Improving service quality. The case of United Insurance Company Nguyễn Chiến Thắng Đại học Quốc gia Hà Nội Ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: Nguyễn Việt Dũng Năm bảo vệ: 2013 Abstract: 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. Keywords: Quản trị kinh doanh; Dịch vụ bảo hiểm; Bảo hiểm Content 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 78 1 REFERENCES English: 1. Brady, M. K.; Cronin, J.J (2001), “Some new thoughts on conceptualizing perceived service quality: A hierarchical approach”, Journal of marketing, pp. 34-49. 2. Cronin J.J.; Taylor, S. A (1992), “Measuring service quality: Reexamination and extension”, Journal of Marketing, pp. 55-68. 3. Gayathri, H.; M. 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Suuroja, Maive (2003), “Service quality — Main conceptuallizations and critique”, University of Tartu - Faculty of Economics & Business Administration Working Paper Series, p3-27. 11. United Insurance Company ( 2008-2012) “ Annual report” 79 Vietnamese: 12. Bộ Tài chính, Báo cáo thường niên 2008,2009,2010,2011 Thị trường bảo hiểm Việt Nam 13. Hiệp hội bảo hiểm, Báo cáo nhanh 2012 Thị trường bảo hiểm Việt Nam 14. Hoàng Trọng - Chu Nguyễn Mộng Ngọc (2005), Phân tích dữ liệu liệu nghiên cứu với SPSS, NXB Thống Kê 15. Kotler, P & Amstrong, G. (2004), Những nguyên lý tiếp thị (tập 2), NXB Thống Kê 16. Nguyễn Thị Phương Trâm (2008), Chất lượng dịch vụ ngân hàng điện tử: so sánh giữa mô hình SERVQUAL và GRONROOS, Luận văn thạc sỹ kinh tế, Trường đại học Kinh tế TP.HCM . Tài chính, Báo cáo thường niên 2008,2009,2010,2011 Thị trường bảo hiểm Việt Nam 13. Hiệp hội bảo hiểm, Báo cáo nhanh 2012 Thị trường bảo hiểm Việt Nam 14. Hoàng Trọng - Chu Nguyễn Mộng Ngọc. considered improving insurance service quality as the priority task of company. Keywords: Quản trị kinh doanh; Dịch vụ bảo hiểm; Bảo hiểm Content TABLE OF CONTENT CHAPTER I: OVERVIEW. Thống Kê 16. Nguyễn Thị Phương Trâm (2008), Chất lượng dịch vụ ngân hàng điện tử: so sánh giữa mô hình SERVQUAL và GRONROOS, Luận văn thạc sỹ kinh tế, Trường đại học Kinh tế TP.HCM