Scribd Logo
Upload

Welcome to Scribd!

  • Chat Luong DV Tren Thi Trư NG

    Uploaded by

    quynh dang thi nhu
    15 views8 pages
    chat luong dv tren thi trường

    Original Title

    chat luong dv tren thi trường

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    chat luong dv tren thi trường

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    15 views8 pages

    Chat Luong DV Tren Thi Trư NG

    Uploaded by

    quynh dang thi nhu
    chat luong dv tren thi trường

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 8
    CHAT LUQNG DICH VU TREN TH] TRUONG BAO HIEM NHAN THQ VIET NAM Neiy nhin: 63/2015 ely nn ban sia: 2/4/2015, Neiy duyét ding: 25/4/2015 Pham Thj Dinh*, Nguyén Thanh Vinh** 1. Dat vin aé Tom tit Trong nhieng nam gan day, sue phat trién etia thi tredmg bdo hidm nhan tho Vigt Nam da cé déu higu ching lai. Co nhiéu nguyén nhén, xét ca vé mat khdch quan va chi quan, trong dé co van dé chat shegmg dich vu bao hiém. Bai viet nay xin duoc trinh bay mét sé két qua nghién ciru cia ching ti dink gid vé chat long dich vu béo hiém trén thi trueéng bao hiém nhén tho Vigt Nam diea trén mi inh SERVQUAL cia Parasuraman. Ba s6 cic nhdn 6 ma nghién cttw diea ra, mice dé dink git ctia khich hang la hai lang. Tuy mhién, ben canh dé, ciing cn mit 56 nhan 16 eb mite dé dank git dedi mite hai Fong vi chi yéu nam 6 3 n6i dung: (1) Cie nin t6 thuge vé ning lire chuyén mon ‘iia nin vién/dai 1 bio him, (2) Céic nhén 16 lién quan dén swe bao phi cia he thong kénh phan phéi vé (3) Cc nhan t6 lién quan dén vige giai quyét quyén loi bao hiém cho khéch hang, Tir kh6a: Bao hiém, Bao hiém nhan tho, Chit lang dich vu bio him nhan tho, Thi truong bio hiém nhdn tho Vigt Nam. The ser Abstract. insurance in Vietnam quality oft In recent years, the development of the Vietnamese life-insurance market has shown signs of slow- ing down. There are many causes, both in terms of objective and subjective reasons, including ser- vice quality issue. By employing the SERVQUAL model of Parasuraman, this study presents some results of authors’ research on service quality of life insurance in Vietnam market. Most of factors that the research recommends to measure the quality of life insurance are assessed at the level of satisfaction by customers. However, there are still factors assessed at the level of non-satisfaction: (1) factors of professional competencies of insurance staffiagents, (2) factors of distribution system and (3) factors of insurance benefit to the client. Keywords: Insurance; life insurance, service quality of life insurance; life insurance market of Viet- trén co sé Luat s6 lon. Chinh vi vay, dé canh tranh, cat cng ty bio him cln phai dva vio chit lugmg Bao hiém 1a loai hinh kinh doanh cung cdp san pham dich vu. Do dé, chat hrgng dich vu sé kim ting tinh hitu hinh cia sin phim, tir d6 gop phin thuyét phy khach hang vé Igi ich cia vige tham gia bao hiém, Cét 1di cia sin pham bao hiém trude hét duge thé hign 6 cac diéu kign, digu khoan bao hiém: bio hiém