The Determinants of Corporate Image for Life Insurers in Taiwan

Chen Tsai-Jyh () and Wan Annie
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Chen Tsai-Jyh: Department of Risk Management and Insurance, National Chengchi University, 64 Chinan Road 2nd Section, Taipei 11605, Taiwan
Wan Annie: Cathay Life Insurance Co., Ltd., Taipei, Taiwan

Asia-Pacific Journal of Risk and Insurance, 2014, vol. 8, issue 2, 205-228

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.

Keywords: life insurance; corporate image; performance indicators; management quality (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1515/apjri-2013-0020

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