【摘要】：在全球經(jīng)濟一體化的趨勢下,外國保險公司不斷涌入國內(nèi),使原本已競爭激烈的國內(nèi)壽險市場進入白熱化階段。壽險公司在產(chǎn)品、價格難以實現(xiàn)差異化的情況下,改善服務(wù)品質(zhì)成為各公司提升核心競爭力的重要手段之一。營業(yè)網(wǎng)點是壽險公司提供服務(wù)的主要場所,代表著壽險公司的自身形象,決定客戶對該公司的滿意程度。因此,提升營業(yè)網(wǎng)點的服務(wù)質(zhì)量,成為當今壽險公司穩(wěn)定客戶群體,增強公司競爭力的重要手段。 本文從客戶角度出發(fā),理論聯(lián)系實際,采用定性分析和定量分析相結(jié)合的方法,針對壽險公司營業(yè)網(wǎng)點進行客戶服務(wù)質(zhì)量測評和提升策略研究。首先,在回顧國內(nèi)外有關(guān)服務(wù)質(zhì)量、客戶滿意度、服務(wù)質(zhì)量評價等文獻的基礎(chǔ)上,探討了壽險營業(yè)網(wǎng)點客戶服務(wù)質(zhì)量的影響因素及其對公司經(jīng)營和品牌的影響,并結(jié)合H壽險公司營業(yè)網(wǎng)點的業(yè)務(wù)狀況,對其服務(wù)質(zhì)量的現(xiàn)狀及存在的主要問題進行了定性分析。接著,借鑒國際SERVQUAL模型,結(jié)合壽險公司營業(yè)網(wǎng)點的特征,構(gòu)建了該營業(yè)網(wǎng)點的服務(wù)質(zhì)量測評模型。模型中將壽險營業(yè)網(wǎng)點服務(wù)質(zhì)量劃分成三個一級指標,即形象質(zhì)量、技術(shù)質(zhì)量、過程質(zhì)量,并將它們細分成二十二個測評指標,通過調(diào)查問卷和實地采訪的方式,獲取相關(guān)數(shù)據(jù),運用線性回歸方法確定各項指標的權(quán)重,計算出該營業(yè)網(wǎng)點客戶服務(wù)質(zhì)量的得分值。最后,結(jié)合H壽險公司營業(yè)網(wǎng)點客戶服務(wù)中存在的問題及其服務(wù)質(zhì)量測評結(jié)果的得分情況,從宏觀策略和具體措施兩個層面提出了提升客戶服務(wù)質(zhì)量水平的相關(guān)對策。
[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.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F842.3

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