A Study On The Service Quality For The Central Branch Of H Insurance Company

With the continuous prosperity of material life,people's yearning for a better life has become a new goal.With the gradual enhancement of risk awareness,people's recognition of insurance has been strengthened,commercial insurance has been widely accepted,the development potential of insurance has been explored,and the insurance industry is in the golden period of development.The large-scale development of the insurance market also makes the competition in the industry more fierce.Under the condition of the convergence of products and prices of different insurance companies,service quality,as the soft power of the company's development,has become the fundamental to improve the competitiveness of insurance companies.At present,all walks of life for the insurance industry service quality research methods are relatively simple,in order to better study the service quality of insurance companies,this paper uses SERVQUAL scale and service quality gap model to study.This study takes H insurance central branch company as the object,and the research methods mainly use the combination of theory and practice.Using Service quality evaluation model combined with the characteristics of the insurance industry service design questionnaire survey.Confirm the existence of service quality gap according to the results of questionnaire.Combined with the service quality gap model,analyze the problems of insurance companies in terms of cognition gap,standard gap,communication gap and publicity gap.On this basis,a series of suggestions to bridge the gap are put forward: strengthening customer expectation research,improving internal and external communication level,improving service capacity of business office,optimizing personnel selection,attaching importance to staff training system construction,and strengthening customer expectation management and so on.Based on the actual situation of H insurance central branch company,this study puts forward these practical suggestions,which has practical guiding significance for improving the overall service quality level of the company and improving customer satisfaction.