摘要
随着我国经济的不断发展，整个金融业的发展水平也得到了突飞猛进的提升。一
直以来，保险业都被视为金融业的三驾马车之一，由于我国保险业发展的特殊历史情
境，我国保险业的发展要落后于欧洲发达国家的脚步，这说明我国的保险业有很大的
进步和发展空间。与此同时，国家贯彻执行的“新国十条”深入贯彻，保险业的地位
越来越重要；商业健康保险税优政策、商业养老保险优惠政策已经或即将推出，政策
红利将不断释放，也为我国保险业的发展提供了支撑。
另外，银行业与保险业间不断加强的紧密合作得到了多方的关注，如 2016 年 11
月 30 日，中国人寿与广发银行全面业务协同启动大会在北京召开了，银行业与保险业
的协同发展打开了新的格局，这也为保险业在今后更大范围、更大规模、更高水平上
的建设与发展夯实了基础，同时也拓宽了发展的渠道，为以后保险业的业务创新也提
供了多方位的可能性。
在经济不断发展的今天，社会水平正不断提升，我国消费者的素质和理念有了很
大程度的提高，特别是很多年轻且学历高的客户成为了当今保险产品消费的主力军，
这也为保险业持续性的发展创造了一个新的机遇。因此，我国保险也未来的发展充满
了很多的可能性，我们应当在学习发达国家保险发展的模式，在其基础上去创造适合
中国保险业发展的新道路，这是我国保险行业应当不断去思考的关键问题。
基于我国保险业发展的新前景，本论文将以顾客为研究视角，在对国内外相关学
者的研究成果进行归纳总结后，得出本论文研究的理论基础，找寻到影响顾客满意的
关键指标，建立研究模型，并通过对中国人寿 H分公司的顾客进行问卷的发放，II
了解最真实的保险顾客满意影响因素成分，并针对研究结果提出相关的营销建议，以
期为中国人寿 H分公司顾客满意的提升提供一些理论基础和实践建议。
关键词： 保险业；中国人寿；顾客满意，影响因素ABSTRACT
With the development of China&39;s economy and level of development of the financial
sector as a whole has also been upgrading by leaps and bounds. All along, the insurance is
considered one of the troika of the financial industry, due to the special historical context for
the development of China&39;s insurance industry, the development of China&39;s insurance industry
will lag behind the pace of developed countries in Europe, which shows that China&39;s
insurance industry has a great deal of progress and development. Meanwhile, the national
implementation of "the new ten" thoroughly, the insurance industry is becoming more and
more important; commercial health insurance policies, commercial endowment insurance
policies have been or will be introduced, policy dividends will continue to release, also
provided support for the development of China&39;s insurance industry.
Addition, banking and insurance between constantly strengthening of close cooperation
get has multi of concern, as November 30, 2016, Chinese life and GF Bank full business
collaborative started Assembly in Beijing held has, banking and insurance of collaborative
development open has new of pattern, this also for insurance in future more big range, and
more mass, and more high Shang of construction and development rammed has based, while
also widened has development of channel, for insurance of business innovation also provides
has multi-directional of possibilities in the future.
In today&39;s economic development, the social level is continuing to improve, the Chinese
consumer&39;s qualities and ideas have been greatly improved, especially the many young and
educated customers become the main force of insurance products consumption, this also goes
for the continuing development of the insurance industry to create a new opportunity.IV
Therefore, my insurance also was filled with a lot of possibilities for future development, we
should learn in the development mode in developed countries, which created the basis for new
development road of China&39;s insurance industry, this is the key problem of China&39;s insurance
industry should continue to think.
Based on China insurance development of new prospects, this papers will to consumers
for research perspective, in on both at home and abroad related scholars of research results for
antibody summary Hou, obtained this papers Research of theory based, find to effect
consumers satisfaction degrees of key index, established research model, and through on
Chinese life H branch of consumers for questionnaire of issued, understand most real of
insurance consumers satisfaction degrees effect factors components, and for research results
proposed related of marketing recommends, For Hangzhou, China life insurance company
wanted to provide some consumer satisfaction improved theoretical basis and practical advice.
Key Words: Insurance; China Life Insurance; Customer Satisfaction;
Influence Factors目录
摘要.....................................................................................................................................I
ABSTRACT......................................................................................................................III
1导 论.................................................................................................................................1
1.1 选题背景...............................................................................................................1
1.2 研究问题...............................................................................................................2
1.3 研究的内容与研究方法.......................................................................................2
1.3.1研究内容....................................................................................................2
1.3.2研究方法....................................................................................................2
1.4 研究的创新之处...................................................................................................3
2.文献综述..........................................................................................................................4
2. 1顾客满意的理论概念..........................................................................................4
2.1.1顾客满意的概念界定................................................................................4
2.1.2顾客满意的影响因素................................................................................5
2.2 保险行业顾客满意的的相关研究.......................................................................6
2.3 研究述评...............................................................................................................8
3.中国人寿保险公司 H分公司提升顾客满意必要性分析.............................................9
3.1 中国人寿保险 H分公司概况..............................................................................9
3.2 公司提高顾客满意必要性分析...........................................................................9
4.中国人寿 H分公司顾客满意调查分析.......................................................................12
4.1 研究模型与研究假设.........................................................................................12
4.1.1研究模型..................................................................................................12
4.1.2研究假设..................................................................................................12VI
4.2 调查对象与调查方法.........................................................................................13
4.2.1调查对象..................................................................................................13
4.2.2调查方法..................................................................................................14
4.3 量表的设计.........................................................................................................14
4.4 数据分析.............................................................................................................1
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