Customer Satisfaction Evaluation Of A Life Insurance Company Based On ACSI Model

With the development of China’s insurance industry, the number ofinsurance company is growing, and the competition among insurancecompanies is increasing fierce. A life insurance company, be faced withdeclining market share, customer loss, escalation complaint and so on, tomaintain the leading position in the insurance market, the only way is adhere tothe customer orientation and improving customer satisfaction.Customer satisfaction investigation is the best breakthrough to satisfy thecustomer demand, based on the customer orientation. On the basis ofcustomer satisfaction theory and related concepts, this paper analyzed the statusquo and existing problems in A life insurance company’s customer satisfaction,and found that: although A life insurance company has been carrying out thecustomer satisfaction investigation for ten years, there are still some problemsin the investigation, such as not enough scientific model, loss of systematicnessor pertinence in evaluation indexs, simple method in data analysis, missing thekey to customer satisfaction, etc.To improve the shortcomings of A life insurance company customersatisfaction, and to be more systematic and targeted in guiding A life insurancecompany to improve customer satisfaction, first analyze customer satisfactiontheory and the related concepts, and indentify American customer satisfactionindex (ACSI) model as the basis for A life insurance company to improvecustomer satisfaction. Second, build the index system of customer satisfactionevaluation for A life insurance company, combining the ACSI model with A life insurance company’s operating characteristics. Third, design the questionnaire,conduct customer satisfaction survey, and collect data to customer satisfaction.Fourth, analyze the customer satisfaction date from different dimensions,applying SPSS19.0software and using the analysis of variance, correlationanalysis, regression analysis, system cluster analysis and other scientificmethods of statistical analysis. Fifth, find the key to improve A life insurancecompany’s customer satisfaction and the priorities, and put forward somecountermeasures from the perspectives of overall service and componentservices.This research results, fill the gap of the current customer satisfactionresearch in the field of life insurance. It not only provides the basis of decisionfor A life insurance company’s customer satisfaction improvement, but alsoprovides the reference for the whole life insurance industry on customersatisfaction investigation.