tra tién khi néo, s6 tién chi tra 1a bao nhiéu... Cac diéu kign, diéu khoan nay cho cing mot Jogi sin phim bio hiém vé co ban la giéng nhau va 1a théng 1¢ quéc t8 chung do bao hiém hoat dng dich vu cia céng ty nhu: gidi quyét bdi thing cd rnhanh chéng kip thai khdng, céc dich vy chim s6x khach hang c6 tét khéng, C6 tu van day di, trung thye vé sin phm cho khich hing khong, Negoait ra, déi véi riéng linh ve bao higm nhan tho, canh tranh khéng chi dign ra gia cée cng ty bio hiém nhin tho véi nhau ma c6n 1a canh tranh voi cdc 16 chite tin dung va ngan hang thong mai Boi vi bén canh tinh rai ro, kinh doanh bao hiém ‘86 215 thing 2015 43 Ninh tisPhat rien nhan the con cé tinh tiét kigm trong vige huy déng, vin tir ede 16 chife va cd nhan trong x8 hoi nhu mot trung gian tai chink, Vi vay, chat rong dich vu Khich hang ludn k& vin dé quan tam hang cic céng ty bio hiém nhin tho trong chién Inge can tranh cia cong ty. Thue té hign nay 6 nude ta, sau tho# gian du ting trong “néng”, thi trxdmg bao hiém nhan tho di chimng Iai va bude vio giai doan dOi hoi c6 sy tang trong theo chiéu su, Nhiéu khach hang sau khi tham gia 43 hiiy hop ding trude thai han do chit long cia dich vy bio hiém, gay higu img “ay lan” xu trong nhan thire chung cia nhiéu ngudi dan Viet Nam. Nam 2013, tng sé hop déng bio hiém nhan tho cia toa thi trumg bj hily 1 169.034 hop dong. Dya trén mé hinh SERVQUAL ciia Parasuraman, nam 2014 nhém téc gia da tién hanh nghién cir dinh gié chit Iuong dich vy bao hiém tén thi trudmg bao hiém nhan tho Viét Nam. Bai vidt s trinh bay tom tat két qua danh gia thye trang chat Iugng dich vu bao hiém nhan tho theo 23 bién thude 6 thurée do do nhém tée gia thiét ké va dé xuat trong nghién eiru niy. 2. Téng quan thj trudmg bio hiém nhdn tho Vigt Nam Nam 1986 la nam danh dau sy ra déi cua nginh bao hiém nhin tho bio hiém nhan tho Vigt Nam khi ‘Téng Céng ty bao hiém Vigt Nam thanh Ip cng ty bio hiém nhan tho truc thude (goi tit 1é Bao Vi Nhan tho), Véi hop déng bao hiém nhan tho dai tién durge phat hanh vio ngay 01/08/1996, Bao Vigt tra thinh doanh nghigp dau tién hoat déng trong Tinh vuc trén thi trang Viét Nam. Day la dau dn quan trong cia Bao Vigt cing nhu véi thi trang bao hiém murée ta, mo ra mot giai doan phat trién méi ciia nganh bio hiém tai Vigt Nam, Dé dap img yéu cau cua qua trinh mo ciza va hoi hap nén kinh té cing nhu yéu cau phat trién cia nganh bao hiém nhan tho, sau Bao Vigt Nhin Tho, Bang 1: Nang lye inh cia thj trudng bio hi B6 tai chinh tiép tuc cap gidy phép cho hing loat cac cng ty bao hiém khic duege phép thank thanh lp va hoat dng trén thi trang: Prudential (nim 1999), Manulife (nim 1999), Bio Minh CMG (hién nay la Daiichi Life) (nam 1999), sau d6 l& AIA (nam 2000), tiép sau dé ta Prevoir, ACE Life, Great East- em Life va Cathay Life, Korea Life (Hanwa Life). Hign nay, trén thi truimg Vigt Nam 6 16 doanh nghigp bio hiém nhdn tho dang hoat dong; trong d6 chai yéu la cic doanh nghigp c6 vn dau tw nude ngoai, c6 uy tin va e6 kinh nghigm trén thé gi Nang luc tai