服务质量对品牌形象产生影响的实证分析——以中国人寿保险股份有限公司为例

An exponential analysis on the impact of service quality on brand image——A case study on China Life Insurance Company Limited

本文把验证保险公司的服务质量的标准归纳为有形展示、服务可靠、服务响应、服务保证及人本服务五个方面,通过实证分析的方法检验了这五个方面测量内容的可信度,并利用从客户问卷调查结果得到的数据进行统计分析,证明这五个方面反映出的服务质量与公司品牌形象有正相关性,其中服务可靠对于寿险企业品牌形象影响最大,其他依次为服务响应、人本服务、服务保证和有形展示。

The paper categorized service quality criteria into 5 parameters： visible demonstration, service reliability, service response, service guarantee and individualized service. The paper used exponential analysis to verify the creditableness of them, and further tested the correlation between the service quality defined by these 5 parameters and brand image through statistics from a customer questionnaire. It demonstrated that service reliability had the largest impact on brand image of life insurance enterprises, followed by service response, individualized service, service guarantee and visible demonstration.