摘要
结合我国实际调查数据对消费者寿险购买意愿进行了实证分析,其结果显示:社会公众对人寿保险公司服务管理的满意度会涉及寿险公司形象及其投资管理等方面,并对消费者寿险购买的意愿产生直接和间接的影响。这一结果表明,人寿保险公司不仅要努力提高在市场中的服务满意度,更为重要的是要加强投资风险管理并增强自身实力,从而有利于扩大寿险业务规模,提高其在市场中的占有率。
Based on the actual survey data,this paper conducted a research on life consumers＇ purchase intention The results showed that the public ＇ s satisfaction with service management was related to the image of insurance companies and investment management. These factors affected consumers＇ purchase intention directly and indirect- ly. This showed that insurance companies need to continuously improve the services in the market and strengthen investment risk management, and in turn, expand business scales and market share.
出处
《保险研究》
CSSCI
北大核心
2013年第2期87-94,共8页
Insurance Studies
关键词
保险公司品牌
风险投资与管理
寿险购买意愿
insurance company brand
investment and risk management
life consumers＇ purchase intention
