Service Quality And Customer Satisfaction In Life Insurance

The aging population and imperfect social society system provide opportunitiesfor life insurance in China. Although the life insurance companies have begun tofocus on improving their service quality, there is still much room for improvement.Empirical research about life insurance service quality is poor and research by lifeinsurance company and consulting company is simple. It’s significant to measure therelationship among life insurance service quality customer satisfaction and behavioralintentions.First, the service quality model for life insurance is proposed through literaturereview. Second, questionnaires are conducted on consumer in Tinjin and analyze datawith SPSS19.0and PLS. We find that life insurance service quality contains tangibles,corporate image, assurance, responsiveness, empathy and recovery. Finally, abehavioral intention model based on service quality is proposed.Results indicate that corporate image, assurance, responsiveness, empathy andrecovery have positive impact on customer satisfaction, tangibles is not significant.Corporate image is the most import factor to customer satisfaction, then assurance,recovery, responsiveness and empathy. Customer satisfaction has a positive impact onbehavioral intentions.According to the conclusions, advices for improving service quality to promotecustomer satisfaction and behavioral intentions are given to life insurance company.