所以，推进保险行业供给侧结构性改革，必须优化完善保险服务质摘要
II
量的供给，不断提升客户满意度
客户是否满意是一种直观感受，是通过对某一产品或服务可感
知的效果与他的期望值比较后所形成的愉悦或失望的状态。进行客
户满意度管理，关注服务细节，需要在控制客户期望值的同时管理
客户实际的体验效果。客户满意度的管理方式也需要从客户关系管
理逐渐向客户体验管理转移
本文选取了 YG 保险河南分公司作为研究案例，综合了各方面
的调查数据，深入剖析了 YG 保险河南分公司在客户服务方面客户
满意度所存在的问题。通过研究，本文发现 YG 保险河南分公司的
客户满意度存在着结构性的失衡问题，客户对非车险服务的满意度
较高，而对车险服务的满意度较低；对 YG 保险河南分公司的客户
推荐意愿指数也较低，仅在 50%左右。同时，客户对 YG 保险河南
分公司不满意的焦点集中在理赔业务的办理上，主要表现对保险条
款存在争议、理赔结果与预期不符、理赔时效性差、理赔与销售宣
传不一致、理赔申诉手续繁琐等方面。在 YG 保险河南分公司客户
服务的资源投入上，也有严重的失衡问题，过度注重高端客户而基
础服务供给不足。作为中国大陆传统的大型保险公司，面对互联网摘要
III
金融的冲击，以及保险公司之间的相互模仿，YG 保险河南分公司原
先的客户服务竞争优势也在不断消退，公司的服务举措、服务内容
也越来越难以适应客户需求灵活性变化的需要，而且从软硬件设施
的配置上，YG 保险河南分公司的客户服务还存在着专业人才缺乏、
信息化建设滞后等各项问题
为了改善 YG 保险河南分公司客户服务供给结构对客户需求变
化的适应性和灵活性，本文认为，YG 保险河南分公司需要在制度上
明确确立客户满意度提升的原则，保持优势与提升“短板”都要重视，
在保持非车险客户较高满意度的同时，大力提升车险服务“短板”
公司形象也是公司服务质量的典型代表，要采用各类渠道大力宣传
公司形象，提升公司的社会声誉，创立公司服务品牌。要强化内部
管理，精准定位客户服务需求，培养履约践诺服务意识，切实形成“以
客户为中心”的服务理念。不断创新产品和服务，扩充服务内容，完
善服务流程，简便服务提供、业务办理的程序，构建服务补救措施，
提供延展服务。同时公司要加大人才团队建设，合理配置公司资源，
提升公司的信息化水平，实现公司客户服务质量软硬件设施的整体
提升。YG 保险公司是中国大型保险公司之一，在保险行业具有较大摘要
IV
的社会声誉和影响力。改善客户服务质量，提升客户满意度，必将
能在行业内产生较大的溢出效应，影响整个保险行业客户服务质量
的提升，有力推动保险行业的供给侧结构性改革
关键词：保险公司；客户服务；满意度ABSTRACT
V
RESEARCH ON THE STRATEGY OF IMPROVING CUSTOMER
SATISFACTION OFYG INSURANCE HENAN COMPANY
ABSTRACT
After Chinese economy has entered a new norm, increasing downward pressure on the
economy, the slowdown in economic growth, optimization and upgrading of economic structure,
the face of this new situation, how to promote the stable and healthy development of the
insurance company, how to promote the supply side structural reforms in the insurance industry,
is an important research topic. Especially, China insurance market, the insurance company
launched all kinds of products and service homogeneity, insurance companies in the increasingly
fierce competition, the focus of competition is gradually from the original premium competition,
price competition and agent selection competition to enhance customer service satisfaction to the
competitive transfer. In 2014, the State Council issued on accelerating the development of
modern insurance services industry views, 2016 8, 13th Five-Year development plan Chinese
insurance issued, clearly pointed out the need to promote the transformation of the mode of
development of insurance companies, improve the quality of service, efforts to reduce operating
costs, to provide high quality and low price, credit insurance products and services to enhance
the management level and service quality of insurance institutions. So, push the insurance
industry supply side structural reform, must optimize the service quality of insurance supply,ABSTRACT
VI
continuously improve customer satisfaction.Whether the customer is satisfied is a kind of feeling,
is through the comparison of a product or service can perceive the effect and his expectations
after the formation of the state of pleasure or disappointment.
This paper selects the YG insurance company as a case study, combined with the survey
data from all aspects, in-depth analysis of the YG insurance company in customer service
customer satisfaction problems. Through the research, this paper found that YG insurance
company&39;s customer satisfaction exists the problem of structural imbalances, higher satisfaction
of customer service for life insurance, insurance service satisfaction is low; the YG insurance
company&39;s customer willingness to recommend index is low, only about 50%. At the same time,
customers focus on YG insurance company is not satisfied on the procedures for claims business,
mainly in dispute, claim results inconsistent with the expected claims, timeliness, claims and
sales promotion is not consistent, appeal cumbersome aspects of insurance clauses. In the YG
insurance customer service resources investment, there is also a serious imbalance, excessive
focus on high-end customers and insufficient supply of basic services. As China&39;s traditional large
insurance companies, in the face of the impact of Internet banking, as well as mutual imitation
between insurance companies, YG insurance company&39;s customer service competitive advantage
is also in constant regression. YG insurance company service initiatives, service content is more
and more difficult to adapt to the needs of the customer demand flexibility, but also from the
social software and hardware configuration, the YG insurance company customer service are lack
of professional talents, information-based construction is lagging behind the question.
In order to improve the YG insurance company customer service supply structure changes
in customer demand adaptability and flexibility, this paper argues that the YG insurance company
in the system need to establish clear customer satisfaction principle, keep the advantage and
promotion of short board should pay attention to, maintain a high level of customer satisfactionABSTRACT
VII
in life insurance at the same time, vigorously promote the insurance service short board.
Company image is a typical representative of the company&39;s service quality, we should use all
kinds of channels to promote the company&39;s image, enhance the company&39;s social reputation, the
creation of the company&39;s service brand. To strengthen internal management, precise positioning
of customer service needs, training performance Jiannuo service consciousness, the formation of
customer-centric service concept. At the same time the company should increase the talent
team construction, rational allocation of company resources, improve the company&39;s level of
information, to achieve the overall improvement of the company&39;s customer service quality
software and hardware facilities. YG insurance company is one of the largest insurance
companies in China. It has a great social reputation and influence in the insurance industry. To
improve customer service quality, improve customer satisfaction, will produce greater spillover
effects in the industry, affecting the quality of customer service of the insurance industry, a strong
impetus to the supply side of the insurance industry structural reform.
Li Nan(MBA)
Supervised by ProfessorYu Junying
KEYWORDS:insurancecompany;customerservice;satisfaction目录
VIII
目录
摘要.....I
ABSTRACT.....V
第 1 章 绪论.....1
1.1 选题的背景.....1
1.2 选题的意义.....2
1.2.1 理论意义
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