基于大规模定制的保险业顾客保留能力评价体系研究
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摘要
随着现代服务业的快速发展,体验经济时代的到来,服务企业间的竞争日趋激烈,服务企业界普遍认识到顾客保留对企业的生存、发展和获利至关重要。而顾客个性化需求的满足和企业低成本的追求,决定了大规模定制是服务企业最具竞争力的服务模式。保险业作为典型的服务行业,如何利用大规模定制模式来实现顾客的保留,成为理论界和实践界研究的热点。
在这一重大且亟待研究解决的课题中,基于大规模定制的保险业顾客保留能力的评价研究是重要且密切相联的子课题。本文从保险业大规模定制的内涵界定入手,运用理论研究与实证研究相结合、文献阅读与调查访问相结合、定性研究与定量研究相结合的研究方法,分析了保险业大规模定制对顾客保留的驱动效用,探讨了基于大规模定制的保险业顾客保留能力影响因素,构建了评价指标体系,并运用模糊综合评价法对这一指标体系进行了实证研究。
本文首先阐明了研究的目的和意义,比较系统地综述了与本文紧密相关的国内外大规模定制和顾客保留理论研究成果,同时也确立了本研究将会涉及到的研究方法和研究内容;其次,对大规模定制理论、顾客保留理论以及相关评价方法(层次分析法、模糊综合评价法)进行了系统的理论回顾,旨在为论文提供一般性的理论指导;第三,在借鉴以往研究的基础上,针对我国保险客户的特性,本文对保险业大规模定制的内涵进行了界定,并从三个阶段(大规模定制阶段、顾客满意阶段、顾客保留阶段)分析了保险业大规模定制对顾客保留的驱动效用;第四,遵循本文提出的评价指标选取原则,本文从保险产品、顾客参与、服务质量、顾客满意和顾客保留五大层面构建了基于大规模定制的保险业顾客保留能力评价指标体系,并针对指标体系的特点,提出了基于层次分析法的模糊综合评价方法;第五,以中国人寿保险股份有限公司武汉分公司为例,对本文所构建的评价指标体系进行了实证研究,验证了本文所构建指标体系的科学合理性:最后,对本文的研究工作进行了总结,对本评价体系中还存在的不足提出了进一步的改进设想。
With the rapid development of modern service industry, and the experience economy era coming,the competition between the service industry is becoming more intense. In this industy,they recognizing the fact that customer retention is crucial the corporation's survival, developemnet and profit..However,corporations should meet customers' demand for personalized and pursue the low cost,which determine that mass customization is the most competitive service model in this industry.Insurance industry as the typical service industry, how they use the mass customization to achieve customer retention now become the hotspot in theory field and the practice field.
In this important and thrashed out urgently issue, research on evaluation of customer retention ability of the insurance industry based on mass customization is the important and associated closely son-task. This thesis starts with the define of the connotation of insurance industry's mass customization, using research methods like the combination of theoretical research and empirical research, reading literature and the survey, qualitative and quantitative research, analyses the driven avail of mass customization to the customer retention in insurance industry, and discusses the factors of customer retention ability in insurance industry based on mass customization. This thesis constructs the evaluation index system, and uses fuzzy comprehensive demonstrate the index system.
First, this thesis clarify the purpose and significance of this study. Summarize the achievements in theories which are closely related to domestic and international customers for mass customization and customer retention systematically, and establish the research approach and content that will be involved in this study at the same time. Secondly, recall the theories of mass customization and customer retention and the interrelated evaluation methods (analytic hierarchy process, fuzzy comprehensive evaluation methods)systematically, it is conducted to provide general guidance of the theory. Thirdly, on the basis of learning from the past research, directing towards the characteristics of insurance of Chinese, the connotation of the insurance industry for mass customization is defined in this study, and then analysis the effectiveness of drive of mass customization of the insurance industry to the customer retention from the three stages(Mass Customization stage, Customer Satisfaction stage, Stage to retain customers).Fourthly, follow the principle of selecting evaluation in this study, build the evaluation index system of mass customization based on the insurance industry's ability to retain customers from five levels: insurance products, customers participate in, quality of service, customer satisfaction and customer retention. And direct towards the characteristics of the index system, bringing forward the fuzzy comprehensive evaluation method based on AHP.Fifthly, take the China Life Insurance Co., Ltd of Wuhan branch for example , carry out the empirical study to the construction of the evaluation index system of this thesis, verifying the scientific rationality of a system of indicators which are builded in this thesis.Finally,sum up the researches in this thesis. On account of the shortcomings that exist the evaluation system ,bringing up the improve vision ulteriorly.
