隨著商業(yè)市場中保險公司數(shù)量的增加,管理者需要制定正確的戰(zhàn)略來吸引與留住他們的客戶。隨著客戶的要求越來越高,這一挑戰(zhàn)變得越來越重要。他們知識淵博,受過更多教育,他們正在尋找更加個性化的服務(wù)來滿足他們的需求并超出他們的期望。本研究通過探索信任變量在滿意度-忠誠度之間的中介效應(yīng)及其在承諾度與忠誠度之間關(guān)系中的調(diào)節(jié)作用之間的關(guān)系中尋求并發(fā)現(xiàn)在馬里的保險業(yè)中關(guān)系營銷（滿意度,信任度和承諾度）對客戶忠誠度的影響。這將有助于保險公司營銷人員制定更好的未來戰(zhàn)略,以提高保險業(yè)的客戶忠誠度。選擇的數(shù)據(jù)收集方法是自填問卷調(diào)查�？偣策x擇了 407份問卷。通過使用分層多元回歸（HMR）分析和皮爾遜相關(guān)分析,測試了變量之間的假設(shè)和線性關(guān)系。對結(jié)果的分析證實(shí),所研究的關(guān)系營銷組成部分與馬里保險客戶的客戶忠誠度之間存在顯著關(guān)系。結(jié)果表明,變量滿意度和承諾度對客戶忠誠度具有顯著的正向影響。此外,我們發(fā)現(xiàn)信任在滿意度與忠誠度之間的中介效應(yīng)及其對保險公司的關(guān)系承諾和客戶忠誠度關(guān)系的負(fù)面調(diào)節(jié)作用。本研究中調(diào)查的關(guān)系值得進(jìn)一步研究。由于所分析的數(shù)據(jù)是從一個國家的服務(wù)部門的一個組成部分收集的,并且只使用了一些關(guān)系營銷的基礎(chǔ),因此... 

【文章來源】：首都經(jīng)濟(jì)貿(mào)易大學(xué)北京市

【文章頁數(shù)】：227 頁

【學(xué)位級別】：博士

【文章目錄】：
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



本文編號：3215302