chinh cia todn thi trrimg durge thé hign qua sé ligu bang 1. Hign nay, cde san pham bao hiém nhan tho ma cée doanh nghigp dang cung cap trén thj truéng 1a kha da dang va phong phi, vi duge chia thinh 2 nhom: (1) Nhém 1: gam cae san pham truyén thong 18 Bio hiém tron doi, Bao hiém sinh ky, Bio tir kj, Bao hiém hén hgp, Bio hiém tra tién dinh ky, vv Bao hiém huru tri; 22) Nhém 2; g6m cde sin phim lign két du tur 1a Bio hiém lién két don vi vi Bio hiém lin két chung, ‘Trong nhiing nim gin day, chju anh hudng cia nén kinh té thé gidi cd nhiéu bat én va dién bién phite tap, nén kinh té Vigt Nam ciing bi anh hudng dang ké: tng trang kinh t8 chim lai, ng cng ting, én, hg théng tai chinh, ngan hang tiém an nhigu nui... Cée yéu 16 kinh t8 vi mé dé cing di anh hudng dén su phat trién cua thj trong bao hiém néi chung, thi trrimg bdo hiém nhén tho n6i riéng. Tuy nhién, so véi cac linh vue khéc trong nén kinh té, dc bigt trong hé théng ti chin, thi trudmg bao hiém van dat duge nhimg két qua rit dng khich I Diéu dé duge thé hign qua mét sé chi tigu phat trién cca thi trig (Bang 2) Xét vé thj phan theo doanh thu phi bio hiém, Bang 3 cho thay, Prudential va Bao Viét Nin Tho vin 1a hai doanh nghigp din dau tén thj trong trong nim 2013. Bimg thir 3 li PVI Sunlife di cong ty moi gia nhép thi trudng trong nm 2013, loan 2008-2013) iém nhan tho Vigt Nam Don vi: Ty dong Nim ~ 2008 2009 [2010 2011 2012 2013 Ting tai sin 370M | 57440) 64980) —TIASS| 79360 | 96.608 ‘Tong DPNVBH 36711 | 41.225) 45898] 50.108 | 57394 67.199 Nguin: Cue quan bi, gidm sat bio hiém (2014) 56 215 thing $2015 Ninth tesPhat tren Bang 2: M6t sé chi tiéu phat trién cia thj trwdng bao hiém nhan tho Viét Nam Nguén: Cue quan hi, gidm sat bao hiém (2014) ig 3: Thj phn theo doanh thu khai thie méi nim 2013 Doanh nghigp bao hiém Prudential Bio Vigt Nain Tho PVISunlife t Manulife Daiichi AIA ACE Life e Nguon: Cuc quan Ii, gidm sat bao hiém (2014) +P) 3. Thiét ké nghién ciru vé chat Iugng dich vy trén thj trudng bio hiém nin tho Vigt Nam Vige thiét ké thude do SERVQUAL dé dinh gid chat Iugng dich vu bao hiém nhn tho & Vigt Nam iia nhém nghién eitu dure dra trén co s6 cdc thuse do SERVQUAL ciia Parasuraman (1993), cia Sand- hu va Naresh Nagpal (2011), Upadhyayam va Bad- Jani (2011) nghién eu vé dich vu bao hiém nhan tho ¢ An D6, va cia Trin Thi Thay Duong (2012) Hinh 2008 2009 2011 2012 2013 S6 long doanh nghigp bao Tr 1 14 i4 16 hiém nhan tho { Doanh thu phi bao hiém nhan 10.307 11.839 15.998 18.397 | 23.268 tho (ty VND) | ‘Dong gop vio GDP cia doanh 0.70 072 063 0.69 091 thu phi bao hiém nhan tho (%) Tong s6 tign boi thuong va tra 2.029 4250 7236 7.792 R89 tign bao hiém (ty VND) = eee nghién ciru vé dich vy bao hiém nhan tho cia Prudential tai Thanh phé Da Nang. Ngoai ra, do pham vi nghién ciru cua nhom Ia nghién ciru vé chat luong dich vy ciia ca thj trrdng bao hiém nhan tho va thyc hign tai thanh phé Ha N6i, nén nhom nghién iru khéng sir dung nguyén ven céc thie do di duge sit dung trong cae nghién cir néu trén. Thay: vao