A Study on the Quality and Satisfaction of Life Insurance Industry by Kano Model

[[abstract]]During these years, people?s needs toward life insurance are expanding due to the increase of GDP and risk consciousness. According to the statistical data of Insurance Trade Association of Republic of China, in year 2004, the income of valid life insurance contract is up to 1.3 trillion, the rate of taking out insurance policy is 166.3% and each individual owns 1.6 insurance policy in average. If we can amend people?s traditional concept of insurance industry in such a potential and competitive business environment, and try to improve our service in order to become the best-known insurance company among all the insurants. So we have to stand on consumer?s side and think what they?re thinking in order to find out the service they truly need. In accordance with this, we can not only prevent keen competition in this highly competitive life insurance market but also to provide the Blue Ocean Policy based on market differences. This article discusses the properties of Service Quality in life insurance market by Kano Two-Dimentional Quality Mode and further analyzes the degree of satisfaction after using in order to add satisfactory items and delete unsatisfactory items. The outcome of the research: 1?Kano Two-Dimentional Quality Mode: Domestic life insurants still account for the majority of traditional ?One-Dimentional Quality Mode ?. Their concept towards? Two-Dimentional Quality Mode? still needs plenty of time and space to develop. 2?Satisfaction of Life Insurance Service Quality? The statistics of various population affect the satisfaction of life insurance service quality. Among them, ?monthly income? is one of the factors that has the most obvious effect power. 3?The relation between variables of statistics of population and insuring behavior : The difference in the variables of statistics of population has a distinct effect on insuring behavior. ?Monthly income? and ?age? are the two factors that have the most affecting power. Based on above-mentioned suggestion plans, the construction policies to be aimed at are ?emphasis on clients ? rights and interests?, ?rapid compensating service?, ?reasonable commodity prices?, ?the consulting ability of sales representatives towards insurance accidents? and ?the aim for our company to gain National Service Quality award??etc. in order to provide suitable service quality and educational training to sale representatives. ?Branch Service Company? is one of the conservative policies. For cost-cutting policies, we should aim at ?Up-to-date company equipment?, ?promotion design?, ?company commercials? and ?commodity integration and diversity