Research On Customer Satisfaction Improvement Strategies Of A Life Insurance Bancassurance In The Context Of Homogenized Competition

With the development and iteration of insurance products in the insurance market,there are a wide variety of insurance products available,with a conservative estimate of over a hundred types.The series of new regulations issued by the China Banking and Insurance Regulatory Commission after its merger have standardized and regulated the types of products and sales models of various insurance companies,to a certain extent leading to conservative and homogenized product development and exacerbating the homogenized competition within the industry.Therefore,customer satisfaction analysis under homogenized competition has become a focus and hot topic.This article analyzes the current situation of customer satisfaction for A Life Insurance and Bank Insurance,a company facing fierce competition in the industry and experiencing challenges in management experience,shareholder background,marketing planning,talent policies,and other areas.The company has encountered issues such as slower growth in premium size,mediocre channel feedback,and a declining market share.The research in this article is based on Maslow’s hierarchy of needs theory,customer relationship management theory,customer satisfaction index model,and SERVQUAL model.The general problems with customer satisfaction for A Life Insurance and Bank Insurance were identified through complaint cases,research interviews,and work experience.A survey questionnaire was designed based on the SERVQUAL theory to objectively verify specific problems.The collected questionnaires were statistically analyzed through sample description analysis,reliability analysis,validity analysis,and 22 indicators of customer expectations and actual experiences were organized.The analysis revealed significant weaknesses in customer satisfaction,including inadequate new technology and equipment,ineffective service efficiency,poor personnel management,insufficient corporate reputation,and a lack of a systematic value-added service approach.This study believes that research and attention to customer satisfaction in homogeneous competition is a key means for enterprises to improve their core capabilities and is crucially important for businesses.This article benchmarks advanced experiences of domestic and foreign competitors and proposes improvement strategies in areas such as enhancing the level of technology application and equipment,strengthening service effectiveness supervision,establishing sound personnel management mechanisms,focusing on building corporate reputation,and improving customer value-added service systems.It is hoped that these strategies can provide reference and guidance for improving customer satisfaction for A Life Insurance and Bank Insurance’s channels and help form a comparative advantage in homogeneous competition,thereby providing support for the high-quality development of the business.