d6, nhém nghién citu di thye hign khio sit va thio fujn véi 3 1anh dao, 6 khiich hang tir efe cong ty bao hiém nhan tho khée nhau trén thi truéng Ha Noi vé cdc thude do nay. Tir két qua khdo sit, nhém nghién ciru dé xudt 6 thuée do chat lugng dich vy bao hiém nhan tho bao gm: (1) Hinh anh céng ty, (2) Nang lye nhan vién bao hiém, (3) Gidi phap tai chinh, (4) Tiép cn dich vu, (5) Bam bao, va (6) Tin cay (Hinh 1). Trén co sé cdc thude do dé xudt, nhom nghién ctru da thiét ké bing hoi va thye hign diéu tra 240 khich hang cia cde doanh nghigp bao hiém nhin tho trén dja bin thanh phd Ha Ndi gim Bao Viét Nhan Tho, Prudenrtial, Dai-ichi, Fubon, Great ‘ée thude do chit lrgng djch vy bio hiém nhan tho Hinh anh céng ty ‘Nang lye chuyén mén ciia nhan vién/dai ly bao hiém Giai phap tai chinh Tiép dich vy Dam bio Tin cay Neudn: Thiet ké cia nhém nghién cirw ‘86 215 thing S015 45 ‘inh tesPht trien Bang 4: Dinh gid cia khach hang theo thude do “Hinh anh céng ty” . Casi vat chat | Thong tin ‘Cac chuong | Trang phyc va | _Moi trong ky thudt cia | truyén thong | trinhsukign | thai dé coa lam vige cong ty cacéngty | khichhang | nhan vien/dai Wy bao hiém | Diem danh gid 4167 3,930 4048 4048 4.181 trung binh Khoang cach 0.833 1,070 0.952 0,952 819 ‘Ngwdn: Két qua digu tra ctia nhém nghign cieu Estern, Cathay. Thang do Likert duge sir dung dé anh gié mite 46 hai long ciia khdch hang déi v6i chat lugng dich vy, trong dé: 1- hoan toan khéng hai lng, 2- khéng hai long, 3- khong J kién, 4-hai long, ‘va 5- hoan toan hai long. Két qua c6 227 phiéu diéu tra hgp Ié duge thu vé. Str dung phan mém SPSS dé xit ly $6 ligu, voi d9 tin cay 95% cic bign duge kiém inh déu dat yéu cau, 4. Thye trang chat lrgng dich vu bao hiém nhan tho & Vigt Nam théng qua két qua diéu tra 4.1. Hinh anh cong ty Bang 4 cho thay, diém dinh gid ciia Khach hing d6i véi céc nhan 16 thuge nhém Hinh anh cong ty 1a kha cao. Trong 5 nhan t6 thi cé 4 nhan t6 dat diém trung binh trén 4 diém, Phin lin khéch hing hai long va cho ring cic diéu kign vé co sé vat chit nhu: vin phéng, cae trang thiét bj, do dac, cong nghé thong tin... ciia cc doanh nghigp bao hiém nnhan tho (doanh nghigp bao hiém nhan tho) 1a hign dai va day di; cdc doanh nghigp bio hiém nhan tho chon try sq lim vige 1a nhimg dia diém va nhimg ta nha dep, thudn tign cho khach hing; cde chuong trinh su kign duge ce doanh nghigp bao hiém nhan tho 16 chire c6 y nghia va thé hign sie quan tim dén khdch hing; nhin vign/dgi ly bao hiém due cho 1a lun xuat hign véi trang phue gon ging va chuyén nghigp, thai 46 lich su, nhigt tinh va nha nhan; diroc doanh nghiép bao hiém dio tao bai ban. : Cc khach hang durge héi ¥ kién cho biét, ho déu Bing 5: Dénh gid cia khich hing theo thude duge cée doanh nghigp bio hiém nhan tho ting qua hin cée dip nh ngay sinh nhat, ngay 8/3, ngiy 20/10; hay 46i khi durge tham gia cic sy kign nhue day trang diém, day nu an, Tuy nhién, cing e6 mot s6 khach hing cho biét ho khéng duge quan tim nhigu. Nguyén nhan la do hop ding bio hiém ma ho tham gia c6 s6 