在这一重大且亟待研究解决的课题中,基于大规模定制的保险业顾客保留能力的评价研究是重要且密切相联的子课题。本文从保险业大规模定制的内涵界定入手,运用理论研究与实证研究相结合、文献阅读与调查访问相结合、定性研究与定量研究相结合的研究方法,分析了保险业大规模定制对顾客保留的驱动效用,探讨了基于大规模定制的保险业顾客保留能力影响因素,构建了评价指标体系,并运用模糊综合评价法对这一指标体系进行了实证研究。
本文首先阐明了研究的目的和意义,比较系统地综述了与本文紧密相关的国内外大规模定制和顾客保留理论研究成果,同时也确立了本研究将会涉及到的研究方法和研究内容;其次,对大规模定制理论、顾客保留理论以及相关评价方法(层次分析法、模糊综合评价法)进行了系统的理论回顾,旨在为论文提供一般性的理论指导;第三,在借鉴以往研究的基础上,针对我国保险客户的特性,本文对保险业大规模定制的内涵进行了界定,并从三个阶段(大规模定制阶段、顾客满意阶段、顾客保留阶段)分析了保险业大规模定制对顾客保留的驱动效用;第四,遵循本文提出的评价指标选取原则,本文从保险产品、顾客参与、服务质量、顾客满意和顾客保留五大层面构建了基于大规模定制的保险业顾客保留能力评价指标体系,并针对指标体系的特点,提出了基于层次分析法的模糊综合评价方法;第五,以中国人寿保险股份有限公司武汉分公司为例,对本文所构建的评价指标体系进行了实证研究,验证了本文所构建指标体系的科学合理性:最后,对本文的研究工作进行了总结,对本评价体系中还存在的不足提出了进一步的改进设想。
With the rapid development of modern service industry, and the experience economy era coming,the competition between the service industry is becoming more intense. In this industy,they recognizing the fact that customer retention is crucial the corporation's survival, developemnet and profit..However,corporations should meet customers' demand for personalized and pursue the low cost,which determine that mass customization is the most competitive service model in this industry.Insurance industry as the typical service industry, how they use the mass customization to achieve customer retention now become the hotspot in theory field and the practice field.
In this important and thrashed out urgently issue, research on evaluation of customer retention ability of the insurance industry based on mass customization is the important and associated closely son-task. This thesis starts with the define of the connotation of insurance industry's mass customization, using research methods like the combination of theoretical research and empirical research, reading literature and the survey, qualitative and quantitative research, analyses the driven avail of mass customization to the customer retention in insurance industry, and discusses the factors of customer retention ability in insurance industry based on mass customization. This thesis constructs the evaluation index system, and uses fuzzy comprehensive demonstrate the index system.
First, this thesis clarify the purpose and significance of this study. Summarize the achievements in theories which are closely related to domestic and international customers for mass customization and customer retention systematically, and establish the research approach and content that will be involved in this study at the same time. Secondly, recall the theories of mass customization and customer retention and the interrelated evaluation methods (analytic hierarchy process, fuzzy comprehensive evaluation methods)systematically, it is conducted to provide general guidance of the theory. Thirdly, on the basis of learning from the past research, directing towards the characteristics of insurance of Chinese, the connotation of the insurance industry for mass customization is defined in this study, and then analysis the effectiveness of drive of mass customization of the insurance industry to the customer retention from the three stages(Mass Customization stage, Customer Satisfaction stage, Stage to retain customers).Fourthly, follow the principle of selecting evaluation in this study, build the evaluation index system of mass customization based on the insurance industry's ability to retain customers from five levels: insurance products, customers participate in, quality of service, customer satisfaction and customer retention. And direct towards the characteristics of the index system, bringing forward the fuzzy comprehensive evaluation method based on AHP.Fifthly, take the China Life Insurance Co., Ltd of Wuhan branch for example , carry out the empirical study to the construction of the evaluation index system of this thesis, verifying the scientific rationality of a system of indicators which are builded in this thesis.Finally,sum up the researches in this thesis. On account of the shortcomings that exist the evaluation system ,bringing up the improve vision ulteriorly.
