致谢
时光荏苒，2018年入学至今已有3年，能够再次进入校园，内心十分欣喜，
倍感珍惜。三年的学习时光短暂而漫长，在这里聆听老师教诲、与同窗学习讨论
都是非常难忘的经历，也是我以后人生道路上的宝贵财富。
论文写作是一种煎熬与磨练，但也深刻体会到写作过程很充实，收获很大。
艰苦的论文写作经历，不仅让我对保险行业有了更加全面深入的了解，也让我掌
握了研究问题的一般规律和方法，为以后研究工作打下坚实的基础。
首先，要感谢我的导师陈红教授，从论文选题到问卷设计，从论文结构框架
到图表规范，以及论文细节的修改完善，陈老师都给予了我很大帮助，在此特别
感谢陈老师的悉心指导！
其次，要感谢侯聪美学姐在技术问题上给予的耐心指导；感谢刘雨晨同学在
问卷调查上给与的大力支持；感谢这三年来所有的任课老师，他们传授的知识是
我论文写作的基础；感谢三年来一起学习的同窗们，从他们身上我学到了很多东
西；感谢我的家人，他们的理解与支持是我成长进步的动力。
最后，要感谢在百忙之中评审我论文的各位专家、教授，由于水平有限，论
文难免会有不足之处，恳请各位评审老师批评指正！

摘要
随着生活水平的提高，人们对寿险产品的消费热情持续升温，寿险行业正迎
来蓬勃发展的时期。各大寿险公司为更好地抓住发展机遇，进一步拓展市场潜力，
纷纷提出“以客户满意为中心”的发展理念，持续提升客户满意度，积极构建客
户忠诚，提高市场竞争力。
本文以 TF人寿徐州分公司为研究对象，通过客户访谈、问卷调查和数据分
析等研究方法，定性和定量的分析了保险公司客户心理契约、客户满意度与客户
忠诚度的关系，并根据研究结论提出提高客户满意度的对策建议。
通过对382份问卷调查数据进行分析，得到TF人寿徐州分公司客户心理契
约、客户满意度和客户忠诚度之间的关系。客户心理契约对客户满意度和客户忠
诚度均有显著正向影响，影响因子分别为0.352和0.340；销售人员、产品质量、
服务能力和品牌形象均对客户满意度产生正向影响，影响作用由强到弱依次为服
务能力、销售人员、产品质量和品牌形象，影响因子分别为0.411、0.290、0.111
和 0.093；客户满意度对客户忠诚度的影响非常显著，影响因子高达 0.759；客
户满意度各影响因素对行为忠诚和态度忠诚的影响不尽相同，产品质量、服务能
力和品牌形象对行为忠诚影响显著，影响因子分别为0.327、0.330和0.191，销
售人员、产品质量和服务能力对态度忠诚的影响显著，影响因子为0.317、0.231
和0.354。客户心理契约在客户满意度与客户忠诚度之间不具有调节作用。
根据数据分析结论，结合 TF人寿徐州分公司实际情况，本文从重视客户心
理契约、完善服务体系、打造高素质专业化销售队伍、提升产品竞争力、树立良
好形象和注重差异化营销等方面提出改善 TF人寿徐州分公司客户满意度的对策
建议。
本论文有图64幅，表168个，参考文献124篇。
关键词：寿险公司；心理契约；客户满意度；客户忠诚度
I

Abstract
With the improvement of living standards, people's enthusiasm for life insurance
products continues to heat up, life insurance industry is ushering in a period of vigorous
development. In order to better seize the development opportunity and further expand
the market potential, major life insurance companies have put forward the development
concept of "customer satisfaction as the center", continuously improve customer
satisfaction, actively build customer loyalty, and improve the market competitiveness.
Taking TF Life Xuzhou Branch as the research object, this thesis analyzes the
relationship between customer psychological contract, customer satisfaction and
customer loyalty qualitatively and quantitatively through customer interview,
questionnaire survey, data analysis and other research methods, and puts forward
countermeasures and suggestions to improve customer satisfaction according to the
research conclusions.
Through the analysis of 382 questionnaire data, the relationship among customer
psychological contract, customer satisfaction and customer loyalty of TF Xuzhou
Branch is obtained. Customer psychological contract were significantly positive
influence on customer satisfaction and customer loyalty, the influence factor of 0.352
and 0.340 respectively, the sales staff, product quality, service and brand image have a
positive impact on customer satisfaction and influence from strong to weak was
followed by service ability, sales staff, product quality and brand image, The
influencing factors were 0.411, 0.290, 0.111 and 0.093, respectively. Customer
satisfaction has a significant impact on customer loyalty, with an impact factor of 0.759.
Each factor of customer satisfaction has a different impact on behavioral loyalty and
attitude loyalty. Product quality, service ability and brand image have a significant
impact on behavioral loyalty, with an impact factor of 0.327, 0.330 and 0.191,
respectively. Sales staff, product quality and service ability have significant influence
on attitude loyalty, and the influencing factors are 0.317, 0.231 and 0.354. Customer
psychological contract has no moderating effect on customer satisfaction and customer
loyalty.
According to the data analysis, in combination with the practical situation of TF
Life of Xuzhou branch, this thesis attaches great importance to the customer's
psychological contract, perfect service system, professional sales team of high quality,
improve product competitiveness, set up a good image and pay attention to the
II
。。。以下略