Luận văn thạc sĩ relationship between service quality and customer satisfaction in life insurance services in viet nam

Luận văn thạc sĩ nghiên cứu relationship between service quality and customer satisfaction in life insurance services in viet, khảo sát thực trạng, phân tích nguyên nhân, đề xuất

• Tác giả: Lê Thị Bích Đào
• Người hướng dẫn: Professor Phạm Quốc Hùng
• Trường học: University of Economics Hochiminh City
• Chuyên ngành: Business Administration
• Đề tài: Mối Quan Hệ Giữa Chất Lượng Dịch Vụ Và Sự Hài Lòng Của Khách Hàng
• Loại tài liệu: Master Thesis
• Năm xuất bản: 2012
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• ACKNOWLEDGEMENT
• ABSTRACT
• TABLE OF CONTENTS
• 1. CHAPTER 1: INTRODUCTION
• 1.1. RESEARCH METHODOLOGY AND SCOPE
• 1.2. STRUCTURE OF THE STUDY
• 2. CHAPTER 2: LITERATURE REVIEW
• 2.1. THE LINK BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION
• 2.2. LIFE INSURANCE IN VIET NAM
• 2.3. HYPOTHESIS AND EMPIRICAL MODEL
• 2.3.1. Scale to measure service quality
• 2.3.2. Scale to measure customer satisfaction
• 2.3.3. Data analysis techniques
• 4. CHAPTER 4: EMPIRICAL RESULTS OF THE RESEARCH
• 4.1. CHARACTERISTICS OF RESEARCH SAMPLES
• 4.2. CONFIRMATORY FACTOR ANALYSIS (CFA)
• 4.3. CUSTOMER SATISFACTION WITH SERVICE QUALITY
• 5. CHAPTER 5: CONCLUSIONS, RECOMMENDATIONS AND LIMITATIONS

Tóm tắt

I. Tổng quan về mối quan hệ giữa chất lượng dịch vụ và sự hài lòng của khách hàng

Mối quan hệ giữa chất lượng dịch vụ và sự hài lòng của khách hàng đã được nghiên cứu rộng rãi trong nhiều lĩnh vực, đặc biệt là trong ngành bảo hiểm nhân thọ. Nghiên cứu này nhằm làm rõ các yếu tố ảnh hưởng đến sự hài lòng của khách hàng trong bối cảnh dịch vụ bảo hiểm tại Việt Nam. Chất lượng dịch vụ không chỉ là một yếu tố quan trọng trong việc thu hút khách hàng mà còn là yếu tố quyết định trong việc giữ chân khách hàng lâu dài.

1.1. Định nghĩa chất lượng dịch vụ trong ngành bảo hiểm

Chất lượng dịch vụ trong ngành bảo hiểm được định nghĩa qua nhiều yếu tố như độ tin cậy, sự đảm bảo, và sự tương tác giữa nhân viên và khách hàng. Những yếu tố này không chỉ ảnh hưởng đến sự hài lòng mà còn quyết định đến sự trung thành của khách hàng.

1.2. Tầm quan trọng của sự hài lòng của khách hàng

Sự hài lòng của khách hàng là yếu tố then chốt trong việc duy trì và phát triển thị trường bảo hiểm. Khách hàng hài lòng có xu hướng giới thiệu dịch vụ cho người khác, từ đó tạo ra một mạng lưới khách hàng tiềm năng.

II. Những thách thức trong việc nâng cao chất lượng dịch vụ

Ngành bảo hiểm nhân thọ tại Việt Nam đang đối mặt với nhiều thách thức trong việc nâng cao chất lượng dịch vụ. Sự cạnh tranh ngày càng gia tăng và yêu cầu của khách hàng ngày càng cao đã tạo ra áp lực lớn cho các công ty bảo hiểm. Việc hiểu rõ những thách thức này là cần thiết để phát triển các chiến lược phù hợp.

2.1. Cạnh tranh khốc liệt trong ngành bảo hiểm

Sự gia tăng số lượng công ty bảo hiểm đã tạo ra một môi trường cạnh tranh khốc liệt. Các công ty cần phải cải thiện chất lượng dịch vụ để nổi bật hơn so với đối thủ.

2.2. Yêu cầu ngày càng cao từ khách hàng

Khách hàng hiện nay không chỉ tìm kiếm sản phẩm bảo hiểm mà còn mong muốn trải nghiệm dịch vụ tốt nhất. Điều này đòi hỏi các công ty phải liên tục cải tiến và đổi mới.

