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Improving the quality of personal customer care services at Daiichi Life Insurance Vietnam - Hue General Agency Office 1 - 1


HUE UNIVERSITY UNIVERSITY OF ECONOMICS

FACULTY OF BUSINESS ADMINISTRATION

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GRADUATION THESIS

Improving the quality of personal customer care services at Daiichi Life Insurance Vietnam - Hue General Agency Office 1 - 1

IMPROVING THE QUALITY OF INDIVIDUAL CUSTOMER CARE SERVICES AT DAI-ICHI LIFE VIETNAM INSURANCE COMPANY –

HUE 1 GENERAL AGENT OFFICE


HOANG THI THUY TIEN


Course: 2017 – 2021


HUE UNIVERSITY UNIVERSITY OF ECONOMICS

FACULTY OF BUSINESS ADMINISTRATION

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GRADUATION THESIS

IMPROVING THE QUALITY OF INDIVIDUAL CUSTOMER CARE SERVICES AT DAI-ICHI LIFE VIETNAM INSURANCE COMPANY –

HUE 1 GENERAL AGENT OFFICE



Student Hoang Thi Thuy Tien Class: K51A KDTM

Instructor: MSc. Hoang Long


Course: 2017 – 2021


To carry out and complete this research topic, I received a lot of attention and help from teachers, from the internship unit - Dai-ichi Life Insurance Company Vietnam - Hue 1 General Agency Office and from customers in Hue city.

I would like to express my sincere thanks to all the teachers of Hue University of Economics for wholeheartedly imparting valuable experiences and knowledge to me during my time studying at the school.

In particular, I would like to express my sincere thanks to lecturer Th.S Hoang Long, who directly guided and helped me wholeheartedly throughout the process of internship, research and completion of this thesis.

I would also like to thank the Board of Directors of Dai-ichi Life Vietnam Insurance Company - Hue 1 General Agency Office, and the staff in the company for guiding, helping and creating favorable conditions for me during my internship at the unit. I sincerely thank the customers who enthusiastically cooperated during the process of my investigation and data collection, helping me complete the research paper.

Finally, I would like to express my sincere thanks to my family, relatives and friends who have helped and encouraged me to complete this thesis.

Once again, my sincere thanks.


Hue, January 2021


Student practice


Hoang Thi Thuy Tien


LIST OF ABBREVIATIONS IN THE TOPIC


BH : Insurance

BHNT: Life insurance

CLDV: Service quality

CSKH: Customer care

DN : Enterprise

KH: Customer

LLC: Limited liability company with one member

VP TĐL: General agent office

INDEX

THANK YOU i

LIST OF ABBREVIATIONS IN THE TOPIC ii

TABLE OF CONTENTS iii

LIST OF TABLES vii

LIST OF CHARTS AND FIGURES ix

PART I: PROBLEM STATEMENT 1

1. Urgency of the topic 1

2. Research objective 2

3. Research questions: 3

4. Research object and scope 3

5. Research methods 4

6. Topic structure 13

PART II: RESEARCH CONTENT AND RESULTS 14

CHAPTER I. OVERVIEW OF THE RESEARCH PROBLEM 14

1.1. Customer 14

1.1.1. Concept of customer 14

1.1.2. Customer classification: 14

1.1.3. The role of customers for businesses 17

1.2. Service 18

1.2.1. Service concept: 18

1.2.2. Characteristics of service 20

1.2.3. Insurance services 22

1.3. Service quality 24

1.3.1. Concept of service quality 24

1.3.2. Characteristics of service quality 25

1.3.3. Quality of insurance services 26

1.3.4. Basic principles of insurance 27

1.4. Customer service 28

1.4.1. Concept of Customer Care 28

1.4.2. Customer care purpose 30

1.4.3. The role of customer care for businesses 30

1.4.4. Quality of personal customer care service of insurance 32

1.5. Overview of Life Insurance 33

1.5.1. The process of formation and development of Life Insurance 33

1.5.2. Concept of Life Insurance 33

1.5.3. Characteristics of Life Insurance 34

1.5.4. Types of Life Insurance 35

1.5.4.1. Life insurance in case of death 36

1.5.4.2. Insurance in case of survival 39

1.5.4.4. Additional Insurance Terms 40

1.5.5. The role of life insurance 41

1.5.5.1. The role of life insurance in the economy and society 41

1.5.5.2. The role of life insurance for economic and social organizations 42

1.5.5.3. The role of life insurance for individuals and households 42

1.6. Overview of research models on customer service quality 44 1.6.1. SERVQUAL model 44

1.6.1.1. Five gaps model of service quality 44

1.6.1.2. Service quality components 48

1.6.2. Service quality model according to SERVPERF scale 49

1.6.2. Technical quality/functional quality model 50

1.6.3. Customer satisfaction 52

1.6.4. The relationship between service quality and customer satisfaction 53

1.6.5. Research model and measurement scale 54

1.6.5.1. Research model 54

1.6.5.2. Scales 56

CHAPTER 2: IMPROVING THE QUALITY OF PERSONAL CUSTOMER CARE SERVICES OF DAI-ICH LIFE VIETNAM LIFE INSURANCE COMPANY_HUE 1 GENERAL AGENT OFFICE 59

2.1. Overview of Dai-ichi Life Vietnam Insurance Company _Hue Office1.

................................................................................................................................ 59 2.1.1. History of formation and development ..................................................................... 59

2.1.2. Personnel characteristics 64

2.1.3. Business performance results at Dai-ichi Life Vietnam Insurance Company_Van

Hue 1 General Agent Office, phase 2017 - 2019. 67

2.2. Current status of personal customer care services at insurance companies

Dai-ichi Life Vietnam _Hue General Agency Office 1. 69

2.2.1. Confidence level group 69

2.2.2. Assurance level group 70

2.2.3. Service capacity group 71

2.2.4. Empathy level group 72

2.2.5. Tangible means group 73

2.3. Evaluate the quality of the company's personal customer care services

Dai-ichi Life Vietnam life insurance_Hue General Agency Office 1 73

2.3.1. Characteristics of the survey sample 74

2.3.2. Modeling and analyzing the impact of factors on the quality of personal customer care services of Dai-ichi Life Vietnam Insurance Company - Hue General Agency Office 1. 84

2.3.2.1. Testing the reliability of the scale 84

2.3.2.2. Exploratory factor analysis EFA 89

2.3.2.3. Linear regression analysis 96

2.2.2.4. Testing the average value of customer satisfaction 103

CHAPTER 3: SOLUTIONS TO IMPROVE THE QUALITY OF PERSONAL CUSTOMER CARE SERVICES FOR DAI-ICHI LIFE VIETNAM COMPANY - GENERAL AGENT OFFICE HUE 1 113

3.1. Orientation to improve the quality of customer care services of the Insurance company

Dai-ichi Life Insurance Vietnam_ Hue General Agency Office 1 113

3.2. Solutions to improve the quality of customer care services for Dai-ichi Life Vietnam _ Hue General Agency Office 1 114

3.2.1. General solution 114

3.2.2. Specific solutions for Dai-ichi Life Vietnam Insurance Company

_ Hue General Agent Office 1 116

PART III. CONCLUSIONS AND RECOMMENDATIONS 120

1. Conclusion 120

2. Recommendation 121

REFERENCES 122

APPENDIX 125

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