| China's insurance industry, life insurance industry in particular, is facing severe challenges under the great circusnstances of global economy intergration and intellectual economy.The sole choice of competition is "customers-centered"in order to make China's life insurance exist and develop well.Therefore,China's life insurance industry should pay a great deal of attention to how to improve customers' degree of satisfaction and their degree of loyality.The essay analyses the various customers of life insurance and the seven factors that affects purchasing on the basis of the latest six years investigations of life insurance industry and its collecting and processing of datas.Based on the analysis of the degree of customers' satisfaction index such as SCSB,ACSI,ECSI,etc,a model of index evaluation on the degree of customers'satisfaction suitable to China's life insurance industry has been founded.In constructing such a model,a potential variable of "customers' feelings" has been built into "customers' satisfaction" and "customers' loyality". The essay devides the factors that affect the degree of satisfaction of China's life insurance into three types:image,perception quality and perception price and estalbishes a variable that weighs up the degree of various customers' satisfaction.The essay puts forward some direct variables of evaluating the degree of customers' satisfaction such as agents services,office-workers'sevices and fee ratio of life insurance compary by means of the analysis of consumers' consumption level and consumption psychology.Accordingto the statistics of the customers of PING AN LIFE INSURANCE COMPANY OF CHINA . LTD . and vague comprehensive evluations,China's life insurance company has won a considerable satisfaction in enterprise images,office-workers services,ect while a low satisfaction in the fee ratio of life insurance,the varity of insurance,etc,which provides PING AN LIFE INSURANCE COMPANY OF CHINA. LTD. with supportive arguments. |
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