随着中国经济的发展,保险业在国民经济和居民生活中的作用日益提高,对

保险业的实证研究和理论研究也愈显重要。虽然我国的保险业发展迅猛,但是服

务一直跟不上,特别是售后服务,受制于人员素质的原因,一直是保险业的弱项,

顾客对保险公司的满意度一直不是很高,这严重制约了保险业的健康发展。在这

种背景下,本文以生命人寿保险公司株洲支公司为对象,对影响保险业顾客满意

度和忠诚度的因素进行研究,以便找出原因,制定具体的措施,完善公司的服务,

提高顾客的满意度和忠诚度。

本文首先对顾客满意度的相关理论和文献进行了综述;然后对生命人寿株洲

支公司顾客满意度测评体系进行研究,从续保理赔、日常服务、企业形象、顾客

期望以及产品品种等方面设计了测评指标体系,并对满意度指标的计算方法进行

了设计;其后对生命人寿株洲支公司的顾客满意度进行市场调查,发现满意度总

体偏低,这主要是受人寿保险品种不能满足社会需求、内部不规范导致服务水平

较低、营销人员素质与服务要求不匹配、保险代理人与客户信息不对称、消费者

对于人寿保险的认识与理解不足等因素的影响;最后从产品、服务、客户关系、

以及员工队伍管理等方面提出了生命人寿株洲支公司顾客满意度提升的对策。

通过对生命人寿株洲支公司顾客满意度较为系统的研究,为其进一步发展提

供有意义的思路和方法,并期望能够对其他寿险公司在提升顾客满意度、以及提

高公司竞争力方面起一定的参考作用。

关键词:寿险公司;顾客满意度;寿险产品;客户关系管理;测评体系

II

生命人寿保险株洲支公司顾客满意度研究

Abstract

With the development of the insurance industry,the role of the insurance industry

in the national economy and residents' living is become more and more important.

Empirical and theoretical research on insurance industry is a matter of cardinal

importance. Although the development of China's insurance industry is expanding by

leaps and bounds, the service of insurance still can't keep up with it, especially in

after-sales service. Subject to the quality of personnel, it has been the weakness of the

insurance industry, customer satisfaction degree of the life insurance companies has

not been very high, which severely restrict the healthy development of the insurance

industry. This article takes Zhuzhou branch office of Sino Life Insurance Co., Ltd as

the object of research. We study factors that affect customer satisfaction degree and

customer loyalty degree of insurance industry. We expect to find causes behind, and

develop some specific measures to improve services quality of company and to

enhance the customer satisfaction degree and customer loyalty degree.

Firstly, we state the theory and practice value of research on customer satisfaction

degree of Zhuzhou branch office of Sino Life Insurance Co., Ltd and review relevant

theories and literature. Secondly, we study evaluation system on customer satisfaction

degree of Zhuzhou branch office of Sino Life Insurance Co.,Ltd,devise evaluation

system from renewable insurance and settlement of claims,daily service, corporate

image, customer expectation and types of product etc. program computing methods on

indicators of customer satisfaction. Then,we make a market survey on customer

satisfaction degree of Zhuzhou branch office of Sino Life Insurance Co.,Ltd. We find

the customer satisfaction degree is low, the reasons is supposed to be as follows: The

variety of life insurance cannot meet the social needs,weak internal norms lead to

lower service levels, quality of marketing staff cannot catch up with service

requirements, asymmetric information between insurance agent and customer,

consumers' lacking of awareness and understanding of the life insurance and so on. At

last, we offer some proposals to enhance customer satisfaction of Zhuzhou branch

office of Sino Life Insurance Co.,Ltd from aspects such as product, service, customer

relation and management of staff and so on.

In this paper, we study more on customer satisfaction degree of the Zhuzhou

branch office of Sino Life Insurance Co., Ltd and provide some meaningful thoughts