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The Determinants of Corporate Image for Life Insurers in Taiwan

  • Tsai-Jyh Chen EMAIL logo und Annie Wan
Veröffentlicht/Copyright: 7. Mai 2014

Abstract

This study attempts to analyze the relationship between corporate image and business operation of life insurance companies in Taiwan. Based on the performance indicators in underwriting and financial constructs, this study conducts regression analysis to find the influential factors for corporate image of life insurers. This study finds that both underwriting and financial operations have considerable impacts on the corporate image of life insurance companies. The results indicate that consumers evaluate the corporate image based on not only the financial performance but also the quality of underwriting management, such as services provided by the insurers. The company background (e.g. subsidiary of financial holding companies or foreign insurers) does not significantly influence the corporate image. The findings of this study suggest that the life insurance companies in Taiwan should pay more attention to the underwriting activities and service quality in order to enhance their corporate image.

Appendix

Table 10:

The major indexes of life insurance market in Taiwan (unit: NT$)

YearInsurance density1Insurance penetration2 (%)Ratio of insurance coverage3 (%)Ratio of prevalence4 (%)Average coverage amount
New contractsContracts in force
200239,4878.54143.70256.77554,700791,100
200350,10610.59158.87274.50555,200760,400
200457,67111.51166.21281.12786,300777,000
200564,02112.42176.13294.22700,400781,000
200668,35312.77184.01299.68803,600792,500
200781,67514.52196.03313.25989,700821,300
200883,29415.20203.27331.23670,900809,700
200986,79016.08204.84339.67678,500813,000
201099,85517.07210.70316.31645,000797,000
201194,64716.08215.84324.10637,500792,400
Table 11:

The growth of asset size of life insurance industry in Taiwan

YearTotal assets of financial institutions in TaiwanTotal assets of life insurers in Taiwan
NT$ million (1)Growth rate (%)NT$ million (2)Growth rate (%)Asset ratio (2)/(1) (%)
200227,176,0043.73,498,40223.612.87
200329,875,3879.94,576,26330.815.32
200432,531,2848.95,450,67319.116.76
200536,024,61410.76,485,40519.018.00
200638,425,8216.77,756,51119.620.19
200739,629,7013.18,746,48712.822.07
200842,218,8326.59,169,4494.821.72
200944,950,9076.510,782,43917.623.99
201047,259,8825.112,123,70112.425.65
201150,452,9026.813,051,6767.725.87

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  1. 1

    The results of t-test and Wilcoxon test can be requested from the authors.

  2. 2

    The results of t-test, Wilcoxon test, and Pearson correlation can be requested from the authors.

  3. 3

    The results of t-test, Wilcoxon test, and Pearson correlation can be requested from the authors.

Published Online: 2014-5-7
Published in Print: 2014-7-1

©2014 by Walter de Gruyter Berlin / Boston

Heruntergeladen am 18.9.2025 von https://www.degruyterbrill.com/document/doi/10.1515/apjri-2013-0020/html
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