The Research on the Loyalty of Personal Car Insurance Service
The car insurance business is the most important cash flow resource for insurance companies,it is also the nucleus to maintain the scale effect and keep the organization to operate smoothly.Due to the characteristics of personal car insurance business which include diversified customers background and sustainable development potential,it is the most profitable part of car insurance industry.This paper tried to examine the relationship between personal car insurance service quality and customer loyalty and to explore the mediating effect of customer satisfaction.A questionnaire was designed and distributed to 221 personal car insurance clients in Zhuhai area of Guangdong Province,China.Among them,208 copies returned and 202 of them were valid.The collected data were then analyzed using Amos 22.0.The results show that both service quality and customer satisfaction have significant positive impact on the customer loyalty,and the customer satisfaction have partial mediating effect on the relationship of service quality and customer loyalty of personal car insurance.
Car Insurance Service quality Customer satisfaction Customer loyalty
Hongmei Luo Yongdong Shi Tingyang Liu
School of Business,Macau University of Science and Technology Kaohsiung Normal University,Taiwan,China
国际会议
China Marketing International Conference 2019 (2019中国市场营销国际学术年会)
广州
英文
77-100
2019-07-22（万方平台首次上网日期，不代表论文的发表时间）