影响马里保险业客户忠诚度的因素
发布时间：2021-06-06 22:52
随着商业市场中保险公司数量的增加,管理者需要制定正确的战略来吸引与留住他们的客户。随着客户的要求越来越高,这一挑战变得越来越重要。他们知识渊博,受过更多教育,他们正在寻找更加个性化的服务来满足他们的需求并超出他们的期望。本研究通过探索信任变量在满意度-忠诚度之间的中介效应及其在承诺度与忠诚度之间关系中的调节作用之间的关系中寻求并发现在马里的保险业中关系营销（满意度,信任度和承诺度）对客户忠诚度的影响。这将有助于保险公司营销人员制定更好的未来战略,以提高保险业的客户忠诚度。选择的数据收集方法是自填问卷调查。总共选择了 407份问卷。通过使用分层多元回归（HMR）分析和皮尔逊相关分析,测试了变量之间的假设和线性关系。对结果的分析证实,所研究的关系营销组成部分与马里保险客户的客户忠诚度之间存在显著关系。结果表明,变量满意度和承诺度对客户忠诚度具有显著的正向影响。此外,我们发现信任在满意度与忠诚度之间的中介效应及其对保险公司的关系承诺和客户忠诚度关系的负面调节作用。本研究中调查的关系值得进一步研究。由于所分析的数据是从一个国家的服务部门的一个组成部分收集的,并且只使用了一些关系营销的基础,因此...
