A STUDY ON THE INFLUENCING FACTORS OF CUSTOMER SATISFACTION OF ALIPAY PLATFORM COMMERCIAL INSURANCE
Abstract
This paper aimed to explore the factors affecting consumer satisfaction in China's
Internet insurance industry, the commercial insurance of Alipay platform is mainly used, and
the influencing factors produced by the characteristics of this platform are investigated to
analyze the influence on customer satisfaction. This research mainly focuses on the Enjoy the
e-Life insurance product, 722 valid data were collected from 756 respondents, and the tool is
an online questionnaire. The collected data were analyzed by means of descriptive statistical
analysis, correlation analysis, structural equation model analysis, etc, and find out the main
problems of Alipay commercial insurance, and at the same time, with the help of the analysis
of the key factors affecting customer satisfaction, to find specific methods and measures to
improve and enhance customer satisfaction.
This result revealed that the main factors affecting customer satisfaction were customer
perceived quality, customer perceived value, customer expectation, and customer perceived
service. In terms of perceived quality, the strengthening of high-quality cooperation and launch
diversified products and the development of customized personalized new products were
necessary For perceived value, improve cost performance and reduce deductibles; In terms of
customer expectation, the research recommended the accuracy of publicity and reasonably
guide expectations to be improved; In terms of perceived service, it was necessary to optimize
the interface settings and strengthen data analysis.
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