A Research On Customer Satisfaction Degree Of Life Insurance Company Zhuzhou Branch

With the development of the insurance industry, the role of the insurance industry in the national economy and residents’living is become more and more important. Empirical and theoretical research on insurance industry is a matter of cardinal importance. Although the development of China’s insurance industry is expanding by leaps and bounds, the service of insurance still can’t keep up with it, especially in after-sales service. Subject to the quality of personnel, it has been the weakness of the insurance industry, customer satisfaction degree of the life insurance companies has not been very high, which severely restrict the healthy development of the insurance industry. This article takes Zhuzhou branch office of Sino Life Insurance Co., Ltd as the object of research. We study factors that affect customer satisfaction degree and customer loyalty degree of insurance industry. We expect to find causes behind, and develop some specific measures to improve services quality of company and to enhance the customer satisfaction degree and customer loyalty degree.Firstly, we state the theory and practice value of research on customer satisfaction degree of Zhuzhou branch office of Sino Life Insurance Co., Ltd and review relevant theories and literature. Secondly, we study evaluation system on customer satisfaction degree of Zhuzhou branch office of Sino Life Insurance Co., Ltd, devise evaluation system from renewable insurance and settlement of claims, daily service, corporate image, customer expectation and types of product etc. program computing methods on indicators of customer satisfaction. Then, we make a market survey on customer satisfaction degree of Zhuzhou branch office of Sino Life Insurance Co., Ltd. We find the customer satisfaction degree is low, the reasons is supposed to be as follows:The variety of life insurance cannot meet the social needs, weak internal norms lead to lower service levels, quality of marketing staff cannot catch up with service requirements, asymmetric information between insurance agent and customer, consumers’lacking of awareness and understanding of the life insurance and so on. At last, we offer some proposals to enhance customer satisfaction of Zhuzhou branch office of Sino Life Insurance Co., Ltd from aspects such as product, service, customer relation and management of staff and so on.In this paper, we study more on customer satisfaction degree of the Zhuzhou branch office of Sino Life Insurance Co., Ltd and provide some meaningful thoughts and methods for further development. We look forward to supply some references for other insurance companies to enhance their customer satisfaction degree and competitiveness.