A Study On Effects Of Perceived Service Quality Of Individual Automobile Insurance Business On Customer Satisfaction

With China's reform and opening-up, its entry into WTO and the liberalization of restrictions on financial markets, foreign financial companies swarm into the Chinese market, and cause into the upgrade of market competitence.In recent years, because the industry system is imperfect and the degree of maturity in market is not high, particularly in automobile insurance,competition in the insurance industry has been focusing on price-competition mode, which results into the sharp decline in service quality,so that customer loss rate and costs to attract customers increases sharply, insurance companies are trapped in a "low-price - low-service-low-benefit" dilemma. Today, the fees of all the different automobile insurance companies are almost the same, the differentiation of price is not distinct.Distinguished as the mainstray of the property insurance, the competitive model of automobile insurance should be the first to shift from price competition to service competition, because the level of service quality is the core competencies of automobile insurance.Via improving the service quality, automobile insurance companies may be able to raise up customer satisfaction and bring about customer loyalty, which is a virtuous circle of "high service - high value - high benefit".Presently, the domestic insurance companies have already recognized the importance of improving the service quality, and are making efforts to take a transition from the price-oriented to the customer service-oriented business strategies. Therefore, there is of great significance to make a study on effects of perceived service quality of individual automobile insurance business on customer satisfaction.This thesis takes the impact of perceived service quality of customer satisfaction in personal automobile insurance business as the research object, and reviews the perceived service quality theories and evaluation methods, customer satisfaction theories and measurement of customer satisfaction, and the relationship between perceived service quality and customer satisfaction.The thesis takes SERVQUAL scale as foundation for measuring perceived service quality of automobile insurance business, which is revised by PZB in 1994, and choose appropriate indexes for the automobile insurance business into the SERVQUAL scale with expert and consumer interviews,in order to increase the applicability.Finally, the thesis designs relevant model and proposes hypothesis.For testing the model and the hypothesis of the impact of perceived quality service on customer satisfaction, the thesis designed a questionnare according to the SERVQUAL scale, and did a survey of China Life Property & Casualty Insurance Company.Based on survey data, this study used SPSS17.0 internal for structural analysis between variables, and verifying the feasibility of SERVQUAL scale in China's automobile insurance business, and then the thesis makes a integrated analysis of the relationships between service quality and customer satisfaction in automobile insurance business.The main conclusions of this study are: the perceived service quality of personal automobile insurance business is divided into five dimensions, namely Tangibles, Reliability, Responsiveness, Assurance and Empathy, among which implies Reliability, Responsiveness, Assurance and Empathy have a positive effect on customer satisfaction significantly.The impact of Responsiveness on customer satisfaction is the most, the less is Reliability, Empathy and Assurance. But Tangibles has an insignificantlyin positive impact on customer satisfaction and does not enter into the multiple regression equation . Single-sample T test statistical analysis concludes that the automobile insurance services of China Life Property & Casualty Insurance Company, largely failed to meet customer expectations, mainly in aspects of Responsiveness and agents.This study concludes a measurement scale of service quality of individual automobile insurance by analyzing the extent of impact of service qulity of individual life insurance on customer satisfaction, which is helpful for the domestic automobile insurance company to improving serice quality.