Research On Customer Satisfaction Of Internet Commercial Medical Insurance

With the arrival of the "Internet+" era,the Internet began to penetrate into various fields,and the insurance field was no exception.With the help of the Internet platform,the insurance market has greatly broadened its own sales channels and expanded its own consumer groups,especially in the field of commercial medical insurance.Because of the high price of commercial medical insurance,the development of commercial medical insurance in China is very slow,and the emergence of commercial medical insurance on the Internet makes it popularized,which deeply influences the consumption mode and consumption concept of residents'insurance.However,due to the relatively short development time of China's Internet commercial medical insurance,a series of problems,such as high deductibles,cannot guarantee renewal,the insurance companies do not have flexible methods of insurance and lack of cooperation between insurance companies and relevant institutions such as medical institutions,have led to low customer satisfaction after consumers purchase Internet commercial medical insurance products.Therefore,This paper studies the satisfaction of the commercial medical insurance products of the Internet,taking Tianjin people who buy the Internet commercial medical insurance as the research objects by the way of quantification,seeking the reason of low satisfaction of Internet Commercial Medical Insurance,and the purpose is to urge the insurance companies to launch the Internet commercial medical insurance products which are more suitable for the insured,and to promote the development of Internet commercial medical insurance.Firstly,this paper gives an overview of Internet commercial medical insurance and Customer satisfaction theory model,then through establishing our country's Internet business medical insurance customer satisfaction model,studies the problems existing in the practical operation of China's Internet commercial medical insurance,and aims to find out the main factors that affect the customer satisfaction of China's Internet commercial medical insurance,and finally put forward the corresponding countermeasures and suggestions.In the empirical part,the data are collected by questionnaire,and the latent variables in the customer satisfaction model of China's Internet commercial medical insurance are analyzed by using the Structural Equation Analysis Method.According to the empirical results,the main factors that affect the customer satisfaction of China's Internet commercial medical insurance are the perceived quality of products,the second is perceived value and customer expectation,and the last is perceived service.So,the insurance company should improve the insurance products from two aspects:guiding customers'expectation and improving the quality and service of their own products,so as to provide better commercial medical security for residents.