| With the progress of society and the continuous improvement of the national financial system,insurance has become an indispensable part of China's entire financial system and social security system.The competition between insurance companies and financial institutions is actually the competition of products and services.In today's insurance market,there are numerous insurance companies and the homogenization of insurance products is very serious.Under this circumstance,the service quality become more prominent for insurance companies.Many insurance companies have raised the quality of their services to the strategic level of the company.In recent years,major banks have been eager to show their own insurance companies,and we call them banking insurance companies.The main sales channel of the bank insurance company is the bank counter.Based on this sales channel,the bank insurance products are issued quickly and the quality of the customers is lower than that of the traditional insurance companies.But the depth and breadth of the product is obviously not as good as the traditional insurance company.With the changes in the regulatory environment recently,the sales of its superior products have been subject to many restrictions.Although the products which banking insurance companies sale exist disadvantages.But in some aspects of the service,the banking insurance companies still have their own unique advantages.For example,based on the business relationship between the customer and the bank,the customer may not have much resistance to the insurance company;the geographical coverage of the bank counter is wide,and the customer can handle the insurance business in the bank official website and mobile banking,and customer can apply service Flexibility;the bank's rich financial services can be used for the company.However,the time of banking insurance companies establishing is not long,and there is still a lack of overall customer service compared to traditional insurance companies.The insurance service experience will take a long time to accumulate.Therefore,how to find out the defects in the service and improve the service quality with limited resources is the key to the future development of the banking insurance company.This author selects the customer service quality model(servqual model)by studying some service models in history.When constructing the model indicators,the bank insurance company customers generally go to the counter to handle the business,so author join the indicators which have a influence to service experience in the counter to the model.In addition,due to the high surrender rate of the bancassurance products,the indicators introduced by the products were added to the reliability.At the same time,the selection of model indicators covers the service content of prophase,mid-term and later period,and the indicators has a feature of comprehensiveness.The indicators in the original model that are not related to insurance services have been deleted,and the selection of indicators has certain relevance.In this study,a domestic bank insurance company was used as the research object,and the results of the expert review were used to determine the importance of each indicator through the analytic hierarchy process.At the same time,through the questionnaire survey of real company customers and the quantitative analysis of the survey results,the problems in tangibility,reliability,responsiveness,guarantee and empathy this five factors which have influences to service are found.And according to the problem combined with the actual situation of the company to propose corresponding solutions,author provide a certain guiding ideology for the bank insurance companies to study customer service. |
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