分 类 号 F842 单 位 代 码 10447
密级 学 号 1940260133
专业 硕士学 位论 文
C 保险公司车险客户满意度评价与提升研究
On Customer Satisfaction Evaluation and
Improvement of Auto Insurance of C Insurance Company
作 者 姓 名 吴英
专 业 名 称工商管理
指导教师姓名 匡萍 副教授
学 院 MBA 教育中心
论文提交日期 2022 年 6 月原 创 性 声 明
本人郑重声明：所提交的学位论文是本人在导师的指导下，独立进行研究取
得的成果。除文中已经注明引用的内容外，论文中不含其他人已经发表或撰写过的研
究成果，也不包含为获得聊城大学或其他教育机构的学位证书而使用过的材料。对本
文的研究作出重要贡献的个人和集体，均已在文中以明确方式标明。本人承担本声明
的法律责任。
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摘 要
车险综合改革带来了新的发展活力，多个竞争主体的存在，使得车险客户拥有更
多的自主选择权，这样的情形势必带来车险市场的竞争压力。在中国经济高质量发展、
各产业不断转型升级的背景下，车险欧亿·体育（中国）有限公司必须适应新形势，转变经营模式，关注客户
需求，不断提高客户满意度，以得到更好的发展。近年来，C 保险公司车险总体的业
务量不断上升，但是市场占有率持续下降，直到 2019 年增资扩股后，C 保险公司采
取了车险精细化管理、渠道特色建设等具体措施，以期改变这种不良的经营状态。
论文旨在通过客户满意度调查，从客户满意的角度分析 C 保险公司经营过程中
的薄弱环节。文章采用调查问卷法、统计分析法等研究方法，通过对客户满意度理论
的研究，选取其中符合车险特点的模型，结合 C 保险公司具体情况建立车险客户满
意度模型，进而设计出调查问卷。在对公司客户调查问卷回收、统计和分析后，发现
C 保险公司在经营过程中存在品牌建设管理混乱、缺乏差异化的战略布局、员工专业
能力欠缺，整体素质偏低、理赔时效滞后、粗放式管理等问题。
为促进 C 保险公司车险服务质量的提升，提高客户满意度，论文针对发现的问
题提出的改进措施包括：重视品牌形象建设提升市场竞争力、实施差异化战略拓展发
展空间、重视人才培养强化组织保障、优化理赔服务流程推动运营成本合理配置、实
施精细化管理提升车险核心竞争力。论文对 C 保险公司提升客户服务质量，满足客
户和市场的需求有一定的借鉴意义，有助于 C 保险公司的稳健经营，亦可为同欧亿·体育（中国）有限公司
的经营者提供有益借鉴。
关键词：车险；客户满意度；满意度调查
i聊城大学专业硕士学位论文
ABSTRACT
The comprehensive reform of auto insurance has brought new development vigor. The
existence of multiple competitors enables auto insurance customers to have more
independent choices. Such a situation will inevitably bring about competitive pressures in
the auto insurance market. Under the background of high-quality development of China;s
economy and continuous transformation and upgrading of various industries, the
automobile insurance industry must adapt to the new situation, change its business model,
pay attention to customer needs and continuously improve customer satisfaction in order to
achieve better development. In recent years, the overall business volume of auto insurance
of C insurance company has been increasing, but the market share has continued to decline
and has been in a state of loss. Until 2019, after capital increase and share expansion, C
insurance company has taken specific measures such as fine management of auto insurance
and construction of channel characteristics, in order to change this state of continuous loss.
This thesis aims to analyze the weak links in the business process of C insurance
company from the perspective of customer satisfaction through customer satisfaction
survey. This thesis adopts the research methods of questionnaire and statistical analysis.
Through the research of customer satisfaction theory, this thesis selects the model that
conforms to the characteristics of auto insurance, establishes the customer satisfaction
model of auto insurance combined with the specific situation of C insurance company, and
then designs the questionnaire. After the collection, statistics and analysis of the company;s
customer questionnaire, it is found that C insurance company has some problems in the
business process, such as confusion in brand construction and management, lack of
differentiated strategic layout, lack of professional ability of employees, low overall quality,
lagging claim settlement timeliness, extensive management and so on.
In order to promote the improvement of auto insurance service quality of C insurance
company, the improvement measures proposed in this thesis include: paying attention to
brand image construction to enhance market competitiveness, implementing differentiation
ii聊城大学专业硕士学位论文
strategy to expand development space, paying attention to talent training, strengthening
organizational guarantee, optimizing claims service process, promoting rational allocation
of operating costs, implementing fine management to improve the core competitiveness of
auto insurance. This thesis has a certain reference significance for C insurance company to
improve customer service quality and meet the needs of customers and the market, which
is conducive to the steady operation of C insurance company, and can also be used as an
example for the economic development of the same industry. Provide useful reference for
operators.
Key Words: auto insurance; customer satisfaction; satisfaction surve
iii