保险公司社交媒体使用与利润率关系分析

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2021-04-03 DOI:10.1080/15332969.2021.1948488

K. Smith, L. Smith

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引用次数: 2

摘要

关系营销利用卖方和客户之间的牢固关系来抵消销售无形服务(如保险)的局限性。社交媒体可以促进座席和客户之间的互动，从而加强关系。客户愿意通过社交媒体与企业建立联系。本文考察了保险公司使用社交媒体平台的情况。调查结果显示，Facebook、Twitter和LinkedIn是最常用的社交网站。在销售人寿和健康保险的公司与销售财产和意外伤害保险的公司之间，发现了社交媒体使用的差异。高度参与社交媒体的公司比参与度低的公司拥有更高的利润率。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Analysis of Social Media Usage and Relationship to Profit Margin among Insurance Companies

Abstract Relationship marketing uses a strong relationship between seller and customer to offset limitations of selling an intangible service, such as insurance. Social media can facilitate interactions between agent and customer, thus strengthening the relationship. Customers willingly connect with companies via social media. This article examines the social media platforms’ usage of insurance companies. Findings show Facebook, Twitter, and LinkedIn to be most commonly used. Differences in social media usage were found between companies selling life and health insurance and those selling property and casualty insurance. Companies highly involved in social media possess higher profit margins than companies with low involvement.

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.