The Research For Key Account Service Quality Of G Life Insurance Company

In the life insurance industry, group insurance is different from individual insurance because insured can experience the service quality of insurance company frequently. Therefore for the insured can have good experience in sercie quality of insurer, when the policy holder chooses the insurance compan y, service quality is the most important factor. The major product of G life insurance company is group insurance. The major profit of G life insurance company also comes from the group insurance. The renewal ratio of key account is related to premium income of G insurance company directly. Hence it is a fundamental way for G insurance company to exist and develop in life insurance industry that research key account satisfaction and improve service quality management continually.In this paper, the first chapter introduces the research background significance, and research methods. Around the purpose of this research, the related theory in the field of service quality management are studied, including service expectations, service experience, and the principle of SERVQUAL model.The second chapter firstly introduces the competition environment of G insurance company in group insurance market, and analysis the main competitors P and T company service measures and characteristics. Second ly, definite group insurance key account of G company, introduce current G company’s service team for key account, and analysis service requirements of key account.The third chapter described the process of questionnaire survey around the purpose of this questionnaire survey, including questionnaire design, one month preliminary investigation and analysis the reliability and validity of the questionnaire. The questionnaire design is based on SERVQUAL model. Combined with group insurance actual condition of G company, two dimensions and two multi-item has been added in the original SERVQUAL model, totally seven dimensions, twenty-four multi-item.In the fourth chapter, the key account service quality of the G company questionnaire data was analyzed by SPSS software, and clear the GAP of G company in each dimension. The GAP with positive value in proper order is guarantee, remedial and empathic. The GAP with negative value in proper order is reliability, tangibility, technical support and responsiveness. According to the data of the GAP, we can come to the conclusion that guarantee, empathy and remedial three service elements of G company are in conformity with the customer expectations. The tangibility, reliability, responsiveness, and technical support four elements does not meet customer expectations and needs to be improved.The fifth chapter puts forward the measures to improve key account service quality based on the results of research. Firstly the effective improvement measure was put forward to G company’s combined with key account service process; Secondly, from the perspective of the company’s internal management, service quality improvement measure was put forward to personnel, team and system, the Internet platform; Finally, according to the structural characteristics of G company’s business, through strengthening cooperation with insurance brokerage company, customer satisfaction can be improved.Overall, this research is based on the SERVQUAL model of service quality management theory, according to the questionnaire survey, analysis the key account service satisfaction of the G company. Combined with the actual condition of G company, the Suggestions and strategy was put forward to improve service quality. The research helps to G company to consolidate and increase market position in the group insurance market, and also, has practical significance to long time operation and development of the enterprise.