| According to the statistics of China’s Ministry of Industry and Information Technology,the total number of mobile phone users of China Mobile,China Telecom and China Unicom,the three basic operators in China,reached 1.619 billion.With the launch of China Ping An Life Insurance APP in 2015,the number of registered users reached more than 20 million in the same year.In 2018,The Insurance Company of China Limited,Ping An Life Insurance Company of China,launched the service mini program "Hui Xiao’an",leading life insurance companies to open the mobile micro terminal customer service model combining APP terminal and wechat mini program service platform.After 2018,mobile micro-service platforms launched by life insurance companies have mushroomed.The mobile microterminal service of insurance business has gradually developed into the main force of modern insurance product sales,customer service and big data integration.The sudden outbreak of the epidemic in 2020 affected the development trend of the entire life insurance market,and enterprises in the industry also realized the service transformation from pre-sale,in-sale to after-sale by leveraging mobile micro-terminal services.Micro side since 2020 mobile service platform has become the life insurance company’s main business,service channels,under this trend,life moves micro end customer service almost affects the development speed and quality of whole life insurance industry in China,so how can you make customer for life insurance micro mobile terminal customer service and product quality related information perception and value evaluation,It has gradually become a key technical problem to be solved by a large number of enterprises and institutions in China’s life insurance market.According to the development needs of China’s life insurance market,this paper takes the service quality of mobile micro-terminal customers in the life insurance industry as the research object,conducts in-depth evaluation research,and proposes an evaluation system of life insurance mobile micro-terminal service that has reference value for the development of the industry on the premise of strengthening the management of the life insurance market according to the national management regulations.First of all,this paper gives a basic description of life insurance mobile micro-terminal customer service and other related concepts,including service,service quality,the concept of life insurance mobile micro-terminal service,and the public’s quality requirements for life insurance mobile micro-terminal customer service system.The SERVQUAL model is introduced,and the applicability of SERVQUA model in life insurance mobile microterminal customer service quality evaluation is expounded.Secondly,in this paper,mainly using the SERVQUAL model,through the questionnaire survey,in the mobile terminal to specific enterprise operating the insurance customer service quality from the enterprise image,is planted product design,insurance and insurance services,insurance policy delivery services,security services,insurance policy renewal claims service,the customer pays a return visit,service six dimensions problem investigation,Then,according to SERVQUAL model,the problems were divided into five dimensions of visibility,reliability,responsiveness,assurance and empathy.SPSS software was used to test the validity of data and calculate the weight of each indicator,and the scores of each dimension of mobile microterminal service were obtained.According to the latest national management regulations on insurance companies,from the important perspective of strengthening the service quality of the insurance industry,this paper puts forward suggestions such as building team strong supervision,personalized demand service,optimizing the policy delivery process,establishing and improving the system,ensuring the timely and safe use of evaluation methods to score the system and continuously optimize the service.In order to effectively promote the quality improvement of insurance service products on the mobile micro-terminal sales channel,and develop and reserve this service platform as a key sales channel in the future. |
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