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Luận Quản trị kinh doanh: Improving service quality. The case of United Insurance Company = Nâng cao chất lượng dịch vụ trượng hợp của công ty bảo hiểm liên hiệp.

Luận văn ThS. Quản trị kinh doanh -- Khoa Quản trị Kinh doanh. Đại học Quốc gia Hà Nội, 2013
From its inception and development, insurance has been recognized as having contributed significantly to ensure the continuity, stability and efficiency of the production, circulation and social consumption through financial supporting by claim activity. It also plays an important role in the development of financial markets through capital investment. There are several factors contributed to success of company including effectively utilizing resources, applying new modern technology to improve service quality and reducing price… On Vietnamese insurance market, insurers are mainly competing by reducing premium or increasing commission but they lack of service quality improving strategy. However, due to rapid development of market competition, those advantages are no longer reliable decisive factor in competition. Therefore, service quality is becoming more and more important for client to select and use a service. In the same market trend, United Insurance Company (UIC) has considered improving insurance service quality as the priority task of company

1
CHAPTER 1: OVERVIEW OF THESIS
1.1. Introduction
After 18 year of market opening, non-life insurance market of Vietnam has
dramatically developed; average growth rate of premium for the period of
2006-2012 is about 23.6%. In 2012, Premium of non-life insurance market is
more than VND 22,316 billion accounted for 0.9% (compared with 0.6% in
2006). At the end of 2012, there are 29 non-life insurers on market including
16 joint-stock companies and 10 foreigner joint venture and foreigner owned
companies. The dynamic of foreigner companies helped to increase
competitiveness of market.
With increasingly severe competition in market, price-driven competition
will not bring sustainable growth for insurance companies. Therefore,
improving service quality has become the goal of many insurance companies
on the market
After 3 years working in United Insurance Company, I see that improving
service quality is important and priority task of company. Therefore, I chose
the subject “Improving service quality: the case of United Insurance
Company” as my master thesis
1.2. Objective of subject
UIC was established in 1997, with 16 years old UIC is one of most mature
insurer in Vietnamese insurance market. According to business characteristic
of company, UIC mainly focus on servicing Japanese client and most of them
is longtime client, hence for many years, service quality has not been assessed
and negatively affected. In result, company has become more dependent on
client, passive in client service, slow adoption to change and competitiveness
of market. UIC has very small market share and especially the growth rate of
TABLE OF CONTENT
CHAPTER I: OVERVIEW OF THESIS ............................................................................... 1
1.1. INTRODUCTION.............................................................................................................. 1
1.2. OBJECTIVE OF SUBJECT ................................................................................................. 1
1.3. SCOPE AND METHODOLOGY OF RESEARCH. ................................................................... 2
1.3.1. Scope of research.................................................................................................. 2
1.3.2. Method of research ............................................................................................... 2
1.4. STRUCTURE OF THESIS .................................................................................................. 3
CHAPTER II: THEORETICAL BASIS OF SERVICE QUALITY AND NON-LIFE
INSURANCE BUSINESS ........................................................................................................ 4
2.1. DEFINITION AND NATURE OF SERVICE ........................................................................... 4
2.1.1. Definition of service.............................................................................................. 4
2.1.2. Nature of service................................................................................................... 5
2.2. SERVICE QUALITY AND FACTORS OF SERVICE QUALITY................................................. 6
2.2.1. Definition of service quality.................................................................................. 6
2.2.2. Factors of service quality ..................................................................................... 8
2.3. SERVICE QUALITY MEASUREMENT .............................................................................. 11
2.4. CHARACTERISTICS OF NON-LIFE INSURANCE BUSINESS ............................................... 15
2.4.1. Principle of insurance business ......................................................................... 16
2.4.2. Characteristic of non-life insurance service....................................................... 17
CHAPTER III: RESEARCH METHODOLOGY AND SOME PRELIMINARY
RESULT .................................................................................................................................. 21
3.1. QUALITATIVE RESEARCH............................................................................................. 21
3.1.1. Design qualitative research ................................................................................ 21
3.1.2. Research model and scale of measurement ........................................................ 25
3.2. QUANTITATIVE RESEARCH .......................................................................................... 27
3.2.1. Design quantitative research.............................................................................. 27
3.2.2. Method of data analysis...................................................................................... 29
CHAPTER IV: ANALYSIS OF INSURANCE SERVICE QUALITY OF UNITED
INSURANCE COMPANY..................................................................................................... 31
4.1. BUSINESS OVERVIEW OF UNITE INSURANCE COMPANY .............................................. 31
4.1.1. History ................................................................................................................ 31
4.1.2. Business overview ............................................................................................... 32
4.2. SUMMARY OF QUANTITATIVE RESEARCH RESULT........................................................ 37
4.2.1. Sample description.............................................................................................. 37
4.2.2. Result of measurement scale testing ................................................................... 39
4.3. ANALYSIS OF ACTUAL SERVICE QUALITY OF UIC........................................................ 41
4.3.1. Reliability of insurance service........................................................................... 41
4.3.2. Responsiveness.................................................................................................... 43
4.3.3. Service capacity .................................................................................................. 47
4.3.4. Customer care..................................................................................................... 50
4.3.5. Convenient service access .................................................................................. 53
4.3.6. Overview assessment of service quality of UIC.................................................. 56
CHAPTER V: SOLUTIONS AND RECOMMENDATIONS TO IMPROVE
SERVICE QUALITY OF UNITED INSURANCE COMPANY ....................................... 60
5.1. OBJECTIVE AND DIRECTIONS OF DEVELOPMENT OF UIC ............................................. 60
5.2. SOLUTIONS TO IMPROVE SERVICE QUALITY OF UIC .................................................... 61
5.2.1. Improving favorable service access for customer .............................................. 61
5.2.2. Improving responsiveness................................................................................... 64
5.2.3. Improving service capacity................................................................................. 68
5.2.4. Improving customer care .................................................................................... 70
5.3. RECOMMENDATION..................................................................................................... 73
5.3.1. Recommendation for Insurance Supervisory Authority – Ministry of Finance .. 73
5.3.2. Recommendation for Vietnam Insurance Association (VIA) .............................. 73
CONCLUSION ....................................................................................................................... 76
APPENDIX.............................................................................................................................. 80

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