Research On Influencing Factors And Promotion Strategies Of New Generation Employee Loyalty In Henan Branch Of D Insurance Company

With the rapid development of China’s economy and the continuous improvement of national income,coupled with the double blow caused by the novel coronavirus pneumonia epidemic on each family’s spirit and economy,people have a deeper understanding of insurance and pay more attention to it.The insurance industry will usher in rapid development,thus increasing the demand for professional insurance employees.In recent years,the new generation of employees has gradually stepped up to a higher position and become the "backbone of the workplace".However,the loyalty of the new generation of employees is contrary to its importance,which makes the enterprise have to face the challenge brought by the high dimission rate.Therefore,the research on the loyalty of the new generation of employees is particularly urgent.This paper adopts the methods of literature research,questionnaire,interview survey and data analysis to study the new generation of employees in Henan Branch of D Insurance Company.Firstly,with the help of the existing research results at home and abroad,the literature review on the theories of employee loyalty and the new generation of employees was conducted.Against the background of the above theoretical basis,the maturity scale was applied to investigate the current situation of the new generation of employees’ loyalty in Henan Branch of D Insurance Company by means of questionnaire survey,and the three dimensions of emotional loyalty,normative loyalty and continuous loyalty were respectively measured.The analysis shows three main problems: low corporate identity and sense of belonging,weak job responsibility and high turnover rate of employees.Secondly,based on questionnaire survey and interview,the main factors affecting the loyalty of new generation employees are explored.Meanwhile,SPSS software is used to analyze the survey results and it is found that salary and welfare,career development,training system and corporate culture are the main factors affecting the loyalty of new generation employees in Henan Branch of D Insurance Company.Finally,for emotional loyalty,normative loyalty,continuous loyalty three aspects,respectively from the work level,personal level,organizational level,enterprise level of the corresponding optimization suggestions.