Study On Customer Satisfaction Of Xingtai Branch Of China Life Insurance Company Limited

With the continuous development of China's economic construction and the enhancement of people's awareness of security,the potential of life insurance market has been constantly tapped and released.Customers have also shifted from perceptual and passive acceptance of marketing to rational and active selective purchase,which not only compares life insurance products,but also compares a series of services provided by life insurance companies.People's awareness of risk prevention is increasing,market demand continues to rise,which promotes the explosive growth of the domestic life insurance market and the rapid growth of business scale.With the release of regulatory policies,commercial insurance companies have outsourced services to represent part of the original government social insurance.However,due to the lack of follow-up on the staffing,service system construction and management of life insurance companies,the service level of life insurance companies is out of proportion to the business scale,which leads to more customer complaints,resulting in lower customer satisfaction with the life insurance companies as a whole and affecting the image of the industry.In order to reverse the overall social image of the industry,life insurance companies urgently need to make breakthroughs in service management and service quality,gradually improve customer satisfaction and guide the healthy and stable development of the industry!In order to improve the customer service satisfaction of life insurance companies,this paper establishes a customer satisfaction model for the life insurance industry,interviews the customers and potential customers of China Life Insurance in Xingtai City,through questionnaire survey,uses SPSS software for data analysis,and verifies the dimensions of life insurance industry satisfaction through factor analysis and regression test,including: social image,enterprise strength.The results show that the four dimensions of life insurance company's social image,enterprise strength,salesman's service ability and after-sales service level have significant positive impact on customer satisfaction,while social image has little impact on customer satisfaction.Salesmen's service ability has the greatest impact,the remaining is the level of after-sales service,enterprise strength.On the basis of the above research,the development countermeasures and guarantee measures to improve customer satisfaction are put forward.Hope to give life insurance companies some reference,but also hope to draw attention to customer service satisfaction of life insurance companies,in the future development of life insurance companies to continuously improve customer satisfaction,from a strategic point of view to do a good customer management,in order to seek longer-term development of the company.