摘要
寿险企业的竞争优势在于通过提供寿险产品和服务从而为客户创造的价值。客户的满意度随寿险产品品种数量的增加而增加。寿险企业为客户创造的价值不仅是产品品种数量的提供,还包括差异化服务的提供。寿险企业提供的产品品种数量越多、差异化服务水平越高,客户的满意度水平也就越高。由于寿险客户对于服务的需求高于其他行业,所以从经济学的角度来看,在寿险企业资源一定的情形下,企业的资源分配是受其预算约束的。寿险企业应根据市场需求和企业供给两方面的影响因素决定向市场提供产品的最优数量和服务的最优水平,从而获得竞争优势。
The competitive advantage of life insurance companies lies with their capability at creating value for their clients by offering life insurance products and services. Customer satisfaction increases along with the increase of product varieties. The value that life insurer can create for its clients comes not only from the types of insurance products but also provision of differentiated services. The more products the life insurer offers and the higher its service differentiation level, the higher the level of customer satisfaction. Owing to higher requirement on services by insurance clients than they do with other industries, distribution of resources of life insurers is restricted by their budget plans from economics point of view. Life insurers should decide their optimal number of products and the best possible level of service in line with market demands and their supply capability in order to gain competitive advantage.
出处
《保险研究》
CSSCI
北大核心
2007年第5期47-48,共2页
Insurance Studies
关键词
产品多样化
服务差异化
客户满意度
客户价值创造
企业竞争优势
product diversification
service differentiation
customer satisfaction
customer value creation
corporate competitive advantage
