| Since the year of 1980, the insurance industry in China, especially life-insurance, has entered a golden development period. The insurance has been increasing at a rate of 30% annually over 24 years. For the first time, in 1997, the revenue of life-insur exceeded that of property-insurance and becomes the main pole in this industry. Up to 2002, the revenue about life-insurance account for 75% of the total volume. However, the service quality is not very optimistic because of high claim for quality and low customers' loyalty, which restricts normal development of insurance greatly. In the meantime, foreign-ventured insurance companies are pouring into China market and the competition becomes more and more drastic. Therefore, as for the local enterprises how to measure service quality and to keep advantage is pressing.After deep analysis about the character and property of insurance service, I decide to study the problem of service-quality in term of customers' demands , Secondly, I refer to the studying results about service-quality and studying measures, then decide to use the measure of SERVQUAL. First, by the means of brain-storm, a questionnaire is formed. Then I begin to do spot-check in the city of Dalian. Thirdly, I make the procedures of stating, gene-analysis and inspection towards the data. Finally, I get a result about the service-quality of insurance: professional level, credibility, and empathy, to which customers pay more attention. According to this result, service suppliers can adjust service strategies, resign with reason service resource, and then realize the maximum of benefit.At the end of the paper, I bring about the limitation of the study, then set forth some questions worthy of further study, about which I expect to arouse more discussion.
|
PDF Full Text Request