随着险企数量大量增加，价格透明化、产品差异小，导致保险行业各方面 呈现日益严峻趋势，特别是服务竞争越来越被重视。如何采取行之有效的的顾 客投诉管理模式，不断改进产品和服务质量，从而达到降低顾客流失率，加强 顾客忠诚度，是摆在人保财险等保险服务行业必须面对的课题。 本文主要从以下三方面进行研究。第一、对泉州人保投诉的特点和管理现 状进行研究。分别从组织保障、管理流程、规章制度等方面了解泉州人保顾客 投诉管理的特点。第二、深入分析泉州人保顾客投诉管理问题，并构建投诉管 理模型。在理论研究、公司内部真实数据的基础上，得出五项顾客投诉管理中 的指标，并将此作为设计投诉满意度问卷的依据。然后，通过分析泉州人保投 诉管理过程中该五项指标的情况结合内部数据进行比对，验证调研准确性，进 而归纳顾客投诉管理存在的主要问题。第三，利用已建立模型进行分析，提出 针对性投诉管理优化方案。如何发现投诉管理存在的问题，并通过问题分析来 获得制约投诉管理建设的关键性因素，进而提出改进设想，为企业提供投诉管 理优化策略是本文研究的理论意义。而实践意义则是，采用泉州人保内部投诉 数据结合外部调研数据的方式进行投诉管理普遍问题提炼分析。然后运用投诉 管理模型，清分各投诉管理要素的权重，并针对主要问题提出管理优化建议。 本文系统分析研究了涉及投诉满意度的五个指标：产品水准、服务动力、 流转渠道、补偿机制和尊重原则。通过分析泉州人保营销、承保、理赔活动的 满意度以得出产品水准存在不稳定；通过对营业厅、95518客服热线、电子渠道 和查勘定损团队等泉州人保主要对外服务窗口进行了满意度数据调研，归纳出 服务动力和态度存在欠缺；通过对现有投诉管理机制及组织保障回归分析，得 出顾客投诉流转渠道不畅；通过对补偿流程进行深入观察，寻找过程缺陷，并 提出改善方案。 关键词：人保财险 投诉管理 管理优化 III Abstract With the substantially increasing number of insurance enterprises, the differences between price and product are smaller and smaller, which leads to an increasingly severe trend in all aspects of the insurance industry, especially the service competition. How to adopt effective customer complaint management mode, constantly improve product and service quality, so as to reduce customer loss rate and strengthen customer loyalty is a subject that must be faced by insurance service industry such as picc property insurance. This dissertation mainly studies from the following three aspects. First, the characteristics and management status of Quanzhou PICC complaints were studied. To understand the characteristics of customer complaint management in quanzhou from the aspects of organization and guarantee, management process, rules and regulations, etc. Second, in-depth analysis of customer complaints management problems of Quanzhou PICC, and build a complaint management model. On the basis of theoretical research and real data within the company, five indicators in customer complaint management were obtained, which were used as the basis for the design of complaint satisfaction questionnaire. Then, by analyzing the situation of these five indicators in the complaint management process of Quanzhou PICC and combining with internal data, the accuracy of the survey was verified, and the main problems of customer complaint management were concluded. Thirdly, use the established model to analyze and propose the targeted complaint management optimization scheme. It is the theoretical significance of this paper to find out the existing problems of complaint management and obtain the key factors that restrict the construction of complaint management through problem analysis, and then put forward Suggestions for improvement and provide enterprises with the optimal strategy of complaint management. The practical significance is to extract and analyze common problems of complaint management by combining internal complaint data of Quanzhou PICC with external research data. Then, the complaint management model is used to clarify IV the weight of each complaint management element, and to propose management optimization Suggestions for the main problems. This paper systematically analyzed and studied five indicators related to complaint satisfaction: product level, service motivation, circulation channel, compensation mechanism and principle of respect. By analyzing the satisfaction of marketing, underwriting and settling the claims of Quanzhou PICC it can be concluded that the product level is unstable. Through the survey of the satisfaction data of the main external service Windows of Quanzhou PICC, such as the business hall, the customer service hotline of 95518, the electronic channel and the inspection and determination team, it is concluded that there is a lack of service motivation and attitude. Through the regression analysis of the existing complaint management mechanism and organizational guarantee, it is concluded that the customer complaint circulation channel is not free. Through in-depth observation of the compensation process, process defects are found and improvement plans are proposed. Key words: Quanzhou PICC Complaints' Management Optimal Management V 目 录 第1章 绪论 ................................................................................................................. 1 1.1 本文的研究背景及意义 .................................................................................. 1 1.1.1 研究背景 ................................................................................................... 1 1.1.2 研究意义 ................................................................................................... 2 1.2 研究的内容 ...................................................................................................... 3 1.3 研究方法和技术路线 ...................................................................................... 4 1.3.1 研究方法 ................................................................................................... 4 1.3.2 技术路线 ................................................................................................... 4 1.4 论文特色和创新点， ...................................................................................... 6 第2章 文献综述与理论基础 ................................................................................... 7 2.1 文献综述 .......................................................................................................... 7 2.1.1 国外研究 ................................................................................................... 7 2.1.2 国内研究 ................................................................................................... 8 2.2 相关理论基础 .................................................................................................. 9 2.2.1 质量管理体系理论 ................................................................................... 9 2.2.2 顾客服务与顾客满意理论 ..................................................................... 10 2.2.3 双向对等沟通理论 ................................................................................. 13 2.2.4 说服理论 ................................................................................................. 13 2.2.5 顾客投诉与消费者投诉的概念及差异 ................................................. 14 2.2.6 顾客投诉的双重影响 ............................................................................. 15 第3章 泉州人保顾客投诉管理存在问题分析 ..................................................... 19 3.1 泉州人保公司简介 ........................................................................................ 19 3.2 泉州人保顾客投诉管理现状 ........................................................................ 19 3.2.1 泉州人保投诉类别细分 ......................................................................... 19 3.2.2 泉州人保投诉特点 ................................................................................. 22 3.2.3 泉州人保顾客投诉管理机制 ................................................................. 23 3.3 泉州人保投诉管理存在的问题分析 ............................................................ 25 VI 3.3.1 泉州人保顾客投诉数据细分 ................................................................. 25 3.3.2 泉州人保各环节投诉占比