保险客户公民行为影响因素量表开发——以A公司为例  

The Scale Development of the Influence Factor of Insurance Customer Citizenship Behavior——A Case of A Company

作　　者：黄鹏[1] 林晓燕[2] 刘艳[3] 

机构地区：[1]澳门科技大学行政与管理学院,澳门99078 [2]英国威尔士大学 [3]山西财经大学公共管理学院,山西太原030006

出　　处：《西部金融》2014年第5期61-65,共5页West China Finance

摘　　要：随着中国保险市场的逐渐开放,保险公司要想在高度竞争的市场中保持份额,就必须通过促进保险客户产生顾客公民行为来形成稳定的客户群体。因此需要一种成熟量表来准确衡量影响保险客户顾客公民行为的各项因素,以便于更好地研究保险客户顾客公民行为形成的内在机理,但在现有的文献中并没有测量中国保险客户顾客公民行为影响因子的成熟量表。此文以A公司广东地区客户群为样本,通过客户访谈设计量表问题,并通过预研调查,对问卷进行信度、效度以及因子分析,最终为保险公司提供可以直接运用到客户管理中的实用型量表。With the gradual openness of China＇ s insurance market, the insurance companies must establish a stable customer base through the promotion of policyholders＇ customer citizenship behavior if they want to keep the market share in the highly competitive market. So a mature scale is needed to accurately measure the factors that affect insurance customer citizenship behavior in order to better study the inner formation mechanism of insurance customer citizenship behavior. But in the existing literature, there is no the mature scale for this research aim. Selecting the customer base of A company in Guangdong area as the sample, designing scale questionnaire through the customer interview, the paper analyzes the reliability, validity and factor of the questionnaire through the preparatory investigation, finally provides a feasible scale which can directly be used into the customer management for the insurance companies.

关 键 词：保险客户 顾客公民行为 

分 类 号：F830.5[经济管理—金融学]