Research On The Improvement Of Internet Insurance Customer Satisfaction Based On Service Quality

In the era of high-tech such as the Internet and big data,the Internet insurance business has grown by leaps and bounds with broad prospects.But there are also some serious problems with Internet insurance service.The core of Internet insurance is customer.Win customer satisfaction and we can improve our core competitiveness and gain market.Based on the perspective of service quality,this paper studies the factors affecting the satisfaction of Internet insurance customer,and finds an effective way to improve the satisfaction of Internet insurance customer.The research work was mainly carried out from the following aspects:First,this paper improved the SERVQUAL scale and added "remediation" to the scale.Then,through literature research,combined with suggestions from experts,senior workers and customers,an initial questionnaire containing six dimensions of customer satisfaction impact factors was designed.The initial questionnaire was revised through the questionnaire pre-survey and the reliability and validity tests of the formal questionnaire data,and finally 22 influencing factors closely related to customer satisfaction were obtained.Secondly,this paper used the interpretative structural modeling to analyze the hierarchical relationship between the factors affecting customer satisfaction from a qualitative perspective and established a hierarchical structure model and found the direct factors,key factors and root causes that affect customer satisfaction.Studies show that the direct factors mainly relate to the product aspect and the attitude of the service personnel to introduce the product.The root cause is mainly related to the security aspect and the service of online service personnel.Then,the rough sets theory was combined with the analytic hierarchy process to calculate the importance of each influencing factor from a quantitative perspective.Through the ranking of importance,it is found that the factors related to security are ranked highest,followed by the factors affecting the service of online servicepersonnel.Finally,the hierarchical structure model and the importance of each factor were combined and comprehensively analyzed,and the recommendations of Internet insurance companies to improve customer satisfaction are given.