Research On Improving The Counter Service Quality Of TK Iife Insurance Hainan Branch

With the increasingly fierce competition in the insurance industry,the competition of insurance companies has changed from product competition to service competition.And insurance products are virtual products.Customers are almost insensitive to the products.What customers can really feel is the service of insurance companies,and counter service is the most important channel for insurance companies.Therefore,an important means to improve the market competitiveness of insurance companies is to improve the quality of counter service.In April 2011,TK Life Insurance Hainan Branch was approved to be established.Over the past eight years,TK Life Insurance Hainan Branch has steadily started and developed rapidly.At present,it has completed the construction of four central branch companies and occupies an important position in Hainan life insurance market.With the rapid development of enterprises,we should pay attention to the improvement of service quality,so as to improve the image of enterprises.This paper takes TK Life Insurance Hainan Branch as the research object,guided by the theoretical knowledge of service quality management theory,fuzzy analytic hierarchy process theory and business process reengineering theory,and through mysterious customer survey,counter service quality questionnaire survey and field investigation of other life insurance Hainan Branch,finds out the comparative analysis of TK Life Insurance Hainan Branch.There are three main problems in the company's counter service quality:backward and non-standard counter hardware facilities,non-standard service etiquette of counter staff,cumbersome counter business processes.The causes of these problems are analyzed.Finally,it puts forward the scheme to improve the service quality of TK Life Insurance Hainan Branch:improve the hardware facilities;improve the service etiquette standards of counter personnel;improve the counter business process.This paper summarizes and analyses the application of foreign service quality management theory and domestic service quality management theory,and applies the theory of service quality management,fuzzy analytic hierarchy process theory and business process reengineering theory to the improvement scheme of life insurance counter service quality,which broadens the scope of theoretical application.At the same time,aiming at the current service situation of TK Life Insurance Hainan Branch,this paper puts forward the improvement scheme of counter service quality.The purpose is to improve the management of counter service and provide reference for the management of counter service quality in life insurance industry,which has positive guidance and reference significance for the quality management of counter service in life insurance industry.