摘要
随着保险业的快速发展和保险消费者维权意识的增强，保险服务质量得到社
会各界更多的关注，顾客对服务质量的要求也变得日益严格起来。由于保险服务
的无形性，其质量的衡量也成为了一大难题。如今，很多保险公司都越来越重视
保险服务质量，并将服务质量的提升作为公司经营管理的重中之重，但并没有一
个成型的、可操作的评价指标体系能够使得保险公司经营管理者明确了解顾客对
其服务质量的满意情况。保险公司想了解顾客对其服务的满意程度，必须从顾客
感知的角度出发，了解顾客从哪些方面对保险服务质量进行评价

本文基于大量文献阅读及对多家保险公司的深入访谈，在 SERVQUAL 模型的
基础上，将顾客感知的保险业服务质量划分为 5 个维度，其中剔除了有形性，并
增加了持续改进性，同时设计出共含有 15 个问项的评价指标体系。整个保险业
服务质量评价指标体系的内容紧紧围绕顾客感知，对保险业服务质量进行不同维
度的描述，以达到良好测量保险业服务质量水平的目的。本文采取通过问卷星进
行网络发放问卷以及实地发放，删除明显错误及不合要求的问卷后共获得 170
份有效问卷，利用统计分析软件 SPSS 21.0 及 Amos 21.0 对搜集的问卷数据进行
描述性统计分析、信度效度检验、指标体系模型检验。最终得出结论：保险公司
可以通过可靠性、响应性、保证性、移情性及持续改进性等对保险业服务质量进
行评价。最后，本文总结了本研究的主要结论，并提出了研究启示及研究不足与
展望

关键词：顾客感知；服务质量；保险业工商管理专业硕士论文
II
Abstract
While the insurance industry is now in rapid development, the consumers are
getting more concentrated on their rights, and their demand for quality of service is
also becoming increasingly strict. Because of the invisibility of insurance service, it is
very hard to measure its quality. Today, many insurance companies pay more and
more attention to service quality, but there is not a good evaluation system that can
measure the customer’s satisfaction from the service. If someone wants to collect
the information of his customers’ satisfaction, he has to choose a perspective of
customer, then try to understand what his customers are concentrated on.
In the preparation work, I had read a large number of literature and done some
in-depth interviews of employee from many different insurance companies. I chose
the SERVQUAL model as the basic evaluation model, divided the customer
awareness of insurance service quality into five dimensions, with the tangibility
excluded while continuous improvement included, and designed one more evaluation
system containing 15 items. The system based on customer perceptions of service
quality evaluation system, with a description of insurance service quality from
different dimensions, towards a good measuring of insurance service quality. I
distributed a questionnaire through the Wenjuanxing application, and 170
questionnaires in all are valid. I used SPSS 21.0 and Amos21.0 to analysis the
descriptive statistics, reliability, and finished the validity test and the index system of
model test. Conclusion: the insurance service quality can be evaluated by reliability,
responsiveness, assurance, empathy and continuous improvement on the insurance
industry. This paper summarizes the main conclusions of this study, and put forward
the research revelation, and insufficient research and outlook.
Key words: Customer Perception; Service quality; insurance industry中国保险业服务质量评价指标体系研究
III
目 录
摘要I
Abstract..........II
第 1 章 绪 论1
1.1 研究背景.........1
1.2 研究问题.........1
1.3 研究意义.........2
1.3.1 理论意义..........2
1.3.2 实践意义..........2
1.4 研究内容及研究方法.2
1.4.1 研究内容..........2
1.4.2 研究方法..........3
1.5 创新之处.........4
第 2 章 相关文献综述5
2.1 服务质量的概念.........5
2.2 服务质量的维度.........6
2.3 服务质量评价指标体系.........7
2.4 保险业服务质量评价.8
第 3 章 保险业服务质量评价模型设计......11
3.1 深度访谈.......11
3.1.1 设计访谈提纲11
3.1.2 访谈过程........11
3.1.3 访谈结果的初步处理12
3.2 评价维度的提炼.......13
3.3 保险服务质量评价指标的提出及量表开发...........15
第 4 章 保险业服务质量评价指标体系的实证检验..........17
4.1 数据搜集和整理.......17
4.2 描述性分析...18
4.3 信度检验.......19
4.4 量表效度检验...........19
4.5 指标体系模型检验...21工商管理专业硕士论文
IV
4.6 预测效度检验...........22
第 5 章 结论与展望..24
5.1 主要结论.......24
5.2 研究启示.......25
5.3 不足与展望...26
参考文献1
致谢......30
附录 1：调查问卷.
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