A Research On The Customer Satisfaction Degree Measuring System Of Insurance Company And Its Demonstration

With the protection period for insurance industry after entry into WTO expiring, Chinese insurance industry is facing baptism. People are paying more attention to the research about the sustainability of Chinese insurance company. More and more research begins introducing Customer Satisfaction theory. They explore how to enhance the company strength and keep the enterprise develop constantly by improving customer satisfaction. But most of the research is qualitative and the finding has no maneuverability. To improve customer satisfaction, we must build an integral measuring system to measure the customer satisfaction. This system includes not only the index, but also the steps and methodology. The paper combines the existing theory with the practice, and brings forward a customer satisfaction degree measuring system of insurance company, which includes index system, implement steps and data processing, etc. It aims at helping the insurance company find problems and deficiency, not just choosing the best.The paper includes five parts. The first part clarifies the research background from two aspects: the sustainability of insurance company and the development of Customer Satisfaction theory. The second part introduces the origin of the theory, then discusses the basic concepts of customer satisfaction, customer satisfaction degree and customer satisfaction index, and introduces six models: P-E model, EP model, NQ model, questionary, fuzzy synthetic evaluating method and ACSI model, and introduces the function of the measurement. The third part is the main part of the paper, and discusses the index system, implement steps and data processing, etc. The fourth part is the application of the system built in the third part and takes YA insurance company as an example. The fifth part summarizes the research results andthe questions need to explore later.The contribution of the paper lies in: First, it combines the customer satisfaction measuring theory with the practice of insurance company and is the development of customer satisfaction theory in insurance, quantitative research and microcosmic field, and its research results point out a road to sustainability for insurance company; Second, it summarizes the basic theory on customer satisfaction, and put forward the opinion of the author own on the concepts of customer satisfaction, customer satisfaction degree and customer satisfaction index; Third, it explores in theory and methodology on the customer satisfaction degree measuring system of insurance company, especially introduces LOWA-operator method and weighted average method; Last, it provides action guide on improving management for YA insurance company.