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论文编号：	10004
作者编号：	2120162756
上传时间：	2018/6/6 17:05:35
中文题目：	人寿保险服务质量、顾客满意度 与顾客忠诚度关系研究 ——以天津平安人寿保险为例
英文题目：	Research on the Relationship among Service Quality,Customer Satisfaction and Loyalty of Life Insurance: ——Evidence from Tianjin Ping An Life Insurance
指导老师：	杨坤
中文关键字：	人寿保险;服务质量;顾客满意度;顾客忠诚度
英文关键字：	Life Insurance; Service Quality; Customer Satisfaction; Customer Loyalty
中文摘要：	经济的发展、人民生活水平的提高和医疗水平的不断进步，这些都给人寿 保险的发展带来了很大的发展机遇。目前中国市场上人寿保险公司数量不断增 加，很多国外的人寿保险公司也在源源不断的涌入中国，人寿保险行业的竞争 日趋激烈。顾客是人寿保险公司最大的资源，人寿保险公司的竞争从根本上来 说其实就是争夺顾客资源的竞争。但是，目前人寿保险行业服务质量差强人意， 顾客满意度不高，顾客忠诚度不够，已经成为制约人寿保险发展的一个重要的 因素。而且，国内外关于人寿保险服务质量的实证研究还比较少，尤其是关于 人寿保险服务质量、顾客满意度和顾客忠诚度的研究更少，因此，本研究将对 人寿保险服务质量、顾客满意度与顾客忠诚度之间的关系进行研究，以期对提 高人寿保险服务质量、提高顾客满意度和顾客忠诚度提出一些建议。 首先，本研究在大量文献研究的基础上，提出了我国人寿保险服务质量的 五个维度，包括:有形性、可靠性、响应性、移情性和补救性，建立了我国人 寿保险基于服务质量的顾客满意度、顾客忠诚度模型，然后通过问卷调查的方 式对平安人寿天津分公司的顾客进行问卷调研并且利用 SPSS22.0 对数据进行 分析，对模型进行检验和验证。研究结果显示，有形性、可靠性、响应性、移 情性和补救性 5 个维度均对顾客满意度有显著的正向影响，对顾客忠诚度有显 著的正向影响，顾客满意度对顾客忠诚度有显著的正向影响，并且顾客满意度 在服务质量与顾客忠诚度的关系起到了中介作用。 最后，根据以上研究结果，提出了我国人寿保险公司尽可能提高服务质量， 从而提高顾客满意度，更多赢得顾客忠诚的建议。
英文摘要：	The development of the economy, the improvement of people’s living standards, and the continuous advancement of the medical level,these factors have brought great opportunities for the development of the life insurance industry. At present, the number of life insurance companies in China is constantly increasing. Particularly, many foreign life insurance companies are also constantly pouring into China. The competition in the life insurance industry is becoming increasingly fierce. Customer is the biggest resource of the life insurance company. However, the quality of service in life insurance industry is far from satisfactory, customer satisfaction is not high, and customer loyalty is not enough. This has also restricted the development of life insurance. Moreover, there are few empirical studies on the quality of life insurance services at home and abroad. Especially, the research on improving customer satisfaction and customer loyalty through service quality is not enough. Therefore, this paper will focus on service quality and the relationship among service quality, customer satisfaction and customer loyalty in life insurance. And this paper is studied to provide some suggestions for improving service quality, customer satisfaction and customer loyalty in the life insurance. First, this paper presents five dimensions of life insurance service quality in China including: tangible, reliability, responsiveness, empathy and recovery, and establishes the model among service quality, customer satisfaction and customer loyalty of Life Insurance in China. Then this paper conducts a questionnaire survey on the customers of Tianjin Ping An Life Insurance by the questionnaire survey and uses SPSS22.0 to analyze the data and test the model. The results of the research show that all the five dimensions of tangibility, reliability, responsiveness, empathy and recovery have a significant positive impact on customer satisfaction, a significant positive impact on customer loyalty, and customer satisfaction has a positive effect on customer loyalty. The customer satisfaction there is partly mediate influence on the loyalty. Finally, according to the results above, this paper proposes some suggestions to increase consumer satisfaction and gain more customer loyalty.
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