The Research On Customer Satisfaction Evaluation Of China Life Insurance Companies

Under the background of increasingly intense international competition, customer satisfaction index has becoming an important indicator for measuring competition ability of life insurance companies. The purpose of life insurance companies'customer satisfaction evaluation system is to improve the quality of service by building a series of evaluating indicators. We can diagnose and evaluate the present situation of the life insurance companies, then take measures to settle those problems. At present, the research on this topic is still at the starting stage in our country, so it is quite important for domestic life insurance companies to bulid a scientific and exercisable evaluation system suiting to the realistic situation.Firstly, this dissertation gives a simple review of the development course on the theory of customer satisfaction, then compares three evaluation models international commonly used now. Secondly, based on three models as SCSB,ACSI,ECSI and combining with the characteristic of the insurance companies in China, this dissertation attempts to build an evaluation model on customer satisfaction, which is suitable for domestic life insurance companies, and construct corresponding indicators for the evaluation system. Finally, the dissertation designs questionnaires according to the indicators system, then choosing one life insurance company as the object of investigation, tests the rationality and reliability of the evaluation system using the methods of the validity\reliability and correlation, and calculates the customer satisfaction index for this life insurance company applying the AHP method to set the weight. In the end, the dissertation provides some suggestions for comprehensively improving the level of customer satisfaction of life insurance companies in our country.