本研究的目的在說明以價值共創之微觀觀點探討保險業務員與顧客關係的建立，利用微觀觀點中的行為者參與加以探究保險業務員是如何維繫客戶關係。因而本研究之研究問題有二，其一，在保險業務保單形成的過程中，參與的行為者如業務員以及機器或應用軟體如何與客戶創價值? 其二、應用¬「創新用途理論」(Jobs to be done)洞察客戶之需求，以及觀察個案中業務員如何應用這些資訊為消費者提供雙方皆滿意的服務。於服務主導邏輯上則利用「服務」的觀點探討保險業務員之行銷方式，探究業績好的業務員是如何經營客戶關係以及發掘潛在客戶，並利用創新用途理論深入說明在保險業每一家保險公司所提供之商品在沒有特別差異之情況下，為什麼要顧客要聘用(hire)特定的保險業務員來進行服務，藉由質性研究方法中的個案研究法，訪談六位優秀業務員並分析思考其經營方式，本研究發現，這些優秀的業務員會將保險產品視為「服務」，將自身所學的知識與能力結合與運用於保險產品之銷售上，而本研究針對保險業務員如何發掘顧客之待完成工作時，業務員會利用日常生活中與顧客的對話與觀察顧客生活中發生的事情來加以判斷顧客所需要之產品，進而做到更精準的商品銷售及提供問題之解決方案。也希望未來也能為保險業務員之人才留用提供實務上之貢獻。

Summary
The purpose of this study on the value to create the microscopic point of view to discuss insurance salesperson and the establishment of the customer relationship, from
micro point of view explores the actors involved in insurance salesperson is how to maintain customer relations and therefore there are two research questions of this study, first, in the process of insurance policy form, involved in the behavior of the person such as salesperson and how machine or application software with the customer creates the value? Second application purpose of innovation theory (the Jobs to be done) insight into the needs of the customers, as well as realize the case in the salesperson how to apply this information for consumers on both sides are satisfied service in service
dominant logic with services of insurance salesperson in the marketing mode, to explore how good salesperson is the performance of business customer relationship and development of their marking ability.

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二、網站部分
中時電子報: 台灣保險滲透度 全球稱霸
https://www.chinatimes.com/newspapers/20180716000256-260202?chdtv
中國人壽官方網站
https://www.chinalife.com.tw/wps/portal/chinalife