隨著保險公司的蓬勃發展，在台灣從事保險業務人員不在少數，但不同公司及不同領導所帶領出來的業務人員的績效都有所差異。本研究綜合過去文獻，推論出不同領導風格及教育方式對於績效有顯著影響及不同下屬面對不同的激勵是否有干擾影響，因此，本研究期待了解不同領導風格及內部行銷下，對績效造成的影響。本研究以台灣保險業為研究樣本，團隊為分析單位進行問卷調查。 本研究樣本對象主要以曾經從事保險業務員為主，並採便利抽樣之調查方式蒐集問卷，共計發出 260 份問卷，回收問卷 257 份，刪除2份答題不完全及未從事保險業務工作後，有效問卷共255份，有效問卷回收率為 99%，研究分析結果顯示：1. 領導風格對內部行銷有正向影響。2. 領導風格對績效有正向影響。3. 內部行銷對績效有正向影響。4. 內部行銷對領導風格與績效有中介效果。5. 激勵對領導風格與績效不具有干擾影響。 With the vigorous development of insurance companies, quite a number of people are engaged in the insurance business in Taiwan, but the performance of business personnel led by different companies and different leaders varies. This study synthesizes past literature and infers that different leadership styles and educational methods have a significant impact on performance, and whether using different motivation on different subordinates conjure a moderating effect on. Therefore, this study looks forward to understanding the impact of different leadership styles and education on performance. This study uses the Taiwan insurance industry as a research sample and the analysis unit for this survey is a team of insurance agents. The sample object of this research is mainly based on insurance salesman including those who are formerly engaged in the insurance business. Using convenient sampling method to collect questionnaires, 260 questionnaires were sent and 257 were recovered. After excluding 2 incomplete questionnaires, only 255 questionnaires were valid. Hence, the recovery rate of valid questionnaires is 99%. After analyzing, this study found that:1. Leadership style has a positive impact on internal marketing.2. Leadership style has a positive impact on performance.3. Internal marketing has a positive impact on performance.4. Internal marketing has a mediating effect between leadership style and performance.5. Motivation has no interference between leadership style and performance.
