Ping An Insurance Shenzhen Branch-based Gap Model Of Service Quality Management Research

The economy in the 21^st century is in form of service, and insurance industry, a part of financial service industry, is playing a growing important part in economy. In model of service, the focus of competition of property & casualty insurance will inevitably change from the competition of product to service. To strengthen the management of service and improve the service quality is significant to the existence and market shares of PING AN PORPERTY & CASUALTY INSURANCE COMPANY SHRNZHEN BRNCH.The basic studying tool of this thesis-----gaps model of servicequality, taking the service quality as the key subject, unites the customer's role, expectation, behavior, sense and the strategy, operation, human resource managing of an enterprise logically and clearly. It indicates that the scarcity of understanding the customer's expectation, service standard and design, executive and external communication with the customers can lead gaps between the expectation service and the real perceptive service. This tool provides a basic framework and excellent analytical method for the service quality improvement and the solution of the problems in marketing management.The thesis gives a profound analysis to the management of service quality on PING AN PORPERTY & CASUALTY INSURANCE COMPANY SHEN ZHEN BRANCH, finding out problems existing in the service quality, such as micro management, training, assessment, agency, service promise and so on, which lead gaps of service quality. What's more important, the thesis puts forward a set of strategies and measures by using the service blueprint skill, besides, by using BALANCED SCORECARD, the thesis promotes the solve of the problems of service quality to a strategical level to integrate all the factors, thus, to improve service quality.