tién bao hiém thip, hoge do ho tham gia theo nhém va trong nhém thong khong chuyén qua ting dén cho hét timg ngudi. Nhiéu khach hang cé ¥ kién ring, cdc nhan vién/dai ly bao hiém hay n6i qué nhiéu, lim khach hang c6 cam, gic bj phién ha, quay ray. Riéng véi nhan t6 théng tin truyén thong, diém anh gi trung binh ciia khich hing la dui 4 (3,993 diém), Nhiéu khach hang danh gid hinh anh va ngén nngit quang eo cia cde doanh nghigp bio hiém nhén tho la dep, dn tugng, thu hat duge khach hang. Tuy nhién, bén canh dé cing c6 nhieu ¥ kién cho rang, quang cio ciia cée doanh nghigp bio hiém cha rong rai. Khach hang chu yéu nan duge théng tin quang cdo qua cae ti roi ma dai ly cung cdp, quang. cio trén cae phuomg tign thong tin dai ching gan rat it hode gin nhu khéng c6. 4.2, Nang lye chuyén mén cia nhin vién/dgi I bio hiém ‘San phim bio hiém la san phim dich vu. Vi vay, nhan t6 con ngudi déng vai trd quan trong trong vvige tgo nén chit Iugng dich vy. Dinh gid vé Nang yc chuyén mén eiia nhan vien/dai ly bao hiém, két qui diéu tra (Bang 5) cho thay, ce nhin 6 thude do “Trinh 4 chuyén mon nghigp vy cia nhan vign/dai ly bao biém” Trinh dé chuyén mén | Phan img nhanh | Chim séc, quan tim in sing nghigp vy dé giai dap | va thoadang d6i | _khach hing va hiéu | gidp dd ‘mi thc mic cia | véicée yéuciu | dugc lgiich cu thé cia | khich hing khich hing ciakhéch hing | timg khich hing Diém danh gid 3,806 3.912 3,907 3907 ‘rung binh | Khoang eich 1194 “1088 SSeS 003 tte 0931| Ngudn: Két qua diéu tra cia nhom nghién cirw 86 215 thing 52015 46 ‘inl tesPhat tren ‘thude do nay déu dat diém trung binh thdp so véi cic nhin 16 thuge céc thie do khéc, dudi 4 diém. Ly do la sé lugng khach hing duge diéu tra cho a (5 diém) 1d it hon. Mét sé nguyén nhan khign khich hing khong cho dim cao la ~ San phim bao hiém nhan tho 1a nhig san phim ti chinh phite tap, khé dé hiéu tai sao phi béo hiém phai nép thé nay tuong img vai quyén Igi bao hiém thé kia (khong don gidn nhu khi giti tién tiét kigm tai ngin hang)... va nhan vign/dai ly bio hiém giai dip thang khéng thda man yéu cau cla khéch hang; = Mét sé khdich hang, die biét ld khich hang c6 gid tri hop déng nho, nhiéu khi c6 cém gide khong duge nin vién/dai ly bao hiém cham sée, quan tm ding mite; ~ Khi nhan vién/dai ly bao hiém cé ¥ dinh chuyén sang lim vige noi khde thuring lo la trong vige cham, sc khich hang; = Nhiéu khi c6 su chénh léch rat lon vé trinh 6 chuyén mén giita nhan vién/dai ly bao hiém cua cing m6t cdng ty hoc cla cae cOng ty khiéc nhau, Vige khdch hang cho diém thap, thé hign mire 46 hai long khéng cao déi véi trinh dO nghigp vu cia nhan vién/dai ly bao hiém so véi cdc thude do khac, Diéu dé ciing cho thay, cde doanh nghigp bao hiém nan tho Viét Nam cn cha trong dén cong tac phat trién ngudn nhan luc, dae bigt la ye Ivgng dai ly vi day ta kénh ban hang cha yéu. ‘Dé dap img yéu céu mé rng thi truing, trong nhiig nim qua sé lwong dai ly béo hiém nhan tho tang rt nhanh, Tinh dén 31/12/2013 toan thj truéng bao hiém nhan tho Vigt Nam c6 101.221 