Path Analysis Of Satisfaction To Loyalty Empirical Study

With the development of economic and income level, life in surance needs of our residents is gradually released. In recent years, the life insurance market has achieved high growth. But the contrast with that the number of life insurance business has become more and more, and the market concentration decreased rapidly. This constitutes a situation of Chinese life insurance market:the market has great potential and fierce competitive.Life insurance operators want to win the competition, must pay more attention to customers in business management, improving customer satisfaction, strengthen customer loyalty.Customer satisfaction and customer loyalty in relationship marketing are two key variables, the relationship between academic research has always been the focus of attention.With the situation of customer purchase decision-making process become more complex and market supply become more rich, customer satisfaction and customer loyalty to the significance of the enterprise will become more apparent.A satisfied customer may not be loyal. In this regard, some scholars believed that satisfaction was an imperative link of loyalty's formation, but it was influenced by many other factors; some scholars also believed that their relationship was non-linear. However, they didn't consider whether the direct relationship's assumption is reasonable.So, by the "commitment-trust" theory, the author analyzed the path of satisfaction and loyalty and examined empirically the relation path among variables.The study found that the psychological changes have 3 stages (satisfaction, trust and commitment) from ordinary customers into loyal customers. Thus put forward that the life insurance companies should develop relationship marketing and improve customer loyalty from satisfaction, trust and commitment.