基于消费者视角的信任机制研究  

作　　者：赵汴[1] 邬金涛[2] 

机构地区：[1]武汉大学,湖北武汉430072 [2]中山大学,广东广州510275

出　　处：《保险研究》2007年第8期73-75,96,共4页Insurance Studies

基　　金：教育部人文社会科学研究青年项目"服务领域客户关系管理运作体系研究"的资助;项目编号05JC630084

摘　　要：信任是保险公司和顾客建立长期关系的关键因素,由于保险服务的特殊性,信任将显著地影响保险公司与顾客之间的关系质量。影响信任的前因主要包括服务提供者的专业水平、产品的绩效、公司的信誉、满意和共同的价值观。保险公司应通过树立良好的企业形象、开展保险产品的自主创新、提高保险服务的质量、完善人才培养与激励机制和加强与消费者的沟通,来提高信任度,从而维持高顾客忠诚度。Trust is the key in forming a long-term relationship with their clients by insurance companies. Due to the uniqueness of insurance service, trust has a conspicuous impact on quality of relationship between insurers and their clients. Factors that affect this trusted relationship are professionalism of service providers, effectiveness of products, credibility of insurers, and satisfactory and shared values. Insurers should enhance customer＇s trust in them and maintain a high level of customer loyalty through building up a favorable public image, innovate insurance products, enhance service quality and improve on their employee training and motivation mechanism and increase communication with their customers.

关 键 词：保险公司:认知信任 情感信任 关系营销 

分 类 号：F840.32[经济管理—保险]