-I- 摘要 随着我国经济建设的不断发展，人民保障意识的不断增强，寿险市场的潜力不 断被挖掘释放出来。客户也从感性的、被动的接受推销转向了理性的、主动的选择 性购买，不但比较寿险产品，同时比较寿险公司提供的一系列服务。人们防患于未 然的保险思想意识不断增强，市场需求持续上涨，促进了国内寿险市场爆发式的增 长，业务规模飞速增长。随着不断放开的监管政策出台，商业保险公司更是以外包 服务的形式代理了部分原政府社会性保险。但是由于寿险公司的人员配备、服务制 度建设及管理没有相应的跟进，使得寿险公司的服务水平与业务规模不成比例，引 发了较多的客户投诉，导致客户对寿险公司的整体的满意度比较低，影响了行业形 象。为了扭转行业整体社会形象，寿险公司急需在服务管理与服务质量有所突破， 逐步提升行业客户满意度，引导行业健康稳定发展。 为提升寿险公司的客户服务满意度，本文建立面向寿险行业的客户满意度模型， 通过问卷调查的方式对邢台市中国人寿的客户及准客户进行访问，运用SPSS软件 进行数据分析，通过对探索性因子分析和验证性因子分析，验证寿险行业满意度的 维度，包括：社会形象、企业实力、产品竞争力、销售人员服务能力、售后服务水 平，研究结果显示，寿险公司的社会形象、企业实力、销售人员服务能力、售后服 务水平四个维度对客户的满意度有显著的正向影响，社会形象对客户的满意度影响 较小。销售人员服务能力影响最大，余下依次是售后服务水平、企业实力。在以上 研究的基础上，提出提升客户满意度的发展对策和保障措施。希望给予寿险公司一 定的参考，也希望借此引起寿险公司对客服满意度的重视，在今后的发展中不断提 升寿险公司对客户满意度工作的关注，从战略的高度出发来做好客户经营，谋求公 司更长远的发展。 关键词：服务质量；客户满意度；满意度评价；因子分析；满意度模型 燕山大学工商管理硕士学位论文 -II- Abstract With the continuous development of China's economic construction and the enhancement of people's awareness of security, the potential of life insurance market has been constantly tapped and released. Customers have also shifted from perceptual and passive acceptance of marketing to rational and active selective purchase, which not only compares life insurance products, but also compares a series of services provided by life insurance companies. People's awareness of risk prevention is increasing, market demand continues to rise, which promotes the explosive growth of the domestic life insurance market and the rapid growth of business scale. With the release of regulatory policies, commercial insurance companies have outsourced services to represent part of the original government social insurance. However, due to the lack of follow-up on the staffing, service system construction and management of life insurance companies, the service level of life insurance companies is out of proportion to the business scale, which leads to more customer complaints, resulting in lower customer satisfaction with the life insurance companies as a whole and affecting the image of the industry. In order to reverse the overall social image of the industry, life insurance companies urgently need to make breakthroughs in service management and service quality, gradually improve customer satisfaction and guide the healthy and stable development of the industry! In order to improve the customer service satisfaction of life insurance companies, this paper establishes a customer satisfaction model for the life insurance industry, interviews the customers and potential customers of China Life Insurance in Xingtai City, through questionnaire survey, uses SPSS software for data analysis, and verifies the dimensions of life insurance industry satisfaction through factor analysis and regression test, including: social image, enterprise strength. The results show that the four dimensions of life insurance company's social image, enterprise strength, salesman's service ability and after-sales service level have significant positive impact on customer satisfaction, while social image has little impact on customer satisfaction. Abstract -III- Salesmen's service ability has the greatest impact, the remaining is the level of after- sales service, enterprise strength. On the basis of the above research, the development countermeasures and guarantee measures to improve customer satisfaction are put forward. Hope to give life insurance companies some reference, but also hope to draw attention to customer service satisfaction of life insurance companies, in the future development of life insurance companies to continuously improve customer satisfaction, from a strategic point of view to do a good customer management, in order to seek longer-term development of the company. Key words:service quality;customer service;satisfaction evaluation;factor analysis; satisfaction model 目 录 -V- 目 录 摘要 ..................................................................................................................................... I ABSTRACT ......................................................................................................................... II 第1章 绪 论 ....................................................................................................................... 1 1.1研究背景与意义 ....................................................................................................... 1 1.1.1研究背景 ............................................................................................................ 1 1.1.2研究意义 ............................................................................................................ 2 1.2国内外研究现状 ....................................................................................................... 3 1.2.1国外研究现状 .................................................................................................... 3 1.2.2国内研究现状 .................................................................................................... 4 1.2.3国内外研究述评 ................................................................................................ 5 1.3研究内容和研究方法 ............................................................................................... 6 1.3.1研究内容 ............................................................................................................ 6 1.3.2研究方法 ............................................................................................................ 6 第2章 满意度理论方法 .................................................................................................... 8 2.1满意度理论概述 ....................................................................................................... 8 2.2满意度模型 ............................................................................................................. 11 2.3满意度的评价方法 ................................................................................................. 12 2.4本章小结 ................................................................................................................. 16 第3章 中国人寿邢台分公司客户服务现状与问题 ...................................................... 17 3.1客户服务中心服务现状 ......................................................................................... 17 3.1.1客服中心硬件配置 .......................................................................................... 17 3.1.2客户服务中心服务内容介绍 .......................................................................... 17 3.1.3中国人寿邢台分公司客户服务考核指标 ...................................................... 18 3.2中国人寿邢台分公司存在的客户满意度问题 ..................................................... 18 3.2.1客户服务工作没有得到重视 .......................................................................... 19 3.2.2公司上下没有建立起客户满意度理念 .......................................................... 21 燕山大学工商管理硕士学位论文 -VI- 3.2.3客户服务体系建设不足 .................................................................................. 21 3.3本章小结 ................................................................................................................. 22 第4章 客户满意度的模型构建与