宁波平安保险公司服务接触点研究毕业论文.docVIP

毕业论文 （2011届） 宁波平安保险公司服务接触点研究 摘 要 近年来，宁波经济的快速发展，宁波市GDP已在全国200多个城市中排名靠前，城镇居民人均可支配收入远高出全国水平。随着经济的发展，顾客需求的也在不断变化，保险业总体发展水平和服务观念已经远远不能适应现代市场经济的要求，面对着竞争的巨大压力，通过服务接触点的研究，提升顾客的价值感知，实现顾客满意，最终赢得竞争优势和长期利润。 本文通过对服务接触点的研究，归纳影响服务的各种构成因素，并通过对宁波平安保险公司的调查数据，运用SPSS数据分析软件进行描述分析、信度分析、效度分析、因子分析、回归分析等实证分析，顾客对接触服务质量的评价与接触服务人员的专业素质、服务态度、应变能力、服务形象，接触环境的内部环境管理，以及接触设施的自助设施服务等因子之间存在显著性相关关系。基于结论，文章结合移动通信服务现状，提出了相关意见和建议，为平安保险公司接触服务质量的管理提供了一定的理论和实践支撑。 关键词：保险业；服务接触；服务质量 Abstract In recent years, with the rapid economic development, Ningbo across more than 200 cities of the country, GDP ranked front, per capital disposable income of urban residents is far higher than the national average. With the rapid development of the world economy and technology，customer needs changed enormously. For insurance industry，the overall development level and service marketing concept have been far from being able to meet the requirements of modem market economy，and the gap with internationally renowned enterprises is increasingly obvious. This requires that insurance industry should establish service marketing concepts focusing on service encounter. By understanding customer value orientation， improving customer perceived value and achieving customer satisfaction，finally we can win competitive advantage and long- term profits. This paper attempts through service encounter，And the correlation between customer satisfaction research, to understand how successful Pinan Insurance company, and create a consumer experience. In this paper, sum up the impact of various constituent elements of marketing experience, and through consumption of Ningbo Pinan Insurance company customer satisfaction survey data, using SPSS data analysis software to conduct a descriptive analysis, reliability analysis, validity analysis, factor analysis, regression analysis, empirical analysis, Customers’ comment of service quality is significant correlated with the factors, such as professional quality, service attitude, repartee ability, serv