III. Phương pháp nâng cao chất lượng dịch vụ hiệu quả

Để nâng cao chất lượng dịch vụ, các công ty bảo hiểm cần áp dụng những phương pháp hiệu quả. Việc đào tạo nhân viên, cải thiện quy trình phục vụ và sử dụng công nghệ hiện đại là những yếu tố quan trọng.

3.1. Đào tạo và phát triển nhân viên

Đào tạo nhân viên không chỉ giúp nâng cao kỹ năng mà còn tạo ra một đội ngũ nhân viên tận tâm, sẵn sàng phục vụ khách hàng một cách tốt nhất.

3.2. Ứng dụng công nghệ trong dịch vụ

Công nghệ có thể giúp cải thiện quy trình phục vụ, từ việc tiếp nhận yêu cầu của khách hàng đến việc xử lý thông tin nhanh chóng và hiệu quả.

IV. Kết quả nghiên cứu về sự hài lòng của khách hàng

Nghiên cứu cho thấy rằng có mối liên hệ chặt chẽ giữa chất lượng dịch vụ và sự hài lòng của khách hàng. Các yếu tố như độ tin cậy và sự đảm bảo có ảnh hưởng lớn đến mức độ hài lòng của khách hàng trong ngành bảo hiểm nhân thọ.

4.1. Phân tích dữ liệu từ khách hàng

Dữ liệu từ 238 khách hàng cho thấy rằng những yếu tố như sự tin cậy và sự tương tác tích cực với nhân viên là những yếu tố chính ảnh hưởng đến sự hài lòng.

4.2. Kết quả từ các công ty bảo hiểm hàng đầu

Các công ty bảo hiểm hàng đầu tại Việt Nam đã áp dụng các chiến lược nâng cao chất lượng dịch vụ và đạt được sự hài lòng cao từ khách hàng.

V. Kết luận và triển vọng tương lai

Mối quan hệ giữa chất lượng dịch vụ và sự hài lòng của khách hàng trong ngành bảo hiểm nhân thọ là rất quan trọng. Các công ty cần tiếp tục cải thiện chất lượng dịch vụ để đáp ứng nhu cầu ngày càng cao của khách hàng.

5.1. Tương lai của ngành bảo hiểm tại Việt Nam

Ngành bảo hiểm nhân thọ tại Việt Nam có tiềm năng phát triển lớn. Việc nâng cao chất lượng dịch vụ sẽ là chìa khóa để thu hút và giữ chân khách hàng.

5.2. Đề xuất cho các công ty bảo hiểm

Các công ty bảo hiểm nên tập trung vào việc cải thiện trải nghiệm khách hàng và áp dụng công nghệ mới để nâng cao chất lượng dịch vụ.

Trích đoạn nội dung tài liệu

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY --- oOo --- LÊ THỊ BÍCH ĐÀO RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION IN LIFE INSURANCE SERVICES IN VIET NAM MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – 2012 1 TIEU LUAN MOI download : [e-mail] MINISTRY OF EDUCATION AND TRAINING ACKNOWLEDGEMENT UNIVERSITY OF ECONOMICS HOCHIMINH CITY --- oOo --- I would like to express my deepest gratitude to my research supervisor, Professor Pham Quoc Hung for his intensive support, valuable suggestions, guidance and encouragement during the course of my study. I would like to express my sincere gratitude to all of my teachers at Faculty of Business Administration and Postgraduate Faculty, University of Econimics Hochiminh City for their teaching and guidance during my MBA course. LÊ THỊ BÍCH ĐÀO My sincere thanks is extended to Professor Nguyen Dinh Tho, Dr. Tran Ha Minh Quan, Dr.

Nguyen Thi Nguyet Que, Dr. Nguyen Thi Mai Trang, Dr. Nguyen Van Ngai for their valuable time as members of examination committee. Their comments and suggestions were of great value for my study.

RELATIONSHIP I would also like to avail this opportunity to BETWEEN express my appreciation to Professor SERVICE QUALITY AND CUSTOMER SATISFACTION Nguyen Dong Phong, UEH Board of Directors for creating MBA program in English and Dr. Tran Ha Minh Quan for his support during the course. IN LIFE INSURANCE SERVICES IN VIET NAM I would like to specially express my thanks to all of my classmates, my friends, and my colleagues for their support and encouragement. I sincerely thank the management and staff of AIA Insurance, Prudential, Bao Viet, MAJOR: BUSINESS ADMINISTRATION Dai-ichi life, Manulife, and ACE Life insurance for contributing to this study.05 Last but not least I must express my gratitude to my beloved parents, my husband Nguyen Ngoc Minh and daughter Minh Anh who have always sacrificed to MASTER encourage and support me during THESIS these years of study.

