Study On The Measuring Models Of Internal Service Quality In Beijing X Life Insurance Company

The 21st century economies is the serve economy, as one of our country finance service industries, our life insurance industry has entered a high speed development phase. From essentially says, the life insurance is one kind of service, the quality of service is the close degree of the customer's actual perceive and it's satisfaction of expectation to the life insurance service, However the service quality of our country life insurance industry has been relative lower that already became one of bottlenecks hindering our country life insurance market development. Under the competition intense market environment, the life insurance service quality naturally becomes the key point of decision that life insurance company to compete day by day the status aspect.According to the serves -profit chain theory, the profit, among the growth, the customer loyal, the customer satisfies, providing to customer's product and the service value, the staff ability, the staff satisfaction, has the direct correlation relations, because the staff as the internal customer' the internal service quality directly affect the external customer's service quality, therefore, how improves the interior service quality to become now the life insurance company's serve competition focal point.Through the interior service quality survey, appraised internal service quality, it can find how the different dimension to affect the overall service nature, in the end ,which can provide the basis to the flow for the interior serves marketing strategy and the formulation of life insurance enterprise system . This article through to the correlation literature collection and the reorganization, analyze and the summary, and has been clear about the interior service quality definition ,The traditional outside service quality model took the appropriate tool surveys the interior service quality.This article based on the need hierarchy theory and the satisfaction research table Q12 and "the Minnesota Satisfaction Questionnaire " , the external customer service quality measures table"SERVPERF"has been done the pointed revision and the supplement, obtains the preliminary internal service quality measures dimension and the composition item, through the expert investigation to make further the service ability to suits the life insurance company interior service quality measures request. By the fact that a set of the data statistic analysis, included project analysis , relevance analysis and factor analysis , have made the amendment going further , have improved whose Reliability and validity ,and have testified what be used measurement sheet having higher reality applicant value. For working out the enterprise interior serves marketing strategy ,it can provided the science decision-making basis. Through to the overall interior service quality multiple regression analysis, the article takes the overall interior service quality as the dependent variable, takes the various dimensions as the independent variable ,and obtained the standard regression coefficient and the linear regression equation about the total interior service quality (TSQ),the reliability (REL), the assurance (ASS), the response (RES), the emotion (EMO).Effective evaluates after testing the tool can be able objectively to reflect the interior service quality level, is beneficial to enterprise's superintendent monitoring and the appraisal interior service quality, the purpose of this research is to formulate the internal marketing strategy and to provide the basis and the instruction for the life insurance company, simultaneously had also pointed out this research innovation and the limitation. The researcher hopes that the paper is meaningful and will be used for reference for future research.