| Under the trend of global economic integration, foreign insurance companies pour into domestic, making the originally fierce competition in the domestic life insurance market into the white-hot stage. Under the condition that products and prices are hard to differentiate, life insurance companies should to improve the service quality to gain the company core competitiveness. Sales network is the main place for insurance companies to provide services, represents the insurance company’s own image, decides customer satisfactory to the insurance company. Therefore, improving the quality of service of sales network have become an important means to stable customer group and increase the competitiveness of the life insurance company nowadays.This article from the customer perspective, links theory together with practice, and adopts the method combining the qualitative analysis and quantitative analysis. Firstly, through reading domestic and foreign papers related to service quality, customer satisfaction etc, this paper analyzed the factors to customer service quality for life insurance sales network and the effect to cooperate operation and image; based on H life insurance company, this paper studied the current situation and analyzed existing problems in qualitative analysis. Secondly, referring to the SERVQUAL scale, and combining the feature of life insurance companies, the paper built the service quality evaluation model of the sales network. The model divided life insurance sales network into three first class index, that is image quality, skill image, and process quality, then divided them into22evaluation indexes. Through the way of questionnaire and on-the-spot interview to obtain the relevant data, the paper used linear regression method to get the weight data. Finally, according to the result of qualitative analysis and the actual measurement, and put forward corresponding countermeasures to improve customer service quality. |
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