The Study Of Customer Loyalty In China Insurance

This dissertation introduces the conception of customer loyalty from a marketing viewpoint. The dissertation reviews and combs the research of western scholars in this area, dissertates the c significance of customer loyalty for a company; analyses the affiliation and difference s between customer loyalty and customer satisfaction, market occupancy rate; introduces the theories of customer release value to make a quantitive evaluation of customer loyalty; brings forward certain indicators and methods to evaluate customer loyalty. This dissertation also gives a case analysis of an insurer; investigates and evaluates the customer loyalty of insurance in China; advises them material strategies and methods. This text is divided into five chapters. The first chapter illustrates the basal idea and investigates actuality of customer loyalty; explains the significance of customer loyalty for enterprises and customers, managing the whole dissertation totally. The second chapter introduces the definitions, types, traits, and hypostasis of customer loyalty; analyses the affiliation and differences between customer loyalty and customer satisfaction, market occupancy rate. The third chapter analyses different factors that may affect customer loyalty. This chapter is the theoretic basis of the quantitive measure of customer loyalty in the following chapter. The fourth chapter investigates the methods of analyzing quantity and electing indicators of customer loyalty from the delivered value point of view. A case analysis of car insurance is given in this chapter. The fifth chapter aims at the particularity of insurance, gives several advices and remedial strategies of CL(customer loyalty) management; discusses using different manage, service strategies logically to develop customer loyalty.