Leon Steven, Nakayama Makoto
Department of Marketing and SCM, Walker College of Business, Appalachian State University, Boone, NC, USA.
College of Computing and Digital Media, School of Computing, DePaul University, Chicago, IL, USA.
Health Mark Q. 2020 Apr-Jun;37(2):176-192. doi: 10.1080/07359683.2020.1756124. Epub 2020 May 6.
Health insurance companies have an interest in understanding what factors may lead to positive word-of-mouth (WOM) from consumers. This research identifies factors that influence positive WOM about health insurance firms. Using data collected from 425 insurance policy holders, we find influential factors vary depending on the purchase source. Significant factors identified in the study that influence positive word-of-mouth include service quality, plan satisfaction, and plan type (individual vs. family). Further, claim count, preferred information source, and deductible levels also affect the spread of positive WOM differently among purchase sources. The study concludes with a discussion of implications and future research.
健康保险公司有兴趣了解哪些因素可能导致消费者产生积极的口碑。本研究确定了影响健康保险企业积极口碑的因素。通过收集425名保险投保人的数据，我们发现影响因素因购买来源而异。该研究确定的影响积极口碑的重要因素包括服务质量、计划满意度和计划类型（个人险与家庭险）。此外，理赔次数、首选信息来源和免赔额水平在不同购买来源中对积极口碑传播的影响也有所不同。该研究最后讨论了研究结果的意义和未来研究方向。
