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AB集团银行保险服务补救策略研究_MBA毕业论文DOC

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文本描述
摘要
摘要
随着我国金融市场发展的逐步成熟,“银行保险”这一新的金融词汇已经
进入理论和行业领域。中国保险业的管理不断进步,但服务问题仍然是制约整
个行业发展的突出问题。AB集团作为一家全球性的保险公司,在银行保险业务
开展过程中也面临着一些客户投诉。虽然 AB集团通过多年的经验积累建立了较
为完善的服务质量监督体系和服务失误档案,但是其在服务的系统性方面还存
在一些问题,处理和防范客户投诉的能力不足,导致客户投诉的案件屡有发生。
在投诉发生后,AB集团有时不能快速响应与客户达成共识,往往导致投诉重复,
投诉升级,给企业形象造成损害。而根据以往的研究,正确的及时的服务补救
策略的实施是在服务失误之后安抚顾客情绪,挽回企业形象的最有利的手段之
一。将服务补救策略融入到 AB集团现有的服务质量监督体系中是十分必要的。
然而,截止至目前为止,国内外很少有关于保险行业,尤其是银行保险业
务开展中服务补救策略的研究。鉴于此,本文将以 AB集团银行保险业务开展中
的服务补救策略为研究对象,查阅了 AB集团历年服务质量监督台账,分析典型
的服务失误和服务补救案例,并结合问卷调查的方式,分析了 AB集团银行保险
业务服务补救中存在问题及其成因。在充分解读 AB集团银行保险服务补救现状
和分析其市场竞争性的基础上,在加强一线员工的职业素养、开通多元客户联
系渠道和投诉渠道、以及加强服务补救工作的系统性三方面提出了完善 AB集团
服务补救策略的相关建议。
关键词:银行保险;服务补救;补救策略
I

Abstract
Abstract
The new financial vocabulary "bancassurance" has entered the theoretical and
industrial fields the under the gradual maturity of China's financial market. The
overall management level of China's insurance industry is constantly improving, but
overall service quality is still a bottleneck that restricts the development of the entire
industry. As a global insurance company, AB Group also faces some customer
complaints during the development of its bancassurance business. Although AB
Group has established a relatively complete service quality supervision system and
service error files through years of experience. The systematic aspect of service
quality management is still a challenge. The key system for handling and preventing
customer complaints is not perfect, resulting in frequent customer complaints. After
complaints occur, AB Group usually cannot respond quickly to reach a consensus
with customers, which often leads to repeated complaints, escalation of complaints,
and damage to the corporate image. According to previous studies, the
implementation of correct and timely service remediation strategies is one of the most
advantageous means to calm customers' emotions and restore corporate image after
service failures. It is very necessary to integrate the service recovery strategy into the
existing service quality supervision system of AB Group.
However, up to now, there are few researches on service recovery strategies in
the insurance industry, especially the bancassurance business, at home and abroad.
Therefore, this study focuses on improving the service recovery system in the
development of AB group's bancassurance business. By consulting the service quality
supervision account of AB group for many years, this paper analyzes the typical
service errors and service recovery cases. At the same time, through a questionnaire
survey, this paper analyzes the problems and causes in AB group's bancassurance
service recovery. On the basis of fully interpreting the current situation of AB Group's
bancassurance service remediation and analyzing its market competitiveness, it has
proposed improvements in three aspects, namely, strengthening the professionalism
of front-line employees, opening multiple customer contact channels and complaint
channels, and strengthening the systemic service remediation work.
Keywords: bancassurance; service remedy; remedial strategy
II

目录
目录
摘要........................................................................................................I
ABSTRACT..............................................................................................II
第一章绪论............................................................................................. 1
第一节研究背景与研究意义.............................................................................. 1
一、研究背景..........................................................................................................................1
二、研究意义..........................................................................................................................2
第二节研究内容与方法...................................................................................... 3
一、研究内容..........................................................................................................................3
二、技术路线..........................................................................................................................4
三、研究方法..........................................................................................................................5
第三节本研究的创新点...................................................................................... 6
第二章国内外研究现状与相关理论基础.............................................7
第一节国内外研究现状...................................................................................... 7
一、国外研究现状..................................................................................................................7
二.国内研究现状..................................................................................................................8
三、国内对于服务补救的案例研究......................................................................................9
四、研究述评........................................................................................................................10
第二节相关概念界定........................................................................................ 11
一、服务和服务的特点........................................................................................................11
二、服务失误........................................................................................................................ 11
三、服务补救特性及程序....................................................................................................12
四、银行保险及其特点........................................................................................................13
第三节模型分析................................................................................................ 14
一、波特五力模型................................................................................................................14
二、SWOT模型分析............................................................................................................15
第三章 AB集团银行保险市场环境分析............................................ 15
第一节 AB集团概况..........................................................................................17
III
。。。以下略