Loyalty refers to a behavior orientation and psychological attribution of a certain person or a certain type of person to a specific object. The following is a sample paper on the empirical research on the influencing factors of employee loyalty in insurance companies that I shared with J.L.
I. Introduction
For many years, there has been a problem of great talent mobility in China's insurance industry, and even there have been several talent flows between insurance companies in the history of insurance development. Malicious poaching? The climax of the phenomenon. The instability of talents leads to the shortage of talents and reserves in many insurance companies, and the development of enterprises is restricted by the bottleneck of talents. Some studies have pointed out that in the insurance industry, low loyalty is one of the main factors for the loss of employees, especially agents. In Cao Cao, in Han? This situation has long been a common phenomenon in the industry, which makes the brain drain rate in the insurance industry remain high for a long time.
Shanghai securities news once pointed out that the brain drain rate of domestic insurance companies is as high as 30%, much higher than that of banks 18% to 20%. According to the research report released by Boston Consulting Group, the average annual turnover rate of insurance agents in China in recent years is higher than 50%, and the turnover rate of agents in the first year is as high as 70% to 80%. Another data shows that the turnover rate of professional and technical personnel such as underwriting and claims settlement in China's insurance industry has also exceeded 25%.
Such a high turnover rate also reflects that the loyalty of employees in various insurance companies needs to be improved. Although in recent years, many insurance companies have tried to make great efforts in personnel training and development, employee education and training, employee retention and incentive mechanism construction, and the stability of enterprise talent team, the employee loyalty of many companies has improved, but compared with other industries such as banks, the overall level is still at a low level. The insurance industry has not developed for a long time in China, and the real rapid development is only about 30 years. Although the development time is short, the industry competition is fierce. In the final analysis, the competition of enterprises is the competition of talents, especially the insurance industry. Because the insurance industry is an exotic product, its products and services, as well as the particularity and professionalism of management, insurance companies must pay attention to the training of professionals and the stability of the workforce, so it is particularly important to study employee loyalty. However, due to the short development time of the industry, compared with the rapid development of the industry, the research in this area is relatively backward, and there are few documents about it. Employee loyalty of insurance company? Related fields have been systematically studied, and there are few such documents for quantitative analysis. This study intends to start with the influencing factors, combining qualitative analysis with quantitative analysis, and make a tentative discussion on the research of employee loyalty in insurance enterprises.
Second, literature review and research hypothesis
(A) on employee loyalty and loyalty
The research on loyalty has been going on for decades, and it has been carried out by representative scholars such as Day( 1969), Dick & Basu (1994), Bloemer & Caspar (1995) and Oliver (1999). At present, most researchers believe that loyalty is the unity of behavioral loyalty and attitude loyalty. According to scholars' point of view, loyalty refers to the single-minded behavior and psychological attribution of a certain person or group of people to a specific object.
(B) About the employee loyalty of insurance companies
There is little literature about employee loyalty in insurance companies. Zhang Xueqin (2009) discussed the loyalty of insurance agents from the perspective of team stability, which is actually based on behavior theory. Fan Yan (20 10) defines employee loyalty of insurance companies from the perspective of comprehensive theory of behavior and attitude; Liu Xiaohong Wu Haibo Chen Yongcheng (20 12) is from? Retention rate? Study on the loyalty of life insurance agents from the perspective: Song Anshun (20 13) based on the viewpoint of comprehensive theory, took the backstage staff and field salesmen of insurance companies as the research objects, and studied the present situation of employee loyalty of insurance companies through sampling survey. Tan Yi and Yuan Yuan (20 13) defined the employee loyalty of insurance companies as staying in the company and not leaving the company, and studied the employee loyalty of insurance companies by quantitative analysis. More literary works come from? Brain drain? Discussion on Employee Loyalty of Insurance Enterprises from the Perspective
(III) Questionnaire design and data collection Based on the above research assumptions and research models, we designed the questionnaire into four parts. The first part is the personal characteristic information of the respondents, including gender, age, education, working years in the insurance industry, the nature of the enterprise where the individual works (life insurance or property insurance) and the position. This part is all multiple-choice questions. The second part is the importance scale of insurance company employee loyalty 16, the third part is the status scale of insurance company employee loyalty 16, and the fourth part is the status scale of insurance company employee loyalty (there is only one item in this part:? Are you passionate about your current company? Are you willing to stay and make positive contributions to the company and put this willingness into practice? ) 。 Overall, the employee loyalty of insurance companies is still at a low level. The average loyalty of all samples is 3. 43, far from the perfect score of 5. Insurance companies should think and analyze more, listen to employees' voices, take measures to actively respond, and strive to enhance employees' loyalty.
In the follow-up study, we will deeply study the mechanism of influencing factors of employee loyalty in insurance companies, build an evaluation index system of employee loyalty in insurance companies, and comprehensively evaluate employee loyalty in insurance companies, thus providing a strong basis for insurance companies to enhance employee loyalty.
;