A Study on Customers Perception about the Domestic Insurance Industry

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Insurance industry is characterized as intangible products and complex contracts. In this respect, trust is a key factor in the establishment of long-term relationships between insurers and their customers. The enhancement of credibility and reliability is particularly important within insurance service industry because of the abstract nature of service products. The purpose of this research is to measure the level of domestic insurance industry s social credibility and reliability, and suggest measures to restore the trust of the insurance industry. This study analyzes the cognition and perception of domestic insurance policyholders and potential customers on the level of social reliability, the causes of low credibilty if any, and the measures of enhancing the reliability level. For the analysis of survey questionnaire, partially ranked data analysis is employed. Our results demonstrate that most respondents recognize that the reliability of insurance industry is lower than that of other financial industry. The main reason for this low reliability is the lack of sales forces specialty and ethic education, the complexity of insurance products and contracts, and the negative media release about insurance industry. To enhance the social reliability level of insurance, establishment of the future insurance image is essential, and that can be achieved throughout strengthening the insurance education and public relations. The customer-oriented and solvency management as well as the reinforcement of ethics management are highly and quickly required for enhancing the credibility and reliability of insurance industry and also strengthening products marketability.