A Study On Service Marketing Strategy Of Personal Loan Guarantee Insurance Of Company C Based On Customer Satisfaction

In recent years,with the rapid development of China’s economy,the income and assets of residents have increased,the social consumption atmosphere is optimistic,and the consumer finance market is on a good trend.All major property insurance companies have focused on market opportunities and launched personal loan guarantee insurance products in succession,hoping to break through the bottleneck of traditional property insurance advance and seize the opportunities in the credit market.Personal loan guarantee insurance products have the characteristics of fast loan release and no mortgage,which are a supplement to the traditional credit market products and meets the different financial needs of the current society,so the market potential is huge.However,in the current credit market,the personal loan guarantee insurance business of Company C is faced with the pressure of serious loss of personnel and continuous decline of market share.How to improve the market competitiveness of enterprises in the current market environment is an urgent problem to be considered.Based on the above background,this paper uses the theory of service marketing and customer satisfaction to study the service marketing strategy of C company’s personal loan guarantee insurance business.In the research for this paper,the external environment of Company C is analyzed by using PEST analysis method.In addition,the internal environment owned by Company C and the current situation of service marketing is deeply analyzed.On the basis of this analysis,the customer satisfaction questionnaire is designed based on the service marketing 7Ps theory,so as to get the evaluation of the service marketing strategy of personal loan guarantee insurance business of C company.According to the problems found in the questionnaire,this paper puts forward some suggestions for optimizing the service marketing strategy of personal loan guarantee insurance products of Company C.According to the results of the questionnaire,the satisfaction degree of personal loan guarantee insurance products of Company C is low in products,channels,promotions,personnel and process management.After analysis,it is found that the product price competitiveness is not obvious,the channel construction is slow,the promotion mode is single,the professionalism of personnel is poor and the after-sales service is weak.Take into account this,the corresponding optimization strategy is put forward.On the one hand,the price has a flexible pricing mechanism,which is still to reduce fees for high-quality customer groups,while customizing localized risk control policies.On the other hand,it has stepped up to the establishment of capital channels to reduce the comprehensive capital cost of customers.Channel construction mobilizes traditional insurance business personnel,excavates life insurance channels,deepens cooperation between bank and insurance,and develops internet marketing.Promotion strategies should improve promotion methods and value-added customer service.Improving the training mechanism,welfare system and promotion mechanism.In the process of management,customer evaluation feedback mechanism should be established and complaint handling process should be optimized.In this paper,literature research,case analysis and investigation are used as research methods,and combined with practical work experience,the service marketing strategy optimization suggestions are put forward for C company’s personal loan guarantee insurance,hoping to explore a business road suitable for C company’s development in the current changing financial and credit market from the perspective of customer satisfaction.