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MBA硕士论文_T寿险公司客户忠诚度提升策略研究DOC

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文本描述
摘要
I
T 寿险公司客户忠诚度提升策略研究
摘要
伴随我国市场经济的飞速发展,许多客户不仅对于企业产品要
求日趋严格,对于企业的服务质量也越来越重视,企业间的竞争也
日趋激烈。不少企业开始意识到客户才是其赖以生存的基础,也是
其发展的土壤和资源,纷纷把提升客户忠诚度和客户满意度制定为
企业的长期战略目标。在这种时代背景下,现代的企业正在逐渐从
原来的价格方面的竞争转化为非价格,即服务层面的竞争,这就是
以“产品价值为导向”转化为“以服务价值为导向”的营销观念变
化。由于市场激烈竞争的结果,使得许多产品的质量功能同质化现
象越来越严重。特别是对寿险行业而言,一旦某企业推出某种保险
热销,便马上会受到同行的模仿。这种产品同质化的结果导致产品
本身不再是客户挑选的第一要素,而是更重视购买产品之后享受一
系列的增值服务或心理满足感

本文首先对论文的选题背景以及研究意义做了简单介绍,并对
国内外有关客户忠诚度的研究内容系统化梳理;简单介绍了客户忠
诚度相关理论。其次对 T 寿险公司的基本情况展开分析,重点研究
其个人客户,包括通过代理人销售的个险客户和是通过银行渠道去
销售的银保客户,因团体客户主要是企事业单位,忠诚度影响因素
较多,测量有所不同,不在此进行研究。接着对 T 寿险公司个人客
户的忠诚度进行了问卷调查及分析,并针对研究结果提出相应改进
对策。最后对本研究的结论进行总结,提出了研究不足之处。摘要
II
寿险行业是需要长期经营的,所以对其而言客户忠诚度尤为重
要。能够在多大程度上满足客户要求,提高客户忠诚度,可以作为
其经营情况的一种评测指数。稳定的客户群,多次的重复购买,也
将成为寿险行业未来发展前景的预期。T 寿险公司若要排名前列,
应该重视客户关系管理,一方面利用网络推出吸引眼球的保险产品,
获取大量客户;另一方面积极利用微信、APP 等网络工具提供客户
服务,增进客户互动,提升客户粘性,获取忠诚客户,践行保险让
生活更美好

关键词:客户忠诚 客户满意 寿险 服务ABSTRACT
III
T LIFE INSURANCE COMPANY CUSTOMER
LOYALTY PROMOTION STRATEGY RESEARCH
ABSTRACT
Along with the rapid development of market economy in China, many customers
increasingly strict requirements for enterprise products, not only for enterprise quality of service
is becoming more and more attention, the competition between enterprises are increasingly
fierce.Many companies began to realize that the customer is the base of its survival, as well as the
development of soil and resources, to improve customer loyalty and customer satisfaction for
long-term strategic objectives for the enterprise.In this era background, the modern enterprise is
gradually from the original price into non-price competition, the service level of competition, that
is to product value oriented into service value oriented the marketing concept of change.As a
result of market competition, many function of the quality of the product
homogeneityphenomenon more and more serious.Especially for life insurance industry, once a
company launch some kind of insurance, then immediately by imitation.This kind of product
homogeneity results lead to the element of the product itself which is no longer a customer first
choose, but pay more attention to buy the product after enjoy a series of value-added services or
fulfillment.
First of all, this paper simply introduced the selected topic background and research
significance,and the systematic carding domestic and foreign research related to customer
loyalty content; And it simply introduced the related theory of customer loyalty.Secondly
analyzes the basic situation of the life insurance companies and the T, focuses on its individual
customers, including through agent sales and the way to pass a bank customer and channel to sell
customers,cause the group customers are mainly from enterprises and institutions, too much
more about loyalty factors, measurement is different which not in this study.Then, the author
makes a questionnaire survey and analysis on the loyalty of the life insurance company, and puts
forward the corresponding countermeasures.Finally, the conclusions of this study are summarized
and the deficiencies of the research are put forward.
Life insurance industry need to run for a long time, so customer loyalty is particularlyABSTRACT
IV
important. To what extent meet customer requirements and improve customer loyalty, can be
used as the operating condition of a kind of evaluation index.A stable customer base and many
times repeat purchase behavior, also will become the life insurance industry for the future
development prospect forecast.If the life insurance companies would like to be the top, they
should pay attention to customer relationship management.On the one hand, using network
launched eye-catching insurance products, access to a large number of customers; On the other
hand, actively use network tools such as WeChat, APP to provide customer service, improve
customer interaction, improve customer stickiness, gain loyal customers, that can make a better
life by insurance.
Supervised by WuJiong
Keywords: The customer loyalty;Customer satisfaction;Life insurance;Service目录
V
目录
摘要.......I
ABSTRACT... III
第一章 绪论....1
1.1 研究背景 1
1.2 研究目的和意义 2
1.2.1 研究目的..... 2
1.2.2 研究意义..... 2
1.3 研究方法和研究内容.... 3
1.3.1 研究思路..... 3
1.3.2 研究方法..... 5
1.3.3 研究内容..... 5
第二章 文献综述........7
2.1 客户忠诚度概念界定.... 7
2.2 客户忠诚度研究的发展沿革.... 8
2.3 客户忠诚度影响因素.... 9
2.4 客户忠诚和客户满意的关系.. 10
第三章 T 寿险公司及客户管理现状 ..........12
3.1T 寿险公司发展情况概述 ....... 12
3.1.1 寿险行业现状...... 12
3.1.2 T 寿险公司发展历程 ....... 12
3.1.3 T 寿险公司组织架构及战略体系 ........... 15
3.2T 寿险公司客户状况分析 ....... 16
3.2.1 客户关系管理概述........... 16
3.2.2 客户状况分析....... 17
3.2.3 T 寿险公司客户忠诚度现状 ....... 20目录
VI
3.3T 寿险公司现阶段客户服务存在的问题 ....... 21
3.3.1 客户投诉处理效率过慢... 21
3.3.2 产品和服务同质化现象严重....... 22
3.3.3 客户信息不准确... 22
3.3.4 客户缺乏对公司信息的了解渠道........... 23
3.3.5 客户管理系统落后........... 24
第四章 T 寿
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