dai ly ¢& han, 357 dai ly t8 chite véi 140.152 c4 nhin true thudc. $6 luong dai ly tuy nhiéu, nhung sé ngudi gin bo voi nghé lai khong nhiéu. Theo y kién cla mot cdn 6 lam vé cong tic quan ly dai ly cla Bio Vigt Nhan Tho, e6 khoang 80% dai ly duge tuyén dung sé nghi vige ngay trong 2 nam dau tién, chi c6 Khoang 20% la try durge voi nghé. Chinh vi vay, cde doanh nghigp bao hiém nhén tho phai lién tue tuyén dung dai ly méi, anh huéng dén chat Irgng hoat déng cila dai ly 1a diéu kho tranh khéi. Ngoai ra, tinh chuyén nghigp ciia dai Iy bio hiém nhin tho cing la digu edn ban t6i khi ma theo théng ké cia iép hdi bao hiém, cd khoang 90% s6 dai ly bao anhan tho dang hogt dng trén thj trumg theo phuong thite ban thdi gian, tire ld nghé bao hiém chi duge coi la nghé “tay tr ‘Sn phim bao hiém la logi sin phim tai chinh de bigt. Do d6, né doi hdi ngudi bin bao hiém phai thuc sw i mét chuyén gia tu van tai chinh, khong chi c6 ky nang ban hang tot ma con phai am hiéu kin thite vé tai chinh, 66 trinh 46. Trong khi 46, tinh trang phé bién hign nay 6 Viét Nam 1a, dai ly bio hiém thudng khéng cé trinh 46 cao, hode duge dao tgo chuyén nganh vé tai chinh, bao hiém. Sinh vign t6t nghiép dai hoc thudng cé tim ly khéng mudn Lim edng vige cia mot dai ly bao hiém, Do sé Iugng dai ly phai tuyén dung va dio tao én, dia ban hoat déng ciia cde doanh nghiép bio hiém nhan tho lai trai rong trén pham vi cd nude, nén cOng tic quan ly dai ly ctia cde doanh nghigp bao hiém nhan tho con nhiéu han ché. Vy an “siéu lira” 232 ty ding cia khéch hang ciia Bai Thi Thu Hing, dai ly bao hiém nhin tho Prudential 14 mot ‘minh ching. Tai ta 4n, Hing khai: “Toi chi tham, gia hoc 1 budi, nhimg budi sau vi cong vige gia dinh nén t6i da khOng theo hoc. Sau 46, toi van duge cp chimg chi dé dii tigu chuan lam dai ly bao higm Prudential” hay “Theo quy dinh cia Céng ty Prudential, chi can lam mat 01 phiéu thu ma khong, gidi trinh duge Iy do thi phai dinh chi cong te. Trong khi thye té, toi da bio mat 04 quyén ma khong bj xit ly, ho chi hoi cho qua va vin tiép tue cép phiéu thu cho t6i hoat d6ng tiép” Trong thye té dé ky duge hop ding bao hiém, nhiéu dai ly bao hiém nhan tho da quang cdo sai sir that vé ndi dung, pham vi hoat dng cia doanh nghigp béo hiém nhén tho cde diéu kign cing nhwr digu khodin bao hiém, gay thigt hai cho nguéi mua. Cé dai ly cén hita hen khuyén mai nhigu hon so véi quy dink, ching han hia giam phi, hoan phi hoa cde quyén Igi khée ma doanh nghigp bio hiém khéng cung cap cho khach hang. Tham chi cé dai ly cén ngan can bén mua bao hiém cung cap cae thong tin lién quan dén hgp dong bao hiém ho§c xii give bén mua bao hiém khéng ké khai chi tiét lién quan dén hop déng bao hiém, hode dai ly xii give bén mua hay bé hop déng hign cé dé mua hop ding mai, hay 10i kéo khiich hang cU khi chuyén cng ty Vi vay, dé canh tranh va phat trién, trong thi gian t6i cée doanh nghiép bao hiém nhan tho can c6 gidi phép pha hgp de phat trién nguén nhan lyre bao dite bigt li Ie hxong dai ly, dé dim bao ca vé mit s6 long va