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MBA毕业论文_安保险S分公司车险理赔服务质量问题研究PDF

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内容简介
平安保险S分公司成立于1988年,是中国平安第一家分支机构。成立32 年来,在市政府和市保监局的关怀下,依托平安集团综合优势,凭借自身的实力 和活力,公司业务稳健发展,规模逐年攀升,队伍日益壮大。平安保险S分公司 始终秉承“客户至上,服务至上”的宗旨,旨在以优质的服务品牌赢取广大客户 的信赖。 2020年,银保监会下发的《关于进一步规范车险市场秩序和促进车险高质 量发展有关事项的通知》要求各个保险企业增强合规意识,压实主体责任;加强 机构管控,规范费用管理;保持高压态势,加大查处力度;顺应需求变化,加大 科技赋能;营造良好环境,做好改革准备。受汽车市场萎靡及商车费率改革等因 素影响,车险保费增速持续走低,车险市场乱象开始反弹。本文基于此背景下进 行研究,一方面银保监会下发文件整治市场乱象行为,使各个保险公司从之前重 视车险业务端开始转移到提升车险理赔服务质量。另一方面,随着我国金融市场 准入门槛大幅放开,外资保险公司大量进入中国金融市场,各个保险公司竞争将 不断加剧,所以平安保险S分公司提升车险理赔服务质量刻不容缓。 车险理赔服务质量是指在满足车险理赔客户需求的目的驱动下,确保客户能 够达到预期效果的沟通过程,是客户在特殊的空间中,体验理赔服务感受和对保 险公司理赔服务预期之间的差异,考察服务质量的内容包含三部分:保险公司形 象、保险公司服务结果、保险公司服务过程。本文首先运用大量实例和查阅文献 的方法,介绍国内外保险企业理赔服务特色,总结经验和方法。其次,对平安保 险S分公司理赔服务运行体制及工作模式进行深入研究和探索,通过运用理赔服 务质量6项指标对平安保险S分公司进行数据分析。最后,对办理车险理赔的客 户和车险理赔一线工作人员进行有效的问卷调查,深度分析平安保险S分公司外 部和内部理赔服务存在的问题,总结得出以下几个主要问题,服务人员素质良莠 不齐、部门管理机制僵化、理赔人员工作强度大、薪资低导致无法满足客户正常 理赔服务需求,企业核心文化缺失,管理人员服务意识淡薄等问题,然后对这些 问题进行原因分析,找出影响客户满意度的关键因素。结合上下文的问题及原因 分析提出提升平安保险S分公司理赔服务质量的建议,提升理赔人员服务意识、 优化理赔流程、探索理赔服务创新模式、引进理赔新技术、优化调整管理体系、 建立适应公司发展需求的企业文化等六个方面改善客户满意度及公司品牌形象, 増强平安保险S分公司理赔服务的核心竞争力,促进公司可持续、稳增长的发展。 关键词:平安保险;车险理赔;服务质量 II Abstract Ping An Insurance S Branch was established in 1988 and is the first branch of Ping An Insurance in China. In the 32 years since its establishment, under the care of the municipal government and the Municipal Insurance Regulatory Bureau, relying on the comprehensive advantages of Ping An Group, with its own strength and vitality, the company's business has developed steadily, the scale has increased year by year, and the team has grown. Ping An Insurance S Branch always adheres to the tenet of "customer first, service first", and aims to win the trust of our customers with high-quality service brands. In 2020, the “Notice on Further Regulating the Order of the Auto Insurance Market and Promoting High-Quality Development of Auto Insurance” issued by the China Banking and Insurance Regulatory Commission requires all insurance companies to enhance their compliance awareness and compact their responsibilities; strengthen institutional control and standardize cost management; maintain high pressure Situation, increase investigation and punishment; adapt to changes in demand, increase scientific and technological empowerment; create a good environment and prepare for reform. Affected by factors such as the sluggish auto market and the reform of commercial car rates, the growth rate of auto insurance premiums continued to decrease, and the chaos in the auto insurance market began to rebound. Based on this background, this article conducts research. On the one hand, the China Insurance Regulatory Commission issued documents to rectify market chaos, so that various insurance companies have shifted from paying attention to the auto insurance business to improving the quality of auto insurance claims services. On the other hand, as my country's financial market entry barriers have been greatly liberalized, foreign insurance companies have entered the Chinese financial market in large numbers, and competition among various insurance companies will continue to III intensify, so it is imperative that Ping An Insurance S Branch improve the quality of auto insurance claims services. The quality of auto insurance claims service refers to the communication process driven by the purpose of satisfying the needs of auto insurance claims customers to ensure that customers can achieve the expected results. It is the difference between the customer experience of the claims service and the expectations of the insurance company's claims service in a special space. The content of the inspection service quality includes three parts: the image of the insurance company, the service results of the insurance company, and the service process of the insurance company. This article first uses a large number of examples and methods of consulting the literature, introduces the characteristics of domestic and foreign insurance companies' claims services, and summarizes their experience and methods. Secondly, it conducted in-depth research and exploration on the operating system and working mode of the claims service of Ping An Insurance S Branch, and analyzed the data of Ping An Insurance S Branch by using 6 indicators of the quality of claim service. Finally, an effective questionnaire survey was conducted on customers and auto insurance claims front-line workers handling in-depth claims, in-depth analysis of the problems existing in the external and internal claims services of Ping An Insurance S Branch, and the following main issues were summarized. The quality of service personnel varies, The rigid management mechanism of the department, the intensity of the work of the claimants, and the low salary caused the failure to meet the customers' normal claims service needs, the lack of the core culture of the company, and the weak sense of service of the management personnel. The key factor. Combined with the contextual issues and reasons analysis, it puts forward suggestions to improve the quality of the claims service of Ping An Insurance S Branch, improve the service awareness of claimants, optimize the claim process, explore the innovative model of claim services, introduce new claims technology, optimize and adjust the management system, and establish the company's development Demand of corporate culture and other six aspects to improve customer satisfaction and the company's brand image, increase the core competitiveness of the Ping An Insurance S branch's claims service, and promote the company's sustainable and stable growth. Keywords: Ping An Insurance; Auto insurance claims; The quality of service IV 目录 摘要 ............................................................. I Abstract .......................................................... II 一、绪论 .......................................................... 