河北省石家庄市农村小额人身保险服务质量问题研究

发布时间：2018-04-03 02:08

本文选题：农村小额保险　切入点：服务质量　出处：《中南林业科技大学》2013年硕士论文

【摘要】：农村小额人身保险是党和国家实行的一项惠民政策,有利于建设社会主义新农村、完善农村金融体系、解决低收入农民的基本保障问题。2008年6月,《农村小额人身保险试点方案》由中国保监会正式颁布了,这一规范的出台显示了我国收入较低的农民基本风险保障缺失的现象,在未来或将在商业保险方面或多或少予以突破。因此商业保险公司将农村小额保险市场作为了未来重要增长点。商业保险公司在开发农村市场的过程中出现了很多问题,如保险产品单一、购买保险不便,基层销售人员素质参差不齐等,这些问题归结起来就是农村小额人身保险服务质量问题。本研究文献研究法和实证研究法对农村小额保险进行研究,探索我国农村小额人身保险服务质量的影响因素和因素影响力的排序,使商业保险公司能够有针对性的改进服务,促进农村保险市场的发展。本研究首先介绍石家庄地区农村小额人身保险石家庄市农村小额人身保险目前开展情况,包括参与推广的商业保险公司,保险公司推广策略,销售产品和保障责任,保险公司的销售模式和保险公司的经营管理。通过对发展情况的梳理对商业保险公司拓展农村小额人身保险市场的过程中服务存在的问题分析,总结出目前存在的主要问题有：保险产品较少,保障责任单一,尚无法满足农村人群的实际需求；商业保险公司销售人员专业素质和水平有待进一步提升；各项售前、售中和售后服务速度还不能尽如人意；没有真正形成统一的服务标准和要求；销售人员流动性较大增加了为客户提供优质服务的难度。通过对问题的分析,本研究总结出农村小额人身保险服务质量的影响因素,包括以下五点：保险险种丰富且适应农村市场需求,服务快捷而且效率高,有统一标准的服务体系,从业人员能够提供专业化服务和服务具有持续性。据此本研究设计调查问卷进行实证研究,设计出有20个题项的农村小额人身保险服务质量测量量表,发放问卷调查表200份,回收有效问卷167份,通过因子分析提炼五个服务质量因子,分别为：适用性、效率、标准化、专业化和持续性。之后使用结构方程模型对服务质量因子的影响力进行排序,得到排序结果为适用性效率标准化专业化持续性。在实证研究的基础上,本论文对商业保险公司改进农村小额人身保险服务质量提出指导建议：进一步提高产品的适用性,扩大保障范围；全面加强专业化建设,提高销售人员专业素养和能力；努力改善服务效率,打造简便快捷的全流程服务；规范服务内容,建立统一的服务体系；建立持续服务机制,确保各项服务长久健康。
[Abstract]:Small personal insurance in rural areas is a preferential policy implemented by the Party and the state, which is conducive to building a new socialist countryside and improving the rural financial system.In June 2008, the pilot Program of Rural small personal Insurance was formally promulgated by the China Insurance Regulatory Commission. The introduction of this standard shows the phenomenon of the lack of basic risk protection for low-income farmers in China.In the future or will be more or less a breakthrough in commercial insurance.Therefore, commercial insurance companies will be the rural micro-insurance market as an important growth point in the future.In the process of developing the rural market, commercial insurance companies have many problems, such as single insurance products, inconvenience in purchasing insurance, uneven quality of sales personnel at the grass-roots level, etc.These problems come down to the quality of rural small personal insurance services.This research literature research method and empirical research method to rural micro-insurance research, explore the quality of rural micro-personal insurance service quality and the ranking of factors, so that commercial insurance companies can improve the service.Promote the development of rural insurance market.This study first introduces the current situation of rural small personal insurance in Shijiazhuang, including the commercial insurance companies involved in the promotion, the promotion strategy of insurance companies, the sale of products and the responsibility of protection.The sales model of the insurance company and the management of the insurance company.Based on the analysis of the problems existing in the service of commercial insurance companies in the process of developing the rural small personal insurance market, the main problems are summarized as follows: fewer insurance products, a single responsibility for protection,The professional quality and level of sales personnel of commercial insurance companies need to be further improved, and the speed of sales and after-sales service before the sale is still not satisfactory.There is no real uniform service standards and requirements; the mobility of sales personnel increases the difficulty of providing quality services to customers.Through the analysis of the problems, this study summarizes the influencing factors of the rural small personal insurance service quality, including the following five points: the insurance coverage is abundant and adapt to the rural market demand, the service is fast and efficient, and there is a unified standard service system.Practitioners are able to provide professional services and services that are sustainable.Based on this, the questionnaire was designed to carry out empirical research, and 20 items were designed to measure the quality of rural small personal insurance service, 200 questionnaires were issued, 167 valid questionnaires were collected.Through factor analysis, five service quality factors are extracted: applicability, efficiency, standardization, specialization and persistence.Then the influence of service quality factor is sorted by structural equation model, and the result of ranking is applicability, efficiency, standardization, specialization and persistence.On the basis of empirical research, this paper provides guidance and suggestions for commercial insurance companies to improve the service quality of small personal insurance in rural areas: to further improve the applicability of products, to expand the scope of protection, to strengthen the construction of specialization in an all-round way.Improve the professional quality and ability of sales personnel; strive to improve service efficiency, create a simple and fast whole process service; standardize the service content, establish a unified service system; establish a continuous service mechanism to ensure the health of all services for a long time.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.62

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