QQ客服 官方微博 反馈留言

题名	银行客户经理对保险公司的满意度和忠诚度的研究：感知客户满意度的调节作用
作者	刘静
答辩日期	2021-01
文献子类	硕士
授予单位	中国科学院心理研究所
授予地点	中国科学院心理研究所
其他责任者	陈毅文
关键词	银行客户经理 满意度 销售意愿 忠诚度 调节
学位名称	理学硕士（同等学力硕士）
其他题名	Research on Bank Account Manager’s Satisfaction and Loyalty to Insurance Companies: The Moderating Effect of Perceived Customer Satisfaction
学位专业	应用心理学
中文摘要	By summarizing the research on the satisfaction and loyalty between employees and organizations, we found that there is very little research on the satisfaction and loyalty between employees and organizations under the "informal group" structure. Although there are many studies that focused on the relationship between employee and organization satisfaction and loyalty under the "formal group" structure, controversy will also arise. Some scholars have suggested that there are some adjustment factors between satisfaction and loyalty that affect the relationship between the two. With the integration and development of the financial service industry, the bank’s account manager needs to sell the products in addition to the internal products of the bank, but also to represent the financial products of third parties. Among them, the cooperation between banks and insurance companies is the most and deepest. From the perspective of human resource management, the satisfaction of bank account managers as part-time agents with insurance companies is related to incentives, corporate image, service quality and other factors. Satisfaction also affects the sales willingness and loyalty of the account manager to the insurance company.This research surveyed bank account managers from five major banks through a questionnaire survey, and 314 valid data were obtained. This study uses paths to analyse the direct and indirect effects on variables. Statistical analysis results show that perceived service quality, and perceived product difficulty all directly positively predict the satisfaction of bank account managers with insurance companies. The satisfaction of bank account managers will positively predict sales willingness and loyalty. And then the study uses stepwise regression to analyse the moderating variables. The customer satisfaction perceived by the bank account manager have moderating effect with the sales willingness and loyalty.Therefore, this study explores the relationship between employee satisfaction and loyalty under the "informal group" structure, which has important theoretical significance. First, this study verifies the factors of bank account managers’ satisfaction with insurance companies; second, it Verified the role of customer satisfaction in the adjustment of bank customer managers to the satisfaction of insurance companies on sales willingness and loyalty. At the same time, this research also has a certain practical significance: in the actual cooperation between banks and insurance companies, it will help reduce costs, improve the performance goals of both parties, and achieve a win-win situation. Therefore, suppliers should combine diversified management and incentives when cooperating with agents.
英文摘要	通过总结员工与组织之间的满意度和忠诚度的研究，我们发现大部分的研究关注的主要对象都是“正式团体”架构下员工对组织的满意度与忠诚度的关系，而“非正式团体”架构下员工与组织之间满意度和忠诚度的研究极少。随着金融服务行业之间的融合发展，我国许多保险公司会选择银行渠道进行代理销售。之前的大部分研究都是从正向激励的模式探讨代理关系，但从人力资源管理的角度来说，想要与代理商保持长久以及忠诚的合作关系，就需要从多个影响因素进行分析。而且满意度和忠诚度的关系一直是学术界争论的话题，有学者认为满意度一定导致忠诚，但也有学者提出相反的意见，认为满意度和忠诚度之间存在调节因素。因此本论文将对银行客户经理对保险公司的满意度与销售意愿和忠诚度的关系及其调节因素进行验证分析。本研究通过问卷调查的方法对来自五大行的银行客户经理进行调查，最终获得314份有效数据。本研究采用路径分析方法对变量进行间接效应分析，介绍了影响银行客户经理对保险公司的满意度与销售意愿及忠诚度的研究结果。统计分析结果表明，感知的服务质量，感知的产品难易度都正向预测了银行客户经理对保险公司的满意度，银行客户经理的满意度正向预测了销售意愿及忠诚度。然后本论文采用逐步回归对调节效应进行了分析，结果显示银行客户经理感知的客户满意度会调节销售意愿和忠诚度。因此本研究探讨了“非正式团体”架构下员工满意度与销售意愿及忠诚度影响因素及关系，具有重要的理论意义。首先，本研究验证了银行客户经理对保险公司的满意度的因素；其次，验证了感知的客户满意度对银行客户经理对保险公司满意度对销售意愿及忠诚度的调节作用。同时，本研究也具有一定的实践意义：在银行与保险公司的实际合作中，有利于减轻成本，提升双方的绩效目标，实现共赢。因此供应商在与代理商合作时应结合多样化的管理和激励手段。
语种	中文
内容类型	学位论文
源URL	[http://ir.psych.ac.cn/handle/311026/41637]
专题	心理研究所_社会与工程心理学研究室
推荐引用方式 GB/T 7714	刘静. 银行客户经理对保险公司的满意度和忠诚度的研究：感知客户满意度的调节作用[D]. 中国科学院心理研究所. 中国科学院心理研究所. 2021.

个性服务

查看访问统计

相关权益政策

暂无数据

收藏/分享

除非特别说明，本系统中所有内容都受版权保护，并保留所有权利。