SUPERVISOR : PROFESSOR PHẠM QUỐC HÙNG Ho Chi Minh City – 2012 2 TIEU LUAN MOI download : [e-mail] ACKNOWLEDGEMENT I would like to express my deepest gratitude to my research supervisor, Professor Pham Quoc Hung for his intensive support, valuable suggestions, guidance and encouragement during the course of my study. I would like to express my sincere gratitude to all of my teachers at Faculty of Business Administration and Postgraduate Faculty, University of Econimics Hochiminh City for their teaching and guidance during my MBA course. My sincere thanks is extended to Professor Nguyen Dinh Tho, Dr. Tran Ha Minh Quan, Dr.

Nguyen Thi Nguyet Que, Dr. Nguyen Thi Mai Trang, Dr. Nguyen Van Ngai for their valuable time as member of examination committee. Their comments and suggestions were of great value for my study.

I would also like to avail this opportunity to express my appreciation to Professor Nguyen Dong Phong, UEH Board of Directors for creating MBA program in English and Dr. Tran Ha Minh Quan for his support during the course. I would like to specially express my thanks to all of my classmates, my friends, and my colleagues for their support and encouragement. I sincerely thank the management and staff of AIA Insurance, Prudential, Bao Viet, Dai-ichi life, Manulife, and ACE Life insurance for contributing to this study.

Last but not least I must express my gratitude to my beloved parents, my husband Nguyen Ngoc Minh and daughter Minh Anh who have always sacrificed to encourage and support me during these years of study. i TIEU LUAN MOI download : [e-mail] ABSTRACT The present study investigated the subject of service quality and its relationship to customer satisfaction in the context of life insurance industry service. A study of 238 respondents from six leading life insurance in Viet Nam was conducted in Ho Chi Minh City. This research, using confirmatory factor analyses, proposes a six dimensional service-quality instrument consisting of assurance, personalized financial planning, competence, corporate image, tangibles and technology in life insurance.

A paired “t” test and the cross-tabulation procedure were also carried out in this study to examine the relationship between service quality and customer satisfaction. The result from this paper confirmed that the two constructs are distinct, but are highly correlated, implying that an increase in one is likely to lead to an increase in another. Keywords: Service quality, customer satisfaction, confirmatory factor analysis, measurement, life insurance services. ii TIEU LUAN MOI download : [e-mail] TABLE OF CONTENTS ACKNOWLEDGEMENT.

ii TABLE OF CONTENTS. iii LIST OF FIGURES. iv LIST OF TABLES. vi CHAPTER 1: INTRODUCTION .4 RESEARCH METHODOLOGY AND SCOPE .5 STRUCTURE OF THE STUDY.

8 CHAPTER 2: LITERATURE REVIEW .4 THE LINK BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION. LIFE INSURANCE IN VIET NAM. HYPOTHESIS AND EMPIRICAL MODEL. Scale to measure service quality.

Scale to measure customer satisfaction. Data analysis techniques. 29 CHAPTER 4: EMPIRICAL RESULTS OF THE RESEARCH .2 CHARACTERISTICS OF RESEARCH SAMPLES. CONFIRMATORY FACTOR ANALYSIS (CFA).

33 iii TIEU LUAN MOI download : skknchat@gmail. CUSTOMER SATISFACTION WITH SERVICE QUALITY. 43 CHAPTER 5: CONCLUSIONS, RECOMMENDATIONS AND LIMITATIONS. 64 iv TIEU LUAN MOI download : [e-mail] LIST OF FIGURES Figure 2.1: Confirmatory factor analysis (CFA) – the initial model .2: CFA modified model.

40 v TIEU LUAN MOI download : [e-mail] LIST OF TABLES Table 4.1 : Response frequency of each brand .2 : Demographic characteristics of the respondents .3 : Skew and Kurtosis Values of Variables .4 : Reliability of the measurement instrument .6 : Standardized Regression Weights of variables (factor loadings) .7 : CFA results – Construct loadings .8 : Correlations matrix of variables.10: Results of paired “t” test .11: Correlation between customer satisfaction and service quality. 12: Cross-tabulation results between service quality and customer satisfaction with respect to assurance. 13: Cross-tabulation results between service quality and customer satisfaction with respect to personalized financial planning. 14: Cross-tabulation results between service quality and customer satisfaction with respect to competence .15: Cross-tabulation results between service quality and customer satisfaction with respect to tangibles .16: Cross-tabulation results between service quality and customer satisfaction with respect to corporate image .17: Cross-tabulation results between service quality and customer satisfaction with respect to technology .18: Degree of complete agreement and complete disagreement between service quality and customer satisfaction .19: Summary of the hypotheses testing results.