引文
[1] Anderson E. W., Fornell C. , and Lehmann D. R. Consumer satisfaetion, market share, and profitability:findings from Sweden[J].Journal of Marketing 2000 (59):53-66
[2] Cardozo R.An Experimental Study of Customer Effort,Expectation and Satisfaction[J]. Journal of Marketing Research, 1965,2:244-249
[3] David M . Anderson, B. Joseph Pine Ⅱ. Agile Product Development for Mass Customization[M]. Beijing: Machinery Industry Press, 1999
[4] Hirsch. B. E, Thoben. K. D., Hopeisel. J. Requirements Upon Human Competencies in Globally Distributed Manufacturing[J]. Computers in Industry, 1998, 46(2):49-54
[5] Jones, Thomas O. and Sasser, W. Earl Jr., Why Satisfied Customers Defect[J].Harvard Business Review, 1995, 73(6):88-99
[6] Kolter Phillip.Marketing Management:Analysis Planning and Control[J].Prentice-Hall, 1993: 72-79
[7] Lampel J,Mintzberg H. Customizing customization[J], Slom Management Review,1996, (Fal1):21-30
[8] Oliver R. L. Acognitive model of the antecedents and consequences of satisfaetion decisions[J]. Journal of Marketing Researeh, 1999(17):460-469
[9] Oliver, Richard L., Swan, John E. Postpurchase Communications By Consumers [J]. Journal of Retailing. Greenwich: Winter 1989: 31-38
[10] PINE II B J. Mass customization:the new frontier in business competition[M].Beijing:China People' s University Press, 2000(in Chinese)
[11] Reichheld Frederick F, Rigby DK, Schefter P. Avoid the four perils of CRM [J]. Harvard Business Review, 2002, 80(2):101-6, 108-9, 130
[12] Reichheld Frederick F, SASSERW E. Zero defetions: quali-ty comes to services[J]. Harvard Business Review, 1990(10): 105-111
[13] Reichheld Frederick F. Lead for loyalty[J]. Harvard Business Review. 2001,79(7):76-84,144
[14] Reichheld Frederick F. Loyalty-based management[J]. Harvard Business Review. 1993,71(2): 64-73
[15]Reichheld Frederick F.Whence Consumer Loyalty[J].Journal of Marketing,1999:79-84
[16]Robert B.Stone,Kristin L,Wood.Using Quantitative Functional Models to Develop Product Architectures[J].Design Studies,2000,21(3):239-260
[17]Ross A.Mass customization selling uniqueness[J].Manufacturing Engineer,1996,(6):260-263
[18]Start Davis.Future Perfect[M].Addison Wesley Longman Publishing Co,1987
[19]Tse,D.A.,Wilton P.C.,Model of Consumer Pine B J,Victor B,Boynton A C.Making Mass Customization Work[J].Harvard Business Review,1993,7(15):108-119
[20]Tseng Mitchell M,Jiao Jianxin.Design for mass customization[J].Annuals of the CIRP,1996,45(1):183-191
[21]Westbrook R.A,Reilly M.D Value Percept Disparity:An Altemative to the Disnocfinnation of Expectation There of Consumer Satisafction[J],Advnaces in Conusmer Research,1983(10):256-261
