H寿险公司营业网点客户服务质量评价及提升策略

发布时间：2019-05-28 01:50

【摘要】：在全球经济一体化的趋势下,外国保险公司不断涌入国内,使原本已竞争激烈的国内寿险市场进入白热化阶段。寿险公司在产品、价格难以实现差异化的情况下,改善服务品质成为各公司提升核心竞争力的重要手段之一。营业网点是寿险公司提供服务的主要场所,代表着寿险公司的自身形象,决定客户对该公司的满意程度。因此,提升营业网点的服务质量,成为当今寿险公司稳定客户群体,增强公司竞争力的重要手段。本文从客户角度出发,理论联系实际,采用定性分析和定量分析相结合的方法,针对寿险公司营业网点进行客户服务质量测评和提升策略研究。首先,在回顾国内外有关服务质量、客户满意度、服务质量评价等文献的基础上,探讨了寿险营业网点客户服务质量的影响因素及其对公司经营和品牌的影响,并结合H寿险公司营业网点的业务状况,对其服务质量的现状及存在的主要问题进行了定性分析。接着,借鉴国际SERVQUAL模型,结合寿险公司营业网点的特征,构建了该营业网点的服务质量测评模型。模型中将寿险营业网点服务质量划分成三个一级指标,即形象质量、技术质量、过程质量,并将它们细分成二十二个测评指标,通过调查问卷和实地采访的方式,获取相关数据,运用线性回归方法确定各项指标的权重,计算出该营业网点客户服务质量的得分值。最后,结合H寿险公司营业网点客户服务中存在的问题及其服务质量测评结果的得分情况,从宏观策略和具体措施两个层面提出了提升客户服务质量水平的相关对策。
[Abstract]:Under the trend of global economic integration, foreign insurance companies continue to pour into China, so that the already competitive domestic life insurance market into the white-hot stage. Under the condition that life insurance companies are difficult to differentiate their products and prices, improving service quality has become one of the important means for companies to enhance their core competitiveness. Business network is the main place for life insurance companies to provide services, which represents the image of life insurance companies and determines the satisfaction of customers with the company. Therefore, improving the service quality of business outlets has become an important means for life insurance companies to stabilize customer groups and enhance their competitiveness. From the point of view of customers, combining theory with practice, this paper adopts the method of qualitative analysis and quantitative analysis to study the evaluation and improvement strategy of customer service quality for the business outlets of life insurance companies. First of all, on the basis of reviewing the literature on service quality, customer satisfaction and service quality evaluation at home and abroad, this paper probes into the influencing factors of customer service quality of life insurance business outlets and their influence on the management and brand of the company. Combined with the business situation of H life insurance company, the present situation and main problems of service quality of H life insurance company are qualitatively analyzed. Then, using the international SERVQUAL model for reference, combined with the characteristics of the life insurance company business network, the service quality evaluation model of the business network is constructed. In the model, the service quality of life insurance business outlets is divided into three first-level indicators, namely, image quality, technical quality and process quality, and they are divided into 22 evaluation indicators, through questionnaires and field interviews. The relevant data are obtained, the weight of each index is determined by linear regression method, and the score of customer service quality of the business network is calculated. Finally, combined with the problems existing in the customer service of H life insurance company and the score of the evaluation results of service quality, this paper puts forward the relevant countermeasures to improve the level of customer service quality from two aspects of macro strategy and concrete measures.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3

【参考文献】