提高投连险消费者忠诚度:服务质量、信息不对称和代理人营销策略的作用

Edi Yoga Prasetyo, U. Sumarwan, Nur Hasanah
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引用次数: 0

摘要

单位挂钩保险(PAYDI)是印尼最畅销的人寿保险产品,在过去二十年中通过有效的代理人营销推动了行业增长。然而,该产品的复杂性、保障与投资的混合性却招致了损害消费者利益的批评,对保险代理人行为的投诉也日益增多。本研究旨在通过考察消费者对代理人提供的服务质量的看法以及区分活跃投保人和失效投保人作为忠诚度的衡量标准来实现关键目标。本研究还试图构建一个模型,以信息不对称作为调节变量,描述服务质量对消费者满意度和忠诚度的影响。本研究采用横截面研究设计,通过向 PAYDI 保险消费者发放电子问卷收集数据。在选择参与者时采用了有目的抽样法,最终有 159 名受访者符合研究标准。数据分析采用了偏最小二乘法结构方程模型(PLS-SEM)。这些发现强调了代理商的可靠性和同理心对消费者满意度的重要影响,而信息不对称则是满意度和忠诚度之间的关键调节因素。这些结果表明,加强对代理人在可靠性和移情方面的培训,并努力将信息不对称降到最低,可以显著提高保险行业消费者的满意度和忠诚度。这项研究建议,公司应为代理人制定关键绩效指标(KPI)和激励措施,以加强客户获取和购后服务,确保透明的信息共享,并设定可衡量的满意度目标,如净促进者得分(NPS)。今后的研究应重点关注业务多样性和公司的替代代用指标。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Enhancing Unit-linked Insurance Consumer Loyalty: The Role of Service Quality, Information Asymmetry, and Agent Marketing Strategies
Unit-linked insurance (PAYDI), Indonesia's top-selling life insurance product, has driven industrial growth in the last two decades through effective agent marketing. However, its complexity, blending protection, and investment have drawn criticism for consumers’ detriment and increasing complaints about insurance agent practices. This study aimed to achieve critical objectives by examining consumer perceptions of agent-provided service quality and distinguishing between active and lapsed policyholders as a measure of loyalty. It also seeks to construct a model that delineates the impact of service quality on consumer satisfaction and loyalty with information asymmetry as a moderating variable. This study used a cross-sectional research design, and gathered data through electronic questionnaires distributed to PAYDI insurance consumers. Purposive sampling was used to select participants, resulting in 159 respondents meeting the study’s criteria. Data analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM). These findings underscore the critical influence of agent reliability and empathy on consumer satisfaction with information asymmetry emerging as a key moderator between satisfaction and loyalty. These results imply that reinforcing agent training in reliability, empathy, and efforts to minimize information asymmetry significantly enhances consumer satisfaction and loyalty in the insurance sector. This research suggests that companies should develop a Key Performance Indicator (KPI) and incentives for agents to enhance both customer acquisition and post-purchase services, ensure transparent information sharing, and set measurable satisfaction targets such as the Net Promoter Score (NPS). Future studies should focus on operational diversity and alternative proxies of firms.
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