[22]Woodruff Robert B.Customer Value:The Next Source for Competitive Advantage[J].Journal of the Academy of Marketing Science,1997,25:139-153
[23]陈建勋,李怀斌.如何协调顾客获取与顾客保留之间的辩证关系[J].市场营销导刊,2005(5):62-63
[24]樊树海,肖田元.大规模定制概述[J].航空精密制造技术,2002(2):1-4
[25]顾燕.大规模定制模式的综述:概念、原因、分类及实现[J].企业经济,2002(9):79-80
[26]韩小芸,汪纯孝.服务性企业顾客满意感与忠诚感关系[M].清华大学出版社,2003
[27]何大义,刘建生.构建中国顾客满意度指数[J].世界标准化与质量管理,2000(10):7-10
[28]金萍.保险客户保留因素分析[J].现代管理科学,2005(3):30-32
[29]刘彦丽.浅谈保险企业的顾客满意[J].北京经济瞭望,2000(4):40-41
[30]刘志刚,马云峰.顾客忠诚度与顾客保留度分析[J].武汉科技大学学报,2003.5(2):33-35
[31]鲁江.顾客保留管理战略探析[J].科技创业月刊,2007(9):63-65
[32]吕巍,林海燕.大规模定制的原理[J].企业管理,2002(3):48-49
[33]吕彦.基于顾客需求驱动的人身保险大规模定制影响因素研究[D].浙江工商大学,2007
[34]毛道维,计维斌.大规模生产与大规模定制在中国的历史命运[J].经济理论与经济管理,2001(8):19-24
[35]祁国宁,李仁旺.大批量定制及其模型的研究[J].计算机集成制造系统,2004(6): 41-45
[36]邱彬.我国保险业发展现状与走势[J].财经科学,2002(6):31-36
[37]邵晓峰,黄培清.大规模定制生产模式的研究[J].工业工程与管理,2001(2):13-17
[38]索珂.保险公司顾客满意度测评体系研究及其实证分析[D].四川大学技术经济及管理,2004
[39]汪纯孝,韩小芸.顾客满意感与忠诚感关系的实证研究[J].南开管理评论,2003(4):70-74
[40]王雷.论顾客保留管理[J].山东行政学院山东省经济管理干部学院学报,2004(6):72-73
[41]魏中龙.CS基本原理教程[M].北京:中国经济山版社,1998
[42]吴丽苹.财产险服务质量顾客满意度研究—以中华财产保险公司为例[D].暨南大学应用心理学,2004
[43]吴兆龙,丁晓.顾客保留的竞争战略选择[J].管理现代化,2004(2):37-41
[44]徐宏毅,刘立志.基于大规模定制的服务性行业顾客保留理论框架研究[J].武汉理工大学学报,2006,28(9):33-35
[45]徐娜.大规模定制下基于质量管理的顾客满意研究[D].西安电子科技大学,2007
[46]张广玲.武华丽.关系价值关系质量与顾客保留的关系研究[J].武汉理工大学学报,2007.20(6):796-800
[47]张言彩,吴雷.基于网络经济的顾客保留策略[J].商业研究,2007(9):60-62
[48]周炳海,施海峰.大批量定制生产的概念框架模型研究[J].上海工程技术大学学报,2000(4):278-284
[49]朱玉富,丁伟.实施客户满意度战略促进保险业务发展[J].上海保险,2006(4):44-45
[2] Cardozo R.An Experimental Study of Customer Effort,Expectation and Satisfaction[J]. Journal of Marketing Research, 1965,2:244-249
[3] David M . Anderson, B. Joseph Pine Ⅱ. Agile Product Development for Mass Customization[M]. Beijing: Machinery Industry Press, 1999
[4] Hirsch. B. E, Thoben. K. D., Hopeisel. J. Requirements Upon Human Competencies in Globally Distributed Manufacturing[J]. Computers in Industry, 1998, 46(2):49-54
[5] Jones, Thomas O. and Sasser, W. Earl Jr., Why Satisfied Customers Defect[J].Harvard Business Review, 1995, 73(6):88-99
[6] Kolter Phillip.Marketing Management:Analysis Planning and Control[J].Prentice-Hall, 1993: 72-79
[7] Lampel J,Mintzberg H. Customizing customization[J], Slom Management Review,1996, (Fal1):21-30
[8] Oliver R. L. Acognitive model of the antecedents and consequences of satisfaetion decisions[J]. Journal of Marketing Researeh, 1999(17):460-469
[9] Oliver, Richard L., Swan, John E. Postpurchase Communications By Consumers [J]. Journal of Retailing. Greenwich: Winter 1989: 31-38
[10] PINE II B J. Mass customization:the new frontier in business competition[M].Beijing:China People' s University Press, 2000(in Chinese)
[11] Reichheld Frederick F, Rigby DK, Schefter P. Avoid the four perils of CRM [J]. Harvard Business Review, 2002, 80(2):101-6, 108-9, 130
