A Study On The Customer Satisfaction Of The Property Insurance's Service Quality Of China United Property Insurance Company

As China joining the World Trade Organization, the property companies enter the stage for global competition. Service quality and customer satisfaction are becoming the most important successful factors of business competitive advantages. Furthermore, customer repurchase and recommendation , which incarnate customer loyalty, can obtain more profit and further development for the insurance companies.Based on the documentation of Service Quality and Customer Satisfaction, the PZB model and SERVQUAL measures of service, this research intends to conduct the empirical study to assess the property insurance services by cataloguing the local subscribers in Guang Dong Province, who had purchased the insurance products of China United Property Insurance Company. After retrieving total 362 valid samples, the study analyzed the insurers' age, marital status, education, annual income and occupation to understand their difference on Satisfaction, Repurchase and Recommendation. Furthermore, the study evaluates the interactions of the company's service quality, insurer's expected service, perceived service, perceived service quality, customer satisfaction, loyalty, repurchase and recommendation, and discusses the Interactions, Causality and Influence among the variables. After empirical analysis, we can find that Perceived Service has a positive correlation with Perceived Service Quality; Perceived Service has a positive correlation with Customer Satisfaction; Perceived Service Quality has a positive correlation with Customer Satisfaction; Expected Service has a positive correlation with Customer Satisfaction; Customer Satisfaction has a positive correlation with Repurchase; Customer Satisfaction has a positive correlation with Recommendation, in which we can witness the great influences made by the service achievement to the cognitive service quality, the service expectation to the customers' satisfactions, and the customers' satisfactions to the repurchase and the recommendation of the customers. The result of the study would provide reference for China United Property Insurance Company to promote its service quality and to establish guidelines of the marketing strategy.