【文章来源】：首都经济贸易大学北京市
【文章页数】：227 页
【学位级别】：博士
【文章目录】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
1 CHAPTER 1: INTRODUCTION
1.1 Background of study
1.1.1 The market environment of the insurance sector in Mali
1.2 Statement of problems
1.3 Objectives and research questions
1.4 Importance of the study
1.5 Summary of the Study
1.6 Conclusion
2 CHAPTER 2: LITERATURE REVIEW: MARKETING SERVICES,RELATIONSHIPMARKETING AND LOYALTY
2.1 Service and servuction
2.1.1 What is the service?
2.1.2 The concept of servuction
2.2 Specificities of service marketing
2.2.1 Intangibility
2.2.2 Indivisibility (or inseparability)
2.2.3 Variability (or heterogeneity)
2.2.4 Perishability
2.2.5 Specificities of marketing in insurance
2.3 Concept of loyalty
2.3.1 Definition
2.3.1.1 Behavioral approach of loyalty
2.3.1.2 Attitudinal approach of loyalty
2.3.2 Loyalty in service
2.3.2.1 The concept of service loyalty
2.3.2.2 The approach of switching barriers
2.3.3 Tools and techniques of loyalty
2.3.3.1 Listening to the customer
2.3.3.2 Claims management
2.4 Relationship Marketing
2.4.1 From the concept "relation"
2.4.2 The definition of relationship marketing
2.4.3 The components associated with relationship marketing
2.4.4 The continuum: from transactional to relational
2.5 Review of past empirical study
2.5.1 Relationship between satisfaction and customer loyalty
2.5.2 Relationship between trust and customer loyalty
2.5.3 Relationship between commitment and customer loyalty
2.6 Conclusion
3 CHAPTER 3: THEORITICAL MODEL AND RESEARCH HYPOTHESES
3.1 Research hypotheses
3.1.1 The direct customer satisfaction effect on customer loyalty
3.1.2 The direct customer commitment effect on customer loyalty
3.1.3 The mediating role of customer trust
3.1.4 The moderating role of customer trust
3.2 Theoretical framework
3.3 Theories related to the relationship
3.3.1 Self-determination theory (SDT)
3.3.2 Social exchange theory
3.4 Conclusion
4 CHAPTER 4: RESEARCH METHODOLOGY
4.1 The choice of variables
4.1.1 Satisfaction
4.1.1.1 Cognitive satisfaction
4.1.1.2 Affective satisfaction
4.1.1.3 Satisfaction is a two-dimensional construct
4.1.1.4 Transactional Satisfaction and Relational Satisfaction
4.1.2 Trust
4.1.2.1 Trust, the cause of a favorable exchange
4.1.2.2 Trust, source of credibility
4.1.2.3 Trust, source of integrity
4.1.2.4 Trust, source of benevolence
4.1.3 Commitment
4.2 Methodology of the quantitative study
4.2.1 Research design
4.2.2 Sampling process
4.2.2.1 Definition of the population
4.2.2.2 Determination of the sample size
4.2.2.3 Sampling method
4.2.3 Data collection method
4.3 Operationalization and measurement of study variables
4.3.1 Variables
4.3.2 Control variables
4.4 Data analysis technique
4.4.1 Descriptive analysis
4.4.2 Validation of the quality of measuring instruments
4.4.3 Analysis of causal links
4.5 Conclusion
5 CHAPTER 5: DATA ANALYSIS
5.1 Descriptive analysis
5.2 Measurement scale
5.2.1 Exploratory factor analysis
5.2.2 Discriminant validity
5.3 Causality analysis
5.3.1 Normality test analysis
5.3.2 Correlation analysis
5.3.3 Regression analysis
5.4 Conclusion
6 CHAPTER 6: DISCUSSIONS, IMPLICATIONS AND CONCLUSION
6.1 Discussion on major results
6.1.1 The influence of customer satisfaction on customer loyalty
6.1.2 The influence of customer commitment on customer loyalty
6.1.3 The mediating influence of customer trust on the relationship of customersatisfaction and customer loyalty
6.1.4 The moderating influence of customer trust on the relationship of customercommitment and customer loyalty
6.2 Implications of the study
6.3 Limitations and recommendations for future researches
6.3.1 Limitations
6.3.2 Recommendations for future researches
6.4 Conclusion
7 References
8 DEDICATION
9 ACKNOWLEDGEMENTS
10 Appendix
10.1 Appendix A: Survey questionnaire
10.2 Appendix B: KMO and Bartlett's Test
10.3 Appendix C: Total Variance Explained
10.4 Appendix D: Test of Normality
10.5 Appendix E: Model Summary and ANOVA
11 Research Outcomes
本文编号：3215302
【文章来源】：首都经济贸易大学北京市
【文章页数】：227 页
【学位级别】：博士
【文章目录】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
1 CHAPTER 1: INTRODUCTION
1.1 Background of study
1.1.1 The market environment of the insurance sector in Mali
1.2 Statement of problems
1.3 Objectives and research questions
1.4 Importance of the study
1.5 Summary of the Study
1.6 Conclusion
2 CHAPTER 2: LITERATURE REVIEW: MARKETING SERVICES,RELATIONSHIPMARKETING AND LOYALTY
2.1 Service and servuction
2.1.1 What is the service?
2.1.2 The concept of servuction
2.2 Specificities of service marketing
2.2.1 Intangibility
2.2.2 Indivisibility (or inseparability)
2.2.3 Variability (or heterogeneity)
2.2.4 Perishability
2.2.5 Specificities of marketing in insurance
2.3 Concept of loyalty
2.3.1 Definition
2.3.1.1 Behavioral approach of loyalty
2.3.1.2 Attitudinal approach of loyalty
2.3.2 Loyalty in service
2.3.2.1 The concept of service loyalty
2.3.2.2 The approach of switching barriers
2.3.3 Tools and techniques of loyalty
2.3.3.1 Listening to the customer
2.3.3.2 Claims management
2.4 Relationship Marketing
2.4.1 From the concept "relation"
2.4.2 The definition of relationship marketing
2.4.3 The components associated with relationship marketing
2.4.4 The continuum: from transactional to relational
2.5 Review of past empirical study
2.5.1 Relationship between satisfaction and customer loyalty
2.5.2 Relationship between trust and customer loyalty
2.5.3 Relationship between commitment and customer loyalty
2.6 Conclusion
3 CHAPTER 3: THEORITICAL MODEL AND RESEARCH HYPOTHESES
3.1 Research hypotheses
3.1.1 The direct customer satisfaction effect on customer loyalty
3.1.2 The direct customer commitment effect on customer loyalty
3.1.3 The mediating role of customer trust
3.1.4 The moderating role of customer trust
3.2 Theoretical framework
3.3 Theories related to the relationship
3.3.1 Self-determination theory (SDT)
3.3.2 Social exchange theory
3.4 Conclusion
4 CHAPTER 4: RESEARCH METHODOLOGY
4.1 The choice of variables
4.1.1 Satisfaction
4.1.1.1 Cognitive satisfaction
4.1.1.2 Affective satisfaction
4.1.1.3 Satisfaction is a two-dimensional construct
4.1.1.4 Transactional Satisfaction and Relational Satisfaction
4.1.2 Trust
4.1.2.1 Trust, the cause of a favorable exchange
4.1.2.2 Trust, source of credibility
4.1.2.3 Trust, source of integrity
4.1.2.4 Trust, source of benevolence
4.1.3 Commitment
4.2 Methodology of the quantitative study
4.2.1 Research design
4.2.2 Sampling process
4.2.2.1 Definition of the population
4.2.2.2 Determination of the sample size
4.2.2.3 Sampling method
4.2.3 Data collection method
4.3 Operationalization and measurement of study variables
4.3.1 Variables
4.3.2 Control variables
4.4 Data analysis technique
4.4.1 Descriptive analysis
4.4.2 Validation of the quality of measuring instruments
4.4.3 Analysis of causal links
4.5 Conclusion
5 CHAPTER 5: DATA ANALYSIS
5.1 Descriptive analysis
5.2 Measurement scale
5.2.1 Exploratory factor analysis
5.2.2 Discriminant validity
5.3 Causality analysis
5.3.1 Normality test analysis
5.3.2 Correlation analysis
5.3.3 Regression analysis
5.4 Conclusion
6 CHAPTER 6: DISCUSSIONS, IMPLICATIONS AND CONCLUSION
6.1 Discussion on major results
6.1.1 The influence of customer satisfaction on customer loyalty
6.1.2 The influence of customer commitment on customer loyalty
6.1.3 The mediating influence of customer trust on the relationship of customersatisfaction and customer loyalty
6.1.4 The moderating influence of customer trust on the relationship of customercommitment and customer loyalty
6.2 Implications of the study
6.3 Limitations and recommendations for future researches
6.3.1 Limitations
6.3.2 Recommendations for future researches
6.4 Conclusion
7 References
8 DEDICATION
9 ACKNOWLEDGEMENTS
10 Appendix
10.1 Appendix A: Survey questionnaire
10.2 Appendix B: KMO and Bartlett's Test
10.3 Appendix C: Total Variance Explained
10.4 Appendix D: Test of Normality
10.5 Appendix E: Model Summary and ANOVA
11 Research Outcomes
本文编号：3215302
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