Research On Strategies To Improve Customer Satisfaction Of Personal Auto Insurance Of Y Compan

With the rapid development of China’s market economy and the increase in disposable income of urban and rural residents,the ownership of private motor vehicles is gradually stabilizing,and the development space of China’s private car insurance industry is also increasing.In this environment,how to explore the new business value of Y company in personal car insurance business,and how to improve the service quality of Y company to meet the growing customer requirements,thereby improving personal car insurance customer satisfaction,are the biggest problems and challenges that Y company is currently facing.The strategy for improving and enhancing customer satisfaction in enterprises should start with improving service quality,and incorporate service quality and customer satisfaction into the overall development plan of property insurance companies.This study first introduces the structure of Company Y,customer relationship management status,main business operations,and so on.Secondly,starting from the five dimensions of tangibility,reliability,assurance,responsiveness,and empathy of the SERVQUAL model,the Y Company Personal Car Insurance Customer Satisfaction SERVQUAL Scale was developed.The survey questionnaire was distributed and collected,and based on the descriptive,effective,and correlation analysis of the results using SPSSAU,From this,it can be concluded that: firstly,Y Company’s personal car insurance customer satisfaction is about seven points,which means there is still about three points of dissatisfaction from the perfect score of ten;Secondly,due to the significant positive correlation between customer satisfaction and tangible dimensions,reliability dimensions,assurance dimensions,responsiveness dimensions,empathy dimensions,etc.,these five dimensions can be used to improve the service quality of Company Y and ultimately enhance customer satisfactionFinally,the article proposes specific improvement measures for the problems in the five dimensions of the SERVQUAL model.Then,based on the improvement strategy,necessary safeguard measures were proposed for the promotion process:strengthening organizational leadership,improving organizational structure,and strengthening customer relationship management.