T寿险公司客户忠诚度提升策略研究

发布时间：2018-04-14 01:17

本文选题：客户忠诚 + 客户满意　；参考：《东华大学》2017年硕士论文

【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。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。
[Abstract]:With the rapid development of market economy in China, many customers are not only demanding more and more strict products, but also paying more and more attention to the service quality of enterprises, and the competition among enterprises is becoming more and more fierce.Many enterprises begin to realize that customers are the basis of their survival, and are also the soil and resources for their development. Many enterprises have formulated the long-term strategic goal of improving customer loyalty and customer satisfaction.In this context, modern enterprises are gradually changing from the original price competition to non-price, that is, service level competition.This is the change of marketing concept from "product value-oriented" to "service value-oriented".As a result of the fierce competition in the market, the homogeneity of quality and function of many products is becoming more and more serious.Especially for the life insurance industry, once an enterprise introduces some kind of insurance hot sales, it will be imitated by peers.The result of homogenization of this product is that the product itself is no longer the first element of customer selection, but more attention to the purchase of products after a series of value-added services or psychological satisfaction.Firstly, this paper briefly introduces the background and significance of the research, and systematizes the research content of customer loyalty both at home and abroad, and briefly introduces the theory of customer loyalty.Secondly, it analyzes the basic situation of T life insurance company, and focuses on its individual customers, including the individual insurance customers who are sold through agents and the bank insurance customers who are sold through bank channels, because the group customers are mainly enterprises and institutions.There are many factors affecting loyalty and the measurement is different.Then, the paper makes a questionnaire survey and analysis on the loyalty of T life insurance company's individual customers, and puts forward the corresponding improvement countermeasures in the light of the research results.Finally, the conclusion of this study is summarized, and the deficiencies of the research are put forward.Life insurance is a long-term business, so customer loyalty is particularly important.The extent to which customers can meet their requirements and improve customer loyalty can be used as a measure of their performance.A stable customer base and repeated purchases will also become the expectation of the future development prospects of the life insurance industry. If the life insurance company wants to rank first, it should attach importance to customer relationship management. On the one hand, it should make use of the network to launch attractive insurance products.Obtain a large number of customers; on the other hand, actively use WeChat app and other network tools to provide customer service, enhance customer interaction, enhance customer viscosity, obtain loyal customers, practice insurance to make life better.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.3

【参考文献】