本文通过最近三年的青岛C保险公司的数据分析和对市场客户的访谈,提
出客户续保率作为保险公司顾客忠诚度的衡量指标,对影响青岛C保险公司的
顾客忠诚度影响因素进行研究,找出青岛C保险公司顾客忠诚度影响因素的内
部规律。在本文研究中选定顾客满意度、服务质量、顾客转换成本、企业形象作
为影响青岛C保险公司顾客忠诚度的主要因素,建立了青岛C保险公司的顾客
忠诚度影响因素模型,运用文献研究法、访谈法、调查法、实证分析等对顾客忠
诚度影响模型进行研究。研究发现,顾客满意度、服务质量、顾客转换成本、企
业形象对青岛C保险公司的顾客忠诚度都有着正向相关的直接影响。对顾客忠
诚度影响最优的是顾客满意度,其次是服务质量,第三位的是企业形象,最后是
顾客转换成本。
本文釆取文献研究法、访谈法、调查法、实证分析等前人研究顾客忠诚度的
研究方法,对中小保险公司行业进行顾客忠诚度研究。本文的研究对中小保险公
司将有一定的现实意义,将有助于改善以青岛C保险公司为代表的中小保险公
司的顾客忠诚度。
关键词:保险公司客户续保率顾客忠诚度
ABSTRACT
Continued prosperity of China&39;s accession to the WTO, the insurance market, the
insurance company main property of the class of 2011 in mainland China has reached
59,the subject of insurance is highly competitive,the insurance market is completely
customer-centric market. Qingdao municipal property insurance insurance companies
reached 29 in the end of 2011, PICC Qingdao insurance market, Ping, Pacific occupy
half of the insurance market in Qingdao,called three people, other insurance
companies market share less than 5% of the basic,general called the small and
medium-sized insurance companies, small and medium-sized insurance companies
are encountered loyalty lower, the internal performance of the insurance company
customer renewal rate indicator is not high,the external manifestations of small and
medium-sized insurance company concerns for customers in the choice of the insured
heavy. Qingdao C insurance company is a typical representative of the small and
medium-sized insurance companies, basic Qingdao C insurance company auto
insurance customer renewal rate hovering around 25%,customer loyalty is relatively
low.
This article by C insurance company in the 】ast three years, Qingdao data
analysis and interviews with market customers,the innovative customer renewal rates
as the insurance company customer loyalty metrics,influencing factors affecting
Qingdao C insurance company&39;s customer loyalty research to identify factors internal
laws affect Qingdao C insurance company loyalty. C insurance company in Qingdao
customer loyalty model of influencing factors,the use of documentary research as the
main factors affecting Qingdao C insurance company loyalty,customer satisfaction,
service quality, switching costs,corporate image selected in this study, The survey,
accessing,data analysis,empirical research on customer loyalty impact models. The
study found, are positively related to customer satisfaction,quality of service,
switching costs,the corporate image of the sample companies customer loyalty
directly affect the order of impact on customer loyalty is customer satisfaction,
service quality, switching costs and corporate image.
The paper adopts the research methods of the previous studies of the literature
review,accessing,survey,data analysis customer loyalty and customer loyalty, research
industry of small and medium-sized insurance companies customer loyalty, research
for small and medium-sized insurance companies. This study will contribute to to
improve Qingdao C insurance companies represented by small and medium-sized
insurance companies, customer loyalty, improve operations.
Key words: The Insurance Company; Customer Renewal; Customer Loyalty
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