论文部分内容阅读
信任是保险公司和顾客建立长期关系的关键因素,由于保险服务的特殊性,信任将显著地影响保险公司与顾客之间的关系质量。影响信任的前因主要包括服务提供者的专业水平、产品的绩效、公司的信誉、满意和共同的价值观。保险公司应通过树立良好的企业形象、开展保险产品的自主创新、提高保险服务的质量、完善人才培养与激励机制和加强与消费者的沟通,来提高信任度,从而维持高顾客忠诚度。
Trust is a key factor in establishing a long-term relationship between insurance companies and customers. Due to the particularity of insurance services, trust will significantly affect the quality of the relationship between insurance companies and customers. The causes of trust mainly include the professional level of service providers, the performance of the products, the company’s reputation, satisfaction and common values. Insurance companies should enhance their loyalty by establishing a good corporate image, innovating their own products, improving the quality of insurance services, improving their training and incentive mechanisms, and enhancing their communication with consumers.