A Study On The Impact Of Customer Responsibility Fulfillmenton Operating Performance In Life Insurance Enterprises In China

According to the stakeholder theory, customer responsibility is an important part of corporate social responsibility. Besides that, based on the particularity of life insurance enterprises, customers are also the creditors. So, the importance of customer responsibility is self-evident. Combining with theoretical study, questionnaire investigation and empirical study, this paper takes the customer responsibility of life insurance enterprises as the research subject to carry out in-depth analysis of the impact of the customer responsibility fulfillment on operating performance.Firstly, this paper sorts out the research results of corporate social responsibility and corporate performance at home and abroad. The definition of connotation and extension of customer responsibility of life insurance enterprises are put forward based on corporate social responsibility and stakeholder theory. What is more, based on the theory of consumer's behavior, this paper expounds the research mechanism of operating performance triggered by the customer responsibility fulfillment of life insurance enterprises. It lays the theoretical foundation for the relationship research between them.Secondly, by conducting a surver and sorting out the research data, the analysis of the status quo of customer responsibility fulfillment of life insurance enterprises in China is carried out. And the cross-analysis is used to verify the relationship between the customer responsibility fulfillment of life insurance and customer behavior intention. So, the influence mechanism of operating performance exerted by the customer responsibility fulfillment of life insurance enterprises is verified from the perspective of investigation.Furthermore, based on the data of 47 life insurance enterprisess in China from 2012 to 2014, this paper takes the indexes of SR, ROI, SAR and CS to evaluate the customer responsibility and PGR, MS to measure the effects exerted by customers behavior intention and ROE to evaluate the corporate performance, also takes the time-lag effect into account for research. Through empirical study, this research verifies the mediating effect and relationship of the customer responsibility fulfillment and operating performanceof life insurance enterprises.Finally, by combining with the results of the questionnaire survey, the policy recommendations for China's life insurance companies to fulfill customer responsibility are put forward.Promotingthe product improvements, solving the sales misleading, lifting the efficiency of claims and promoting servise innovation are the effective ways.