个人寿险业务服务质量对顾客满意影响的实证研究 以中国人寿保险公司为例-企业管理专业论文.docx

南京财经大学硕士学位论文 南京财经大学硕士学位论文 ABSTRACT As the entry of foreign insurance companies, our insurance market become competing violently. Major insurance companies have to increase their awareness, improve the ability of insurance product development and improve the ability of insurance agents marketing, especially China life insurance company. As the competition of the insurance is the competition of the service quality, the insurance company should improve its service quality, keep the customer satisfied. So it is great practical significance that research about the impact of insurance company’s service quality on customer satisfaction. The thesis takes the impact of service quality on customer satisfaction as study object and reviews theories of service quality, evaluation methods of service quality, customer satisfaction, the relation between service quality and customer satisfaction, and insurance company service quality. The thesis takes the SERVQUAL table as the basis of evaluation of insurance company’s service quality; chooses suitable indexes for the insurance industry, designs and proposes relevant model and hypothesis according to factor from the talk with workers and customers. For testing the model and hypothesis of service quality impact on customer satisfaction, the thesis designs a questionnaire according to the visit and SERVQUAL table, and concludes that all of the five dimensionalities have insignificant and positive impact on customer satisfaction by investigating the five branches of China life insurance, inserting the 348 samples into the SPSS12.0 software and applying the methods of factor analysis, relation analysis, multiple analysis. There is a conclusion that service quality of individual life insurance contains five dimensionalities such as Service Tangibles, Service Reliability, Service Responsiveness, Service Assurance, Empathy. The impact of Service Reliability on customer satisfaction is most, the less is Service Assurance, Service Responsive