothesis. The conclusion shows betweenness centrality play positive role in sales. While troubleshooting a special trust on sales performance directly influence. By way of example that organizational trust can reconcile the contradictions to ease the pressure, promote the sharing of resources to improve sales performance.It makes a summery of this research, and discusses the deep research in future. The results show:(1) Particularistic trust must have influenced the insurance sales. Particularistic trust between salesmen plays positive role in cooperation, and to be perfect.(2)Betweenness centrality play positive role in sales. In such a special property insurance industry sales, effect of betweenness centrality more than particularistic trust.This probably because of the more betweenness centrality means the more social resources. It is good for sales.(3) The point of innovation in this article is to find the stronger exchange but the weaker emotion in the insurance industry. Though, the internal trust is based on the acquaintance relationship, but emphasizing fair exchange than other industry.

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