寿险公司网络投诉案例实证研究

An Empirical Analysis of Online Insurance Complaints against Life Insurance Companies

通过世纪保网3年549个寿险投诉案件,采用内容分析法揭示寿险业诚信问题的真正原因,研究发现引发消费者不满的三大问题依次为:销售误导、销售员隐瞒合同内容和退保问题,理赔难仅位列第四。结论表明,寿险业增进消费者信任最有效的手段是加强对销售人员的管理,杜绝销售误导和隐瞒,并就退保规定向消费者作出明确说明。研究还发现,相对于市场占有率而言,外资寿险公司的被投诉率比中资寿险公司还高。

Through content analysis, the paper attempted to disclose the true causes for the credibility issue of the life insurance industry on the basis of 549 life insurance complaint cases gathered in the past three years by Century In- surance Website. We found that the three major problems leading to customer＇s dissatisfaction were as follows： sales misrepresentation, agent withholding certain contract content, dissatisfied policy surrendering. And difficult claim-set- tlement just ranked in the fourth place. It indicated that the most efficient means for the life insurance industry to gain trust from customers was to strengthen agent management, with the purpose to eradicate misleading selling and con- cealment and require agents to explain clearly policy surrender stipulations to consumers. Furthermore, it revealed that in terms of their market share, the complaint ratio of foreign life insurance companies was higher than that of domestic ones.