Research On Evaluation System Of Customer Retention Ability Based On Mass Customization Of The Insurance Industry

With the rapid development of modern service industry, and the experience economy era coming,the competition between the service industry is becoming more intense. In this industy,they recognizing the fact that customer retention is crucial the corporation's survival, developemnet and profit..However,corporations should meet customers' demand for personalized and pursue the low cost,which determine that mass customization is the most competitive service model in this industry.Insurance industry as the typical service industry, how they use the mass customization to achieve customer retention now become the hotspot in theory field and the practice field.In this important and thrashed out urgently issue, research on evaluation of customer retention ability of the insurance industry based on mass customization is the important and associated closely son-task. This thesis starts with the define of the connotation of insurance industry's mass customization, using research methods like the combination of theoretical research and empirical research, reading literature and the survey, qualitative and quantitative research, analyses the driven avail of mass customization to the customer retention in insurance industry, and discusses the factors of customer retention ability in insurance industry based on mass customization. This thesis constructs the evaluation index system, and uses fuzzy comprehensive demonstrate the index system.First, this thesis clarify the purpose and significance of this study. Summarize the achievements in theories which are closely related to domestic and international customers for mass customization and customer retention systematically, and establish the research approach and content that will be involved in this study at the same time. Secondly, recall the theories of mass customization and customer retention and the interrelated evaluation methods (analytic hierarchy process, fuzzy comprehensive evaluation methods)systematically, it is conducted to provide general guidance of the theory. Thirdly, on the basis of learning from the past research, directing towards the characteristics of insurance of Chinese, the connotation of the insurance industry for mass customization is defined in this study, and then analysis the effectiveness of drive of mass customization of the insurance industry to the customer retention from the three stages(Mass Customization stage, Customer Satisfaction stage, Stage to retain customers).Fourthly, follow the principle of selecting evaluation in this study, build the evaluation index system of mass customization based on the insurance industry's ability to retain customers from five levels: insurance products, customers participate in, quality of service, customer satisfaction and customer retention. And direct towards the characteristics of the index system, bringing forward the fuzzy comprehensive evaluation method based on AHP.Fifthly, take the China Life Insurance Co., Ltd of Wuhan branch for example , carry out the empirical study to the construction of the evaluation index system of this thesis, verifying the scientific rationality of a system of indicators which are builded in this thesis.Finally,sum up the researches in this thesis. On account of the shortcomings that exist the evaluation system ,bringing up the improve vision ulteriorly.