【正文】 中央廣播電視大學人才培養(yǎng)模式改革和開放教育試點項目 陜西廣播電視大 學本科畢業(yè)論文 保險公司續(xù)收服務品質提高的思考和探索 作 者 專 業(yè) 年 級 學 號 指導教師 答辯日期 成 績＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿ 摘 要 伴隨隨著社會經濟的不斷發(fā)展，以及受政策導向的影響，商業(yè)保險的社會經濟職能及保障作用日益凸 顯，人身商業(yè)保險公司的服務品質好壞對公司的未來發(fā)展起著至關重要的作用，而服務品質的落腳點主要為續(xù)期客戶的相關服務，故如何提升續(xù)收服務品質必將成為整個行業(yè)及監(jiān)管機構共同關注的問題。除此之外，續(xù)收品質更是公司、業(yè)務人員與客戶之間關系的直接反映，好的續(xù)收品質可以帶來良好的客戶及市場口碑，增強客戶忠誠度，促進公司業(yè)務人員留存，為新業(yè)務開展營造良好的市場環(huán)境，從而實現(xiàn)公司持續(xù)健康發(fā)展。 本文運用目前最新的客戶關系管理理論，透過研究新華保險陜西分公司西安保費部有關客戶服務品質方面的運做，剖析企業(yè)存在的優(yōu)勢劣勢和存在的問 題，運用經濟學管理學營銷學等知識進行研究，并在客戶細分、客戶識別、客戶維護、新政策導向等方面進行詳細闡述，從組織、控制、協(xié)調、技術等方面為公司設計較完整的客戶關系管理體系。本文運用多學科知識對新華保險陜西分公司西安保費部客戶關系管理進行研究，設計提供具有實踐意義和可操作的區(qū)域化經營方法，建立長期管理發(fā)展模型，使得理論與實踐針對企業(yè)有較好的結合。 關鍵詞： 服務品質 區(qū)域化經營 客戶忠誠度 Abstract With the continuous development of social economy, as well as by the impact of policyoriented socioeconomic functions and protect the increasingly prominent role of mercial insurance, Personal service quality mercial insurance pany is good or bad for the future development of the pany plays a vital role, and service quality endcustomers mainly related services to renew, so how to enhance the quality of service received continued throughout the industry and will bee regulatory issues of mon concern. In addition, the continued closing is a direct reflection of the quality of the relationship between the panies, business people and customers receive good quality can bring continued good customer and market reputation, enhance customer loyalty, promote business staff retention, as new business development and create a favorable market environment, in order to achieve sustainable and healthy development of the pany. In this paper, the latest customer relationship management theory, transportation through research related to quality of customer service Xinhua Insurance premiums Xi39。an, Shaanxi Branch of the Ministry to do, advantages and disadvantages and problems of existence of the business analysis, the use of economics management marketing knowledge conduct research and customer segmentation, customer identification, customer maintenance, and other aspects of the new policy orientation in detail, from the anization, control, coordination, and technology for the pany to design a more plete customer relationship management system. In this paper, the use of multidisciplinary knowledge NCI Xi39。an, Shaanxi Branch of the Ministry of premium customer relationship management research, designed to provide regional manage ment methods have practical significance and operable to establish a longterm management development model, making the theory and practice better for business bined. Keywords: quality of service regionalization customer loyalty . 目錄 一 、 引言 1 （一） 研究的背景及意義 ...................................................................................................... 1 1 選題研究的背景 ........................................................................................................... 2 2 選題研究的意義 ........................................................................................................... 2 （二） 區(qū)域化經營的理論綜 述 ............................................................................................... 2 1 區(qū)域化經營的內涵 ....................................................................................................... 3 2 區(qū)域化經營的特征 ....................................................................................................... 3 3 實施區(qū)域化的必要性 ................................................................