Study On The Influence Factors Of Customer Loyalty In China's Life Insurance Industry

During the three decades of reform and opening up,China's life insurance industry has experienced rapid development,the management system has been established and the development mode has been improved.Foreign life insurance companies are opening up,the size of the industry is expanding rapidly,and the local life insurance agents face greater challenges.Insurance industry,as one of the three pillars of finance,has an opportunity and an unprecedented obstacle in development.It is well known that life insurance customer loyalty is a key factor in the healthy development of the industry.In the credit society,the life insurance industry relies more on good credit relationship basis.Therefore,we can think that the top priority of the development of the life insurance industry is to improve the loyalty of life insurance customers.This paper life insurance company in jinan area the influence factors of customer loyalty as research object,in the first chapter and second chapter to the marketing theory as the foothold,systematically combed the related research present situation,discussed the life insurance company,the necessity of improving customer loyalty.Then,the article analyzes the relationship between service quality,consumption satisfaction and customer loyalty of life insurance company in chapter 3.In the fourth chapter,the paper USES the first-hand data collected from the questionnaire,constructs the structural equation model,carries on the quantitative evaluation and the reliability analysis to the relation model of the three.The results show that the model has better fitting effect on data and the service quality of life insurance company is influencing customer loyalty.At the same time,consumer satisfaction is also significantly affecting customer loyalty.According to further analysis,"responsiveness" has the most impact on the quality of insurance company's service quality,while the dominant and tangible factors have the greatest impact on consumption satisfaction.Based on this,in chapter 5,the author suggests that insurance companies should grasp the actual demands of customers,improve service quality and strengthen customer loyalty.At the same time,we should pay attention to detail,strengthen customer experience,increase customer satisfaction,and thus enhance customer loyalty and build long-term customer relationship.