青海省人寿保险市场服务质量评价研究

AbstractAfter decades of development,the long-term insurance industry has entered a period of expecteddevelopment from a stage of rapid growth.Gradual development means doing business with thecustomer as the center.Being able to provide professional services and satisfy customers has becomethe key to our victory in the fierce market competition.Since the insurance industry in QinghaiProvince resumed operations in 1980,after years of development,the growth rate and growth rate ofinsurance premiums in the life insurance market in Qinghai Province have been very impressive.However,for many years,the overall service quality evaluation has basically been carried out from theperspective of regulatory authorities and insurance companies,but not from the Perspective ofcustomers.Based on the concept of insurance service,SERVQUAL model and SERVPERF model,a lifeinsurance service quality evaluation index system has been established market in Qinghai Provincethrough literature research and reference of scholars'opinion.Use structural equation model for fittingverification,set weights,and compile service quality equations,ranking analysis and service qualityanalysis are carried out,dimensions and indicators valued by consumers are found,and problems inservice quality of life insurance market in Qinghai Province are found:reliability dimension,lowscores of contract authenticity and staff business level,significant problems;A tangible bulge,there isstill a lot of room for improvement in business outlets in terms of environmental layout and supportingfacilities construction of business outlets;the responsiveness dimension,The surrender businessprocess and the efficiency of claims service need to be further improved;the guarantee dimension andthe professionalization of personnel need to be continuously improved;the service system needs to becontinuously updated and improved;the dimensions of empathy,marketing initiative,serviceawareness and product and service customization are not very satisfactory to users.In order to ensure the long-term and healthy development of the life insurance market in QinghaiProvince,it is considered that all life insurance companies should Strengthen employee training,improve employee service capabilities and service awareness;simplify insurance claims procedures,and improve claims response speed;at the technical level,strengthen the application of newtechnologies,Use the new platform to expand customer contact channels;treat customers kindly,strengthen customer relationship management,and provide customers with more service value-addedservices;improve the business level of employees and improve the support of related service systems.Key words:Life insurance,Structural equation model,Service quality evaluation