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Insurance Customer Satisfaction Empirical Research and Analysis

Author: QianZuo
Tutor: ChenYi
School: Southwestern University of Finance and Economics
Course: Marketing Management
Keywords: Insurance company Customer satisfaction Service Properties Service Aware
CLC: F842.3;F224
Type: Master's thesis
Year: 2010
Downloads: 323
Quote: 0
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Abstract

Restore domestic insurance business since 1980, China's insurance industry has experienced significant changes. The past 20 years, the insurance industry to the average annual rate of more than 30% over conventional development, far more than the average annual growth rate of about 9.8% of the national economy. Insurance, from a little-known term, gradually into the homes of ordinary people has become an indispensable part of people's lives. The insurance business in more than 20 years of pioneering period the number of not only determine the survival of the insurance company, and also determine the outcome of the insurance practitioners. Thus insurance to take a more \Such a strategy is a necessity and rationality of it exists at a particular stage of development of the insurance industry. However, such an extensive operation the salient features are: re-size, light-effectiveness; heavy exhibition industry, light management; heavy business, light service. Although this strategy has the moment of power, however, is not a permanent solution. Society development, the emergence of the Internet, financial deregulation, privatization and the wave of globalization, as well as the endless stream of technological innovation and other factors together to form an unprecedented fierce competition in the new market environment. Competitive environment urgently requires the insurance company philosophy is constantly updated, you want the center of the enterprise management gradually shifted to the customer or the customer satisfaction as the center. According to an authoritative survey data show that insurance company profits lies in the outset, selecting the right customers, and at least he retained for five years or more. So, in today's highly competitive insurance market, maximizing the satisfaction of the company's policyholders is the holy grail of gaining a competitive advantage. Customer demand-oriented basic idea is to know how to discover and meet the needs of customers, maximize customer satisfaction and customer loyalty, thereby increasing its market share. Therefore, the top priority of the Chinese-funded insurance companies must fundamentally change the existing business ideas, ways and means to establish a customer-centric business philosophy to continuously improve customer satisfaction, and improve their market competitiveness. Implementation of the strategy of customer satisfaction, is one of the important means to successfully deal with the challenges of the insurance companies, to implement a customer satisfaction strategy, you must first be able to quantitative determination of the degree of customer satisfaction, therefore, Customer Satisfaction Measurement System of the insurance company, the insurance company can the requirements of sustainable development, has important practical significance. For customer satisfaction theory research has been going on for decades, but previous studies limited to qualitative description, operability is not strong. Truly quantitative evaluation SCSB in Sweden in 1989 after the establishment of the first national customer satisfaction index. Over the last few years, the United States, Japan, the EU, New Zealand and other countries have established a national customer satisfaction index. These models and methods of our Customer Satisfaction Measurement System of great significance, but they reflect the economic health and quality of economic output from the macro level, with different microscopic field. Particular businesses, we want to examine the level of overall customer satisfaction, but also about the good and bad of the specific indicators that affect overall customer satisfaction for future improvements. Insurance as a special service industry, its products different from tangible products, traditional customer satisfaction theory and research methods of manufacturing-based insurance services marketing practice is difficult to directly use the Customer Satisfaction Measurement The system has obvious characteristics of the industry, you need a more personalized evaluation indicators and processing methods. However, look at the information available from the author, for very few quantitative studies of the insurance company customer satisfaction evaluation system. At home and abroad customer satisfaction evaluation model based on this thesis, using a combination of qualitative and quantitative analysis method, empirical analysis to study the impact of our insurance company customer satisfaction factors in China's life insurance industry for the object, and for insurance improve service marketing strategy of the company to provide a useful reference. This thesis summarizes the research literature at home and abroad on customer satisfaction and customer satisfaction on the source on the concept of customer satisfaction and customer satisfaction concept, characteristics and testing methods. At home and abroad than the typical customer satisfaction evaluation model to sort out the basic theory, focusing summarizes the variable characteristics of each model and the evaluation index. In order to better reflect the insurance industry as the special nature of the service industry, the paper also specifically recommended that the expansion of the service industry customer satisfaction theory, expounded the particularity of customer satisfaction in the services industry and affect customer satisfaction with the service attribute classification, and are a few examples of typical service industry customer satisfaction evaluation model, and to lay the foundation for the insurance company customer satisfaction evaluation model proposed. Based on a combination of a lot of the literature review, the author satisfaction measurement models used by the Institute, and each of these variables to the life insurance company's point of view the detailed explanation and design related evaluation index, the model based on the proposed The empirical study will verify three hypotheses. To verify the model and assumptions in empirical research, I designed the questionnaire in this study, to occupy the domestic life insurance market, more than half the share of China Life customer survey, a total of 287 valid questionnaires recovery. Data collation and entry, statistical analysis using SPSS software. Data analysis and research contributions: (1) a descriptive analysis of the demographic characteristics, the following conclusions: the men and women basically the same but slightly more female customers in the purchase of life insurance products, the ages mainly distributed in the 35-year-old -54 years old, this part of the customer more for entering middle age, a successful career or groups tend to be stable for insurance coverage needs to become the main force of the purchase of life insurance products. Occupy most of the customers in the purchase of life insurance products, enterprise workers, government agencies and institutions of workers, medical educational institutions and workers ranked second and third, which is due to the current situation of China's current government departments, institutions public. unit of work, the benefits relative to the more stable enterprises. Crowd in the purchase of life insurance products, the average monthly income of more than tend to 5000 yuan -7999 yuan, the level of education for undergraduate and specialist, which is closely related to the distribution and age structure; (2) factor analysis of questionnaire data, according to variance contribution rate of each principal components were extracted five factors, the number of variables contained in agreement with the model proposed in this study, the design of the questionnaire to reflect the model profiles, a high level of reliability and validity, can used for subsequent statistical analysis and hypothesis testing; (3) in the analysis of variance of the data can be drawn, even if the customer expectations alone does not significantly affect the degree of perceived value, but when the customer expectations and perceived quality together The perceived value of the degree of influence of their interaction is highly significant. In addition, separate the role of perceived quality and perceived value of the degree of influence is also highly significant. Analysis of influencing factors of customer satisfaction, we can see that customer expectations alone does not significantly affect the degree of customer satisfaction, perceived quality and perceived value have a significant effect on customer satisfaction; three variables regardless are pairwise interaction or interaction, customer satisfaction has a significant impact. The above two conclusions illustrate and rational use of the management of customer expectations, insurance companies can improve customer satisfaction, improve customer service perception; (4) in the customer satisfaction and customer loyalty, we can see that Whether using the Pearson correlation coefficient or Spearman correlation coefficient, can come to the customer satisfaction and customer loyalty. highly positively correlated with the conclusion. This shows that customer satisfaction increase will help generate customer loyalty, but we have to note that, even if the customer satisfaction score higher, but once the insurance company cut prices, customers will still choose surrender away price cuts the company to buy similar products . This reveals the domestic insurance market is a very common phenomenon, and that the insurance product homogeneity serious, in the case of the same or similar products, the customer will, of course, choose a more affordable company. In addition, since the author is limited knowledge of statistics, the papers there are a lot of inadequacies. Select variables, for example, may ignore the potential impact factors; survey object to select only the leader of China Life, the life insurance industry, more in-depth research in the future can select several representative life insurance companies, more objective and scientific conclusions; analysis using SPSS statistical software, just proposed hypotheses, there is no in-depth analysis of the influence the relationship between variables. Implore experts and scholars put forward constructive ideas, I will further improve in the future work and learning and exploration.

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