Customer Satisfaction Survey In Insurance

Insurance has adopted the strategy of "business first, service last" with its emphasis on expansion of scale over the twenty years since 1980s. The strategy was of importance to insurance during its recovering. With the rapid development, insurance has grown out of nothing and expanded to a large scale with a strong tendency of homogenization. Consequently, insurance companies scrambles for customer resources. Confronted with the new environment, the strategy of insurance has shifted from the previous "business and scale first" to present "customer first", in order to improve the customer satisfaction and attract more customers.In the theoretical research part, the author analyses the transformation of insurance strategy, the research background as well as the meaning of customer satisfaction, reviews the development of its definition and discuss the relationship among customer, customer satisfactionand customer loyalty, with some points on driving factors of customer satisfaction and other related factors. Meanwhile, the author establishes the theoretical foundation for the customer satisfaction evaluation model of Y through analysis of the index number of Sweden, the United States, Norway and Europe respectively in time sequence.In the empirical research part, the author sets Y as the case and attempts to establish the YCSI of Y with the help of American customer satisfaction index model. To highlight the important role of customer service in the increase of customer satisfaction, the author decomposes the perceptive quality to service perceptive quality and product perceptive quality, with five structure variables in all as follows:customer expectation, service perceptive quality, product perceptive quality, perceptive value and customer satisfaction. The author, based upon the survey and analysis, provides solution to the low customer satisfaction and draws the conclusion that the customer satisfaction index of Y is 63.7%. With the strategy of "customer first" and the advanced customer relationship management adopted in the entrepreneurship practice, the thesis enlightens further reflection and discussion for the sustainable development of Y company.