论保险生态视角下的消费者信任战略  

Analysis on Costumer Trust Strategies Based on Insurance Ecology

作　　者：赵汴[1,2] 

机构地区：[1]武汉大学经济与管理学院,武汉430072 [2]华南农业大学经济管理学院,广州510275

出　　处：《生态经济》2008年第12期73-75,81,共4页Ecological Economy

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"(编号:05JC630084)

摘　　要：和谐的保险生态,能推动保险业的跨越式发展,诚信建设则是营造良好保险生态的根本。由于保险服务的特殊性,保险公司提升消费者信任,建立良好的客户关系,对于优化保险生态至关重要。文章关注保险服务关系中的消费者信任,详细分析了影响消费者信任的主要因素,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,提出了保险公司应营造信任的氛围来改善销售的效率和优化保险生态环境的策略。Harmonic insurance ecology is very helpful for developing the insurance industry; trust is the base of harmonic insurance ecology. For insurance company, building trust is the most important task because of the abstract nature of its products; Trust is a key factor in the establishment of long-term relationships between insurance company and their clients. In this paper, we focus on consumer trust in insurance service relationships, we analyze the relative factors influencing customer＇s perception of these dimensions of trust in a insurance service provider, including service provider expertise, product performance, firm reputation, satisfaction, and similarity. We effectiveness and harmonic insurance ecology.

关 键 词：保险公司 消费者信任 保险生态 

分 类 号：F76[经济管理—产业经济] F842