1 (一) 研究背景 ................................................. 1 (二) 研究意义 ................................................. 1 (三) 研究思路与内容 ........................................... 2 1.研究思路 ................................................ 2 2.研究内容 ................................................ 3 (四) 研究方法 ................................................. 4 1.归纳演绎法 .............................................. 4 2.实例分析法 .............................................. 4 3.文献研究法 .............................................. 4 4.问卷调研法 .............................................. 4 5.统计分析法 .............................................. 4 二、理论基础及文献综述 ............................................ 5 (一)理论基础 ................................................ 5 1.服务利润链理论 .......................................... 5 2.服务质量5GAP模型 ....................................... 6 (二)文献综述 ................................................ 7 1.国外对车险理赔服务质量的研究 ............................. 7 2.国内对车险理赔服务质量的研究 ............................. 8 3.国内外研究述评 .......................................... 9 (三)车险理赔服务质量相关知识 ................................ 9 1.机动车保险理赔服务质量的含义 ............................. 9 2.车险理赔服务质量概述 ................................... 10 3.车险理赔服务质量评价体系................................ 10 V 三、平安保险S分公司车险理赔服务现状.............................. 12 (一)平安保险S分公司简介 ................................... 12 (二)平安保险S分公司车险理赔现状............................ 14 1.平安保险S分公司车险理赔服务组织的现状 .................. 14 2.平安保险S .............. 15 (三) 车险理赔服务流程 ......................................... 15 (四)平安保险S分公司车险理赔服务质量评价 .................... 17 1.结案率分析 ............................................. 17 2.结案周期分析 ........................................... 17 3.小额案件结案周期指标分析................................ 18 4.承诺达成率指标分析 ..................................... 19 5.查勘定损人员充足度指标分析.............................. 19 6.立案投诉率指标分析 ..................................... 20 7.总结 ................................................... 21 (五)内外部需求调研与分析 ................................... 22 1.内部员工需求调研与分析 ................................. 22 2.外部客户需求调研与分析 ................................. 24 3.需求分析与总结 ......................................... 26 (六)车险理赔服务存在的问题 ................................. 27 1.服务人员素质良莠不齐 ................................... 27 2.部门管理机制僵化,条令执行不严 .......................... 28 3.查勘人员技术落后,工作强度大、效率低 .................... 28 4.理赔部门领导层工作拖沓,社会服务意识淡薄 ................ 29 5.缺少符合企业核心精神的诚信理赔文化 ...................... 30 四、平安保险S分公司车险理赔服务问题的原因分析 .................... 31 (一)理赔服务人员素质不高的原因分析 .......................... 31 1.理赔服务人员招聘流程有待优化 ............................ 31 2.理赔服务人员忠诚度较低 ................................. 31 3.理赔服务人员缺乏培训 ................................... 32 VI (二)管理机制执行不力的原因分析.............................. 32 1.理赔管理体系不完善 ..................................... 32 2.理赔服务监控指标体系缺失................................ 33 (三)一线查勘员工效率低下的原因分析 .......................... 33 1.培养理赔服务人员难度加大................................ 33 2.理赔服务人员工作压力大、薪资低 .......................... 33 3.查勘技术落后,未能有效利用科技资源 ...................... 35 (四)理赔管理人员服务意识欠缺的原因分析 ...................... 35 1.理赔管理人员素质有待提升................................ 35 2.企业内部考核指标不合理 ................................. 35 (五)企业核心诚信文化匮乏的原因分析 .......................... 36 1.企业文化发展落后 ....................................... 36 2.企业管理人员危机意识不强................................ 36 五、平安保险S分公司车险理赔服务质量提升建议 ...................... 37 (一)不断提升工作团队素质 ................................... 37 1.加强专业技能培训 ....................................... 37 2. 提升员工关怀 .......................................... 37 3............................... 38 (二)积极调整和优化管理体系 ................................. 39 1.建立服务指标考核体系 ................................... 39 2.建立全流程投诉防范体系 ................................. 39 (三)提高理赔服务人员工作效率 ............................... 40 1.优化理赔服务人员片区分配................................ 40 2.理赔与销售的融合 ....................................... 40 3.提高待遇,加强监督管理 ................................. 41 4.提升理赔客户APP活跃使用率.............................. 41 (四)加强理赔服务社会亲民化 ................................. 43 1.有效推动理赔管理人员要事优先 ............................ 43 2.优化理赔程序 ........................................... 43 VII (五)建立适应公司发展需求的企业文化 .......................... 43 六、研究结论与不足 ............................................... 44 (一)研究结论 ................................................. 44 (二)研究不足 ................................................. 44