50 vi TIEU LUAN MOI download : [e-mail] Service Quality and Customer Satisfaction CHAPTER 1: INTRODUCTION 1.1 BACKGROUND Service quality and customer satisfaction have long been recognized as playing a crucial role for success and survival in today’s competitive market. They are two core concepts and crux of the marketing theory and practice (Spreng and Mackoy, 1996). A basic agreement emanating from the wide range of literature on service quality and customer satisfaction is that service quality and customer satisfaction are conceptually distinct but closely related constructs (Parasuraman et al., 1994; Dabholkar, 1995; Shemwell et al. Customer satisfaction is considered a prerequisite for customer retention and loyalty, and obviously helps in realizing economic goals like profitability, market share, return on investment, etc.

Service quality has been described as a form of attitude -a long- run overall evaluation, and service quality and attitude constructs are viewed as similar (Parasuraman et al., 1988; Zeithaml, 1988; Bitner et al., 1990; Bolton and Drew, 1991a, b; Cronin and Taylor, 1992; Bitner and Hubert, 1994). Perceptions of service quality could occur at multiple levels in an organization -e. with the core service, physical environment, interaction with the service providers, etc. Besides that, the customer's overall satisfaction with the services of the organization is based on all the encounters or experiences of the customers with that organization.

Similar to service quality, customer satisfaction can occur at multiple levels in an organization, e. satisfaction with the contact person, satisfaction with the core service and satisfaction with the company. In today's world of intense competition, the key to sustainable competitive advantage lies in delivering high quality service that will in turn result in satisfied customers (Shemwell et al. Page 1 TIEU LUAN MOI download : [e-mail] Service Quality and Customer Satisfaction The life insurance industry like many other financial services industries is facing a rapidly changing market, new technologies, economic uncertainties, fierce competition and more demanding customers has presented an unprecedented set of challenges.

Like other business domains, life insurance providers have started realizing that their business depends on customer service and customer satisfaction. With liberalization and internationalization in insurance, service quality has become an important means of differentiation and path to achieve business success. Such differentiation based on service quality can be a key source of competitiveness for insurance companies. With the increasing demands of customer, insurance sector has become competitive.

Customers are becoming increasingly aware of their expectations, and demand higher standards of services, as technology is enabling them to make comparisons quickly and accurately. Their perceptions and expectations are continually evolving and they may readily change providers if they are not satisfied with service quality they receive. This makes difficult for service providers to measure and manage services effectively. Therefore, the life insurance providers need to reconfigure their strategy and business to sustain or improve their competitive advantage.

Moreover, they need to consider how to create a satisfied customer base that will not be eroded even in the face of fierce competition. The trend of insurance companies shifting from a product-focused view to a customer-focused one has been developing recently as insurance products become increasingly hard to differentiate in fiercely competitive markets. Insurance companies in the world are consequently directing their strategies towards increasing customer satisfaction and loyalty through improved service quality. Numerous researchers have made theoretical and empirical contribution to the study of relationship service quality and customer satisfaction in various industries (like banking, healthcare, education etc).

However, the area of life insurance is not adequately researched. In addition, the causal relationships between service quality and customer satisfaction have been examined by a number of studies, but mainly at the level of aggregate constructs. The conclusions that the two constructs are Page 2 TIEU LUAN MOI download : [e-mail] Service Quality and Customer Satisfaction distinct though interrelated and that service quality is an antecedent of customer satisfaction, when focusing on the assessment of service quality in the context of a service relationship, is prevailing in the literature. However, little is known regarding the relationships between the two constructs at the level of individual dimensions.

This is a literature gap that this research attempts to narrow by reporting its findings from studying these links in a model of which the constituent variables are the individual dimensions of service quality and customer satisfaction. In addition, in Viet Nam, lack of empirical evidence about the relationship between quality and customer satisfaction in life insurance factor, is an issue for both academics and practitioners. There have not such study has been carried out in the area of life insurance. Given the importance of the life insurance industry in Viet Nam in terms of increasing market size, growing competition and the share of the total insurance premium market, this paper attempts to identify the service quality dimensions which contribute to the maximum customer satisfaction in the life insurance industry of Viet Nam.

Besides that, it also attempts to represent and estimate the interrelated causal relationships among these perceptual service quality dimensions with the overall satisfaction with life insurance services. In addition, it has been attempted to measure the complex and interdependent relationships between service quality dimensions, satisfaction dimensions and overall satisfaction with life insurance services.2 RESEARCH PROBLEMS Life insurance is designed to provide protection. Life insurance plays an important role in individuals’ and families’ financial lives both covering the life risk and to provide economic security to the dependent members of the family. Life insurance serves as a means to guarantee income and wealth transfer to future generations.