【作者】 张宁；

【导师】 姚凯；

【作者基本信息】 中央财经大学 ， 工商管理硕士（MBA）（专业学位）， 2024， 硕士

【摘要】 我国人口逐渐步入高龄阶段的步伐不断加快,因此养老金市场规模不断扩大。近年来,企业年金市场已接近饱和,每年新增企业企业户数大幅缩减,市场争夺已由早先的拓展新客转向维系原有客户,维护存量客户将是市场拓展的关键所在。在当前市场环境下,A公司年金业务的发展同样面临着新客资源难以获取、存量客户续签工作推进艰难,客户流失严重的问题。现阶段,各大受托机构的发展战略逐步从高增速转向了高质量发展,深耕存量客户成为行业共识。为了实现A公司企业年金业务的持续性,有必要对A公司企业年金客户的忠诚度进行深入的研究和分析。本文以A公司企业年金客户为研究对象,通过问卷调查和模型评估,探究了企业年金客户忠诚度的影响因素。本文旨在将客户忠诚度理论应用于企业年金业务领域,并通过对影响顾客忠诚度的因素进行定性和定量分析,全面测评A公司企业年金客户忠诚度水平,以识别并解决A公司客户忠诚度问题,以便采取更有针对性的措施,提升A公司企业年金客户忠诚度水平。本篇论文在借鉴前辈学术成就之上,采用了理论与实证并用的研究手法,基于A公司企业年金业务的经营现状、行业发展现状,对A公司企业年金业务的实际经营情况以及行业的发展态势进行了深入分析,并探讨了影响A公司消费者忠实度的各种关联因素,进一步构筑了一套客户忠实度的理论模型。主要探究了服务质量、客户感知价值、品牌影响、关系信任、转换成本、客户满意与顾客忠诚度之间的关系。通过对目标群体的问卷调查,获取样本数据,并应用实证分析方法验证了本文提出的五个变量与客户忠诚度之间以及变量与变量之间的相关性。最终得出结论:服务质量、客户感知价值、品牌影响、关系信任、转换成本有着不同程度的正向影响。基于调查结果,提出了有针对性的提升策略,并对A公司企业年金业务发展提供了思路和建议。综上所述,本研究通过对A公司企业年金客户忠诚度提升策略的深入研究,旨在为A公司提供有效的发展路径和实施方案,促进A公司企业年金业务的可持续发展。未来的研究还可以进一步扩展研究范围,探讨更为深入的问题,为行业发展和理论研究提供更多的启示。更多还原

【Abstract】 With the acceleration of my country’s population aging process,the corporate annuity market is becoming increasingly large.In recent years,the enterprise annuity market has been close to saturation,and the number of new enterprises and households has been greatly reduced each year.The market competition has shifted from expanding new customers to maintaining original customers.Maintaining existing customers will be the key to market expansion.In the current market environment,the development of A Company’s annuity business is also facing the problems of difficulty in obtaining new customer resources,difficulty in renewing existing customers,and serious customer loss.At this stage,the development strategy of major trustee institutions has gradually shifted from high growth rate to high-quality development,and deep cultivation of stock customers has become the industry consensus.In order to realize the continuity of A Company’s corporate annuity business,it is necessary to conduct in-depth research and analysis on the loyalty of A Company’s corporate annuity customers.This article takes the corporate annuity customers of A Company as the research object,and explores the influencing factors of corporate annuity customer loyalty through questionnaire survey and model evaluation.This paper aims to apply the theory of customer loyalty to the field of enterprise annuity business,and through the qualitative and quantitative analysis of the factors affecting customer loyalty,comprehensively evaluate the level of enterprise annuity customer loyalty of A Company,in order to identify and solve the problem of customer loyalty of A Company,so as to take more targeted measures to improve the level of enterprise annuity customer loyalty of A Company.Based on the academic achievements of the predecessors,this paper adopts both theoretical and empirical research methods.Based on the current situation of A company’s enterprise annuity business and the development of the industry,this paper makes an in-depth analysis of the actual operation of A company’s enterprise annuity business and the development trend of the industry,and discusses the various related factors that affect the loyalty of A company’s consumers,and further constructs a theoretical model of customer loyalty.It mainly explores the relationship between service quality,customer perceived value,brand influence,relationship trust,conversion cost,customer satisfaction and customer loyalty.Through a questionnaire survey of the target group,sample data is obtained,and empirical analysis methods are used to verify the correlation between the five variables proposed in this article and customer loyalty and between variables and variables.Finally,it is concluded that service quality,customer perceived value,brand influence,relationship trust,and conversion cost have different degrees of positive influence.Based on the survey results,a targeted improvement strategy is proposed,and ideas and suggestions are provided for the development of A Company’s corporate annuity business.In summary,this study aims to provide an effective development path and promotion strategy for A Company through an in-depth study of A Company’s corporate annuity customer loyalty enhancement strategy,and promote the sustainable development of A Company’s corporate annuity business.Future research can further expand the scope of research,explore more in-depth issues,and provide more enlightenment for industry development and theoretical research.更多还原