chit lung. Day c6 thé duge coi la chia khéa cho sy thanh cng cia cae doanh nghigp 56 215 thing 5/2018 47 ‘inh tesPhit trien Bang 6: Dinh gid cia khich hang theo thie do “Giai php tii chinh” Cong tye nhigu | Cie digu khoan [Gis ti ding tien [Cong ty 6 nhigu sin san phim bao hiém | bao hiém inh | duge dim bao khi | phim bao hiém b6 ty phit hop dé khach | hoat tham gia bio hiém | hitu ich, phi hop 2 hang Iya chon - Digm dink gid 4167 4066 3.933 4123 ‘rung binh Khoang céch 0,833 0934 1067 0877 ‘Nguan: Két qua digu tra cia nhém nghion citu bao hiém nhan tho trén thi truémg. 4.3. Gidi phap tai chin Bang 6 cho thay két qua diéu tra vé mite 46 hai long ciia khach hing di véi thude do “Giai php tai chinh”. 3 trong s6 4 nhin té durgc khach hang cho ddiém danh gid trung binh trén 4. Chi c6 nhan t6 “Su dam bao ciia gid tri déng tién khi tham gia bao hiém tai cng ty”, diém trung binh chung i 3,933 dudi mye hai ling. Bac diém cia sin phim bao hiém li vira mang tinh tiét kigm, vira mang tinh ri ro. Chinh vi vay, néu so véi cde sin pham tit kigm cua ngan hang, san pham bao hiém nhan tho khéng thé so sinh duge vé m§t lai suat, Hon nita, hoat ding dau tw cia cae doanh nghigp bao hiém nhan tho cing bj phdp luat han ché nhiéu so véi cdc ngan hang thurong mai va 16 chite tin dung (vi dy, doanh nghiép bao hiém nhan tho khéng duge cho vay true tiép), Nén nhiéu khich hang khi tham gia bao hiém nhan tho, néu so sénh vér Iai suat tién git, 3 Khong hai long va cho rang ty Ig Iai 18 qué thap. Trong nig nm 2011- 2012, lai suat tién giri gin 15%, trong khi lai sudt ky thudt cia cée sin phim bao higm nhan tho chi 4%-6% 4.4, Tiép cin dich vu Bang 7 cho thay su danh gid vé mite 6 hai long. ciia khach hang déi voi vige tigp can dich vu bio hiém. C6 2 nhan t6 “S6 Iugng nhan vién/dai ly bio higm di dé dp tng nhu céu khach hing” va “Cac hhinh thire thanh todin la da dang va linh hoat phit hop v6i khach hang” cé diém danh gid trung binh trén 4 diém, cho thay sy hai long cua phan lim khach hang, anh gia vé sy bao phi réng khap cia mang luéi chi nhdnh, vin phong cho khéch hang dén giao dich, diém trung binh 1a 3,947; khong cach véi mong dgi cca khach hang 18 1,053. Thye té hign nay, cde van phong, chi nhanh ban hang cia doanh nghigp bio hiém nhan tho 1én (nh Béo Vigt Nhan tho, Prudential) duge bao phir khé tét, dén timg quén, hhuy6n trong thinh phé. Tuy nhién, do khu vue cae shuygn ngoai thanh c6 dign tich dia ly rong, trong khi chi trung tam huyén méi e6 van phong dai dign, nén khach hang 6 xa cam thay vin chua thudn tién, Con déi vi cdc doanh nghiép bao hiém nhan tho nim & durdi (nhur Great Ester, Fubon), ‘van phong, chi nhdnh mé tai cdc khu vue cdn it. Day cling la IY do tai sao diém danh gid cia nhan t6 nay 1a khéng cao. ‘Danh gid vé vige giai quyét quyén Igi bio hiém cho khach hing (nh tra tién bao hiém, hodn phi bio hiém, khdi phue higu Ie hop déng...). diém bin quan 1 3,934; khoing cach so véi mong dgi cha khch hing 1a 1,066 diém. Day 1a mot trong nhimg, nhan t6 ma diém danh gia trung binh cia