摘要
顾客社会化指以帮助顾客学习相关消费知识、技能、角色规范等为目的的企业—顾客社会互动活动。在保险业实施顾客社会化策略有助于增强增加保险深度和密度。保险业顾客社会化策略包括任务社会化、群体社会化和组织社会化三种类型,它们分别关注于不同的社会化目标和内容。顾客社会化策略的实施受到来自顾客、服务员工和组织三方面的影响。
Customer socialization is customerfirm interaction which aims at helping customers study consumption related knowledge, skills, and role norms. Applying customer socialization strategies to insurance industry contributes to the enhancement of insurance penetration and density. Customer socialization strategies include three types, i. e. , task socialization, group socialization and organizational socialization ,which focus on different goals and contents re spectively. The implementation of customer socialization strategies is influenced by customers, service employees and organizations.
出处
《保险研究》
CSSCI
北大核心
2012年第11期82-87,共6页
Insurance Studies
基金
国家自然科学基金项目"顾客社会化:理论建构与实证检验"(71172208)
中央高校基本科研业务费专项资金资助项目(武汉大学自主科研人文社会科学项目)"顾客参与对服务生产率的影响研究"(09ZZKY082)
教育部"新世纪优秀人才支持计划"(NCET-08-0422)的资助
关键词
顾客社会化
保险营销
顾客教育
产品知识
社会互动
customer socialization
insurance marketing
customer education
product knowledge
social interaction
