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


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

9. Parasuraman, A.; Zeithaml, V. A.; Berry, L. L.(1993), “More on
improving service quality measurement”, Journal of Retailing, Vol. 69,
No. 1.
10. 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