發(fā)布時間：2018-04-14 01:17

  本文選題：客戶忠誠 + 客戶滿意��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：伴隨我國市場經(jīng)濟(jì)的飛速發(fā)展,許多客戶不僅對于企業(yè)產(chǎn)品要求日趨嚴(yán)格,對于企業(yè)的服務(wù)質(zhì)量也越來越重視,企業(yè)間的競爭也日趨激烈。不少企業(yè)開始意識到客戶才是其賴以生存的基礎(chǔ),也是其發(fā)展的土壤和資源,紛紛把提升客戶忠誠度和客戶滿意度制定為企業(yè)的長期戰(zhàn)略目標(biāo)。在這種時代背景下,現(xiàn)代的企業(yè)正在逐漸從原來的價格方面的競爭轉(zhuǎn)化為非價格,即服務(wù)層面的競爭,這就是以“產(chǎn)品價值為導(dǎo)向”轉(zhuǎn)化為“以服務(wù)價值為導(dǎo)向”的營銷觀念變化。由于市場激烈競爭的結(jié)果,使得許多產(chǎn)品的質(zhì)量功能同質(zhì)化現(xiàn)象越來越嚴(yán)重。特別是對壽險行業(yè)而言,一旦某企業(yè)推出某種保險熱銷,便馬上會受到同行的模仿。這種產(chǎn)品同質(zhì)化的結(jié)果導(dǎo)致產(chǎn)品本身不再是客戶挑選的第一要素,而是更重視購買產(chǎn)品之后享受一系列的增值服務(wù)或心理滿足感。本文首先對論文的選題背景以及研究意義做了簡單介紹,并對國內(nèi)外有關(guān)客戶忠誠度的研究內(nèi)容系統(tǒng)化梳理;簡單介紹了客戶忠誠度相關(guān)理論。其次對T壽險公司的基本情況展開分析,重點研究其個人客戶,包括通過代理人銷售的個險客戶和是通過銀行渠道去銷售的銀保客戶,因團(tuán)體客戶主要是企事業(yè)單位,忠誠度影響因素較多,測量有所不同,不在此進(jìn)行研究。接著對T壽險公司個人客戶的忠誠度進(jìn)行了問卷調(diào)查及分析,并針對研究結(jié)果提出相應(yīng)改進(jìn)對策。最后對本研究的結(jié)論進(jìn)行總結(jié),提出了研究不足之處。壽險行業(yè)是需要長期經(jīng)營的,所以對其而言客戶忠誠度尤為重要。能夠在多大程度上滿足客戶要求,提高客戶忠誠度,可以作為其經(jīng)營情況的一種評測指數(shù)。穩(wěn)定的客戶群,多次的重復(fù)購買,也將成為壽險行業(yè)未來發(fā)展前景的預(yù)期。T壽險公司若要排名前列,應(yīng)該重視客戶關(guān)系管理,一方面利用網(wǎng)絡(luò)推出吸引眼球的保險產(chǎn)品,獲取大量客戶;另一方面積極利用微信、APP等網(wǎng)絡(luò)工具提供客戶服務(wù),增進(jìn)客戶互動,提升客戶粘性,獲取忠誠客戶,踐行保險讓生活更美好。
[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.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F842.3

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本文編號：1747065