[12] Reichheld Frederick F, SASSERW E. Zero defetions: quali-ty comes to services[J]. Harvard Business Review, 1990(10): 105-111
[13] Reichheld Frederick F. Lead for loyalty[J]. Harvard Business Review. 2001,79(7):76-84,144
[14] Reichheld Frederick F. Loyalty-based management[J]. Harvard Business Review. 1993,71(2): 64-73
[15]Reichheld Frederick F.Whence Consumer Loyalty[J].Journal of Marketing,1999:79-84
[16]Robert B.Stone,Kristin L,Wood.Using Quantitative Functional Models to Develop Product Architectures[J].Design Studies,2000,21(3):239-260
[17]Ross A.Mass customization selling uniqueness[J].Manufacturing Engineer,1996,(6):260-263
[18]Start Davis.Future Perfect[M].Addison Wesley Longman Publishing Co,1987
[19]Tse,D.A.,Wilton P.C.,Model of Consumer Pine B J,Victor B,Boynton A C.Making Mass Customization Work[J].Harvard Business Review,1993,7(15):108-119
[20]Tseng Mitchell M,Jiao Jianxin.Design for mass customization[J].Annuals of the CIRP,1996,45(1):183-191
[21]Westbrook R.A,Reilly M.D Value Percept Disparity:An Altemative to the Disnocfinnation of Expectation There of Consumer Satisafction[J],Advnaces in Conusmer Research,1983(10):256-261
[22]Woodruff Robert B.Customer Value:The Next Source for Competitive Advantage[J].Journal of the Academy of Marketing Science,1997,25:139-153
[23]陈建勋,李怀斌.如何协调顾客获取与顾客保留之间的辩证关系[J].市场营销导刊,2005(5):62-63
[24]樊树海,肖田元.大规模定制概述[J].航空精密制造技术,2002(2):1-4
[25]顾燕.大规模定制模式的综述:概念、原因、分类及实现[J].企业经济,2002(9):79-80
[26]韩小芸,汪纯孝.服务性企业顾客满意感与忠诚感关系[M].清华大学出版社,2003
[27]何大义,刘建生.构建中国顾客满意度指数[J].世界标准化与质量管理,2000(10):7-10
[28]金萍.保险客户保留因素分析[J].现代管理科学,2005(3):30-32
[29]刘彦丽.浅谈保险企业的顾客满意[J].北京经济瞭望,2000(4):40-41
[30]刘志刚,马云峰.顾客忠诚度与顾客保留度分析[J].武汉科技大学学报,2003.5(2):33-35
[31]鲁江.顾客保留管理战略探析[J].科技创业月刊,2007(9):63-65
[32]吕巍,林海燕.大规模定制的原理[J].企业管理,2002(3):48-49
[33]吕彦.基于顾客需求驱动的人身保险大规模定制影响因素研究[D].浙江工商大学,2007
[34]毛道维,计维斌.大规模生产与大规模定制在中国的历史命运[J].经济理论与经济管理,2001(8):19-24
[35]祁国宁,李仁旺.大批量定制及其模型的研究[J].计算机集成制造系统,2004(6): 41-45
[36]邱彬.我国保险业发展现状与走势[J].财经科学,2002(6):31-36
[37]邵晓峰,黄培清.大规模定制生产模式的研究[J].工业工程与管理,2001(2):13-17
[38]索珂.保险公司顾客满意度测评体系研究及其实证分析[D].四川大学技术经济及管理,2004
[39]汪纯孝,韩小芸.顾客满意感与忠诚感关系的实证研究[J].南开管理评论,2003(4):70-74
[40]王雷.论顾客保留管理[J].山东行政学院山东省经济管理干部学院学报,2004(6):72-73
[41]魏中龙.CS基本原理教程[M].北京:中国经济山版社,1998
[42]吴丽苹.财产险服务质量顾客满意度研究—以中华财产保险公司为例[D].暨南大学应用心理学,2004
[43]吴兆龙,丁晓.顾客保留的竞争战略选择[J].管理现代化,2004(2):37-41
[44]徐宏毅,刘立志.基于大规模定制的服务性行业顾客保留理论框架研究[J].武汉理工大学学报,2006,28(9):33-35
[45]徐娜.大规模定制下基于质量管理的顾客满意研究[D].西安电子科技大学,2007
[46]张广玲.武华丽.关系价值关系质量与顾客保留的关系研究[J].武汉理工大学学报,2007.20(6):796-800
[47]张言彩,吴雷.基于网络经济的顾客保留策略[J].商业研究,2007(9):60-62
[48]周炳海,施海峰.大批量定制生产的概念框架模型研究[J].上海工程技术大学学报,2000(4):278-284
[49]朱玉富,丁伟.实施客户满意度战略促进保险业务发展[J].上海保险,2006(4):44-45
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