青島C保險公司顧客忠誠度影響因素研究
發(fā)布時間：2018-10-21 07:33
【摘要】：中國加入WTO后,保險市場持續(xù)繁榮,2011年中國大陸財產類保險公司主體已經達到59家,保險主體之間競爭非常激烈,保險市場徹底轉變?yōu)橐灶櫩蜑橹行牡氖袌觥?011年年底青島市轄內財產險保險公司達到29家,人保、平安、太平洋占據青島保險市場的半壁江山,被稱為三大家,其余保險公司市場份額基本小于5%,一般稱為中小保險公司,中小保險公司相似的是都不同程度的遇到顧客忠誠度較低問題,內在表現為保險公司客戶續(xù)保率指標不高,外在表現為客戶在選擇投保中小保險公司顧慮重重。青島C保險公司就是中小保險公司的一個典型的代表,青島C保險公司車險客戶續(xù)保率基本在25%以內,顧客忠誠度比較低。 本文通過最近三年的青島C保險公司的數據分析和對市場客戶的訪談,提出客戶續(xù)保率作為保險公司顧客忠誠度的衡量指標,對影響青島C保險公司的顧客忠誠度影響因素進行研究,找出青島C保險公司顧客忠誠度影響因素的內部規(guī)律。在本文研究中選定顧客滿意度、服務質量、顧客轉換成本、企業(yè)形象作為影響青島C保險公司顧客忠誠度的主要因素,建立了青島C保險公司的顧客忠誠度影響因素模型,運用文獻研究法、訪談法、調查法、實證分析等對顧客忠誠度影響模型進行研究。研究發(fā)現,顧客滿意度、服務質量、顧客轉換成本、企業(yè)形象對青島C保險公司的顧客忠誠度都有著正向相關的直接影響。對顧客忠誠度影響最優(yōu)的是顧客滿意度,其次是服務質量,第三位的是企業(yè)形象,最后是顧客轉換成本。 本文采取文獻研究法、訪談法、調查法、實證分析等前人研究顧客忠誠度的研究方法,對中小保險公司行業(yè)進行顧客忠誠度研究。本文的研究對中小保險公司將有一定的現實意義,將有助于改善以青島C保險公司為代表的中小保險公司的顧客忠誠度。
[Abstract]:After China's entry into WTO, the insurance market has continued to flourish. In 2011, there were 59 main bodies of property insurance companies in mainland China, and the competition among the insurance agents was very fierce. The insurance market has completely transformed into a customer-centered market. At the end of 2011, there were 29 property insurance companies under the jurisdiction of Qingdao City. PICC, Ping an and Pacific occupy half of the Qingdao insurance market, so they are known as the three major insurance companies. The market share of the other insurance companies is basically less than 5, generally called small and medium-sized insurance companies. Similar to the small and medium-sized insurance companies, they all encounter problems of low customer loyalty to varying degrees, which is inherent in the fact that the insurance company's customer renewal rate index is not high. External performance for customers in the choice of small and medium-sized insurance companies worry. Qingdao C Insurance Company is a typical representative of small and medium-sized insurance companies. The renewal rate of car insurance customers of Qingdao C Insurance Company is less than 25%, and the customer loyalty is relatively low. Based on the data analysis of Qingdao C Insurance Company in the last three years and the interview with market customers, this paper puts forward that the rate of customer renewal is a measure of customer loyalty of insurance companies. The influencing factors of customer loyalty of Qingdao C insurance company are studied, and the internal rules of influencing factors of customer loyalty of Qingdao C insurance company are found out. In this paper, customer satisfaction, service quality, customer conversion cost and corporate image are selected as the main factors that affect customer loyalty of Qingdao C Insurance Company, and the model of influencing factors of customer loyalty of Qingdao C Insurance Company is established. The influence model of customer loyalty is studied by literature research, interview, investigation and empirical analysis. It is found that customer satisfaction, service quality, customer conversion cost and corporate image have positive correlation with customer loyalty of Qingdao C Insurance Company. The best influence on customer loyalty is customer satisfaction, followed by service quality, third is enterprise image, and finally is customer switching cost. In this paper, literature research method, interview method, investigation method, empirical analysis and other previous research methods of customer loyalty, small and medium-sized insurance companies to conduct customer loyalty research. The research in this paper will be of practical significance to the small and medium-sized insurance companies and will help to improve the customer loyalty of the small and medium-sized insurance companies represented by Qingdao C insurance company.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3
本文編號：2284379
[Abstract]:After China's entry into WTO, the insurance market has continued to flourish. In 2011, there were 59 main bodies of property insurance companies in mainland China, and the competition among the insurance agents was very fierce. The insurance market has completely transformed into a customer-centered market. At the end of 2011, there were 29 property insurance companies under the jurisdiction of Qingdao City. PICC, Ping an and Pacific occupy half of the Qingdao insurance market, so they are known as the three major insurance companies. The market share of the other insurance companies is basically less than 5, generally called small and medium-sized insurance companies. Similar to the small and medium-sized insurance companies, they all encounter problems of low customer loyalty to varying degrees, which is inherent in the fact that the insurance company's customer renewal rate index is not high. External performance for customers in the choice of small and medium-sized insurance companies worry. Qingdao C Insurance Company is a typical representative of small and medium-sized insurance companies. The renewal rate of car insurance customers of Qingdao C Insurance Company is less than 25%, and the customer loyalty is relatively low. Based on the data analysis of Qingdao C Insurance Company in the last three years and the interview with market customers, this paper puts forward that the rate of customer renewal is a measure of customer loyalty of insurance companies. The influencing factors of customer loyalty of Qingdao C insurance company are studied, and the internal rules of influencing factors of customer loyalty of Qingdao C insurance company are found out. In this paper, customer satisfaction, service quality, customer conversion cost and corporate image are selected as the main factors that affect customer loyalty of Qingdao C Insurance Company, and the model of influencing factors of customer loyalty of Qingdao C Insurance Company is established. The influence model of customer loyalty is studied by literature research, interview, investigation and empirical analysis. It is found that customer satisfaction, service quality, customer conversion cost and corporate image have positive correlation with customer loyalty of Qingdao C Insurance Company. The best influence on customer loyalty is customer satisfaction, followed by service quality, third is enterprise image, and finally is customer switching cost. In this paper, literature research method, interview method, investigation method, empirical analysis and other previous research methods of customer loyalty, small and medium-sized insurance companies to conduct customer loyalty research. The research in this paper will be of practical significance to the small and medium-sized insurance companies and will help to improve the customer loyalty of the small and medium-sized insurance companies represented by Qingdao C insurance company.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3
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，本文編號：2284379
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