Research On The Quality Evaluation System Of Customer Service Counter Service Of HB Insurance Company

With the social and economic growth,the status of insurance industry in the national economy is increasing and commercial insurance,economic compensation and the role of social stability has been fully recognized,especially life insurance.With the growing prosperity of the life insurance industry,the industry competition between the various companies are gradually heated up.While the product and the price are difficult to achieve the case of differentiation,service quality of the insurance companies has become one of important ways to enhance core competitiveness.Counter service is the face to face communication window between insurance company and the customer.Therefore,the establishment of the insurance company counter services assessment system is the key decision.In this paper,HB Insurance Company as the research object.Customer-centered,theory with practice,the combination of methods between qualitative analysis and quantitative analysis and research on Service Quality Evaluation and Promotion Strategy of Insurance Companies are used in this paper.First of all,the research significance of overall service level of the insurance market was made,combined with the insurance company’s business situation and the quality of service status and the qualitative analysis of existence of the main problems.Furthermore,by using the SERVQUAL model,the service quality model of HB Insurance Company of Hohhot was established.The model divided the insurance service quality into five first-level indexes and divided them into twenty-two evaluation indicators.The relevant data were obtained by means of questionnaires and field survey,combined with the statistical analysis method,the weight of each index was determined by SPSS method,and the score value of each service quality of the insurance company was calculated.Finally,based on the existing problems in HB Insurance Company’s customer service and the scores of its service quality evaluation results,the relevant countermeasures to improve the level of customer service quality were put forward from two aspects:macro-strategy and concrete measures.