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  DOI Prefix   10.20431


 

International Journal of Managerial Studies and Research
Volume 2, Issue 3, 2014, Page No: 59-68

Insurance Hybrid-channel Conflict - A Perspective of Conflict Frequency

Chiang Ku Fan 1, Tong-Liang 2, Kao2, I-Ning Tsao3

1.Professor / Department of Risk Management and Insurance / Shih Chien University Taipei, Taiwan
2.Associate Professor/ Master"s Program in Insurance Management / Tamkang University New Taipei, Taiwan
3.Graduate Student / Master"s Program in Insurance Management/ Tamkang University New Taipei, Taiwan

Citation : Chiang Ku Fan, Tong-Liang, Kao, I-Ning Tsao, Insurance Hybrid-channel Conflict - A Perspective of Conflict Frequency International Journal of Managerial Studies and Research 2014 , 2(3) : 59-68

Abstract

The use of multiple channels is probably the most common distribution strategy nowadays. On the other hand, it also triggers certain challenges. Unfortunately, prior studies have provided few insights for insurance decision makers related to hybrid-channel conflict, especially in terms of exploring the causes of multiple channel conflict in an insurance sector and investigating the frequency of causes of channel conflict. The purpose of this study is to identify the hybrid-channel conflict factors and to assess the frequency of the factors that cause hybrid-channel conflict. The methods used in this study are Delphi and analytic hierarchy process (AHP). According to the results of this study, the intrachannel conflict is more serious than interchannel conflict. Furthermore, "differences in perception of reality used in joint decision making", "using coercive powers", and "incompatibility of goals" are the three most important factors of overall causes. According to the finding, distribution managers can identify the causes of channel conflict and modify their distribution strategy to minimize channel conflict


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