Analysis Of Factors Affecting The Insurance Customer Loyalty

With the changed of economic development, customers’standard of choosing goods also changed. At first, the customer choose goods which is good or bad as the standards of evaluation, based on this standard, the client will choose cheaper price and good quality goods. After along with economic development, enterprise begin to brand promotion and pay attention to set up the enterprise image in marketing, therefore, clients also begin to pay close attention to the brand when they purchase goods from the enterprise, how corporate image the product is, whether the product using is convenient, according to that choose standard change into like it or not. Before now, except considering the goods is good or bad, like or dislike, customers pay more attention to whether purchase the commodity itself can bring consumers themselves emotional and psychological aspects of content, and the customer begin to pursue the satisfaction that get from the purchase and consumption process, further changing the choice of goods standard into satisfied or unsatisfied.Similarly, when choosing insurance goods, customers also experienced such a standard shift. Insurance market increasingly fierce competition, the customer to choose insurance is no longer basing on a pure value itself that the use value of goods, but the demand of pursuing the satisfaction is higher and higher. Customer satisfaction represents the enterprise won the "passport" to enter the market. But the insurance of goods and services become more and more homogeneity, the customer also can get the same goods and services in other insurance company. As a result, satisfaction for insurance product is high, but loyalty is low. The sublimation of the customer satisfaction is customer loyalty, high loyalty customers will form a loyalty to the company’s products and the high frequency of purchasing behavior. To make customers loyal to their goods and influence others to buy, the insurance company also need to manage customer loyalty. That is to say, for insurance companies not only have to develop new customers and maintain old customers, but also to develop more old customers to loyal customers as far as possible. Loyal customers will be highly agree with the company’s corporate culture, consciously with the acquisition of insurance company and after-sales service, and obligation to take on the role of corporate brand advocate, be zero cost for the company to absorb more high quality new customers. Thus, improve customer loyalty has significance important for insurance companies.This article first reviewed on the basis of customer loyalty theory. Based on this, sums up the insurance company’s customer loyalty influenced by six factors. Aiming at these factors put forward the hypothesis, design the questionnaire, through the form of questionnaire survey, extract of different subjects, collect survey data, and carry on the analysis of survey data. According to the analysis results, thus put forward about the effective way to improve customer loyalty of an insurance company, to promote the insurance company to implement more effective customer relationship management (CRM) system.