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由于保险产品的无可感知性,消费者的认知水平主要依赖保险营销员,而保险营销员自己对保险产品的认知可能存在偏差,因而不能恰当地向消费者传递保险产品真正的功能信息。本文指出保险公司的经营管理应加强诚信建设,优化意识形态,改善保险公司的赔付服务水平。
Due to the imperceptibility of insurance products, the level of consumers’ cognition mainly relies on insurance marketers, and the insurance marketers may have their own perceptions of insurance products that may not be able to properly convey to consumers the true functional information of insurance products . This paper points out that the operation and management of insurance companies should strengthen the construction of integrity, optimize ideology and improve the service level of insurance companies’ claims.