khich hang li khdng cao. Sé lugng khich hang cho diém 4 la nhigu nhat véi 103 phigw/227 phigu, Phin lon khach hang 1a hai long vai viée giai quyét quyén lgi ctia doanh nghigp bao hiém nhan tho vi khi c6 sir kign bao hiém xay ra hay hay bé hop ding, cae doanh nghigp bao hiém nhan tho déu tra tién dy dit cho khach hang. Tuy nhién, khach hang van mong. Bang 7: Danh gid cua khdch hang theo thude do “Tiép cn dich vu" . Co mang luéi chi | Cé sé lugng nhan quyét nhanh [Cac hinh thire nhdnh, vin phong | —viénidaily bao | ching, kip thoi va | than todn a da rng khap thuin | hiém du dé dép ting | diy di moi quyén | dang va linh hoat | tign cho khich nhu cau khach | Igibao hiém cho | phit hop vai khvich | hing dén giao dich any khach hang hing Digm danh gid | 3,934 a101 3,934 T108 [ 1,066 0,899 1,066 0.802 ‘Neudn: Két qua digu tra cia nhom nghign cia 86215 thing 52015 48 Nin teh tren Bing 8; Danh gid cia khach hang theo thurée do “Dim bio” [Danh”tiéng va chinh eta cong ty t6t han vien/dai iy bao higm giai thich trung thye va 19 ring ede digu khan bio hiém Khach hing cam gide an ton va yén tim trong cic gino dich véi cng ty Diem danh gid | 4278 3.885 4.198 trung binh = Khoang edch 0722 Tus 0.802 ‘Nguén: Két qua digu tra cita nhiom nghién cttw muon théi gian giai quyét tra tién cin duge thye hign nhanh hon, Ngoai ra, 6 khach hang hoan toan khong hai long (7 phiéw/227 phiéu) va khong hai long (13 phiéw227 phiéu) la cao hon so véi cde nhan t6 khac. MOt s6 khach hang nay khi duge hoi thi ho cho biét, hg c6 tranh chap véi doanh nghigp_ bao hiém nhan tho khi duge gidi quyét quyén loi bao hiém, chi yéu 1a véi sin phim bé sung: hode khi ho huy bo hop dong khéng duge giai quyét nnhanh chong ic diém cua sin phim bao hiém la sin phim v6 hinh, Chinh vi vay, vige gidi quyét quyén Igi bio: hiém nhanh chong, kip théi va day du duge coi la cach t6t nhat dé lam tang tinh hiu hinh cia s: phim bao hiém. Khdng chi chi tra nhanh chong, day ii tién bao hiém cho khach hang khi sy kign bao hhiém xay ra ma ca khi khiich hang huy bo hop ding. Co nhu vay. méi tgo niém tin cho khach hang va céng ching néi chung. Nam 2013, ty Ié hiy b6 hep ding ctia todn thi tring 18 9,56%, Trong dé, cde doanh nghigp bao hiém nhin tho lim ty Ig hy bo hop dong co xu hung cao hon. Vi dy, tai Bao Vigt Nhan tho, ty 1g ndy trong 3 nam gin day rit cao: nam 2011 la 16.2%, nam 2012 1a 16,5% va ndm 2013 la 15,5%. Dit ly do la gi thi con sé nay cing cho thay, hoge 1a khich hing khéng hai long nén phai hiy bo hop déng, hoge giai phap tai chinh ma doanh nghigp bio hiém nhin tho bin cho khich hing 1a khong phi hop. 4.5. Dim bio : ‘Banh gia vé mite dG hai long cua khach hang d6i Gi thitée do Sy dim bio, bang 8. Khich hing dénh ai cao vé danh tiéng va nang lye tai chinh cua cae doanh nghigp bao hiém nhin tho trén thi trudng cing nhu cam giée an toan, yén tim trong cde giao dich véi cong ty. Nang lye tai chinh ciia cae doanh righigp bio higm nhan the trén thj trudng hign may déu rat t6t voi mite von diéu 1é cao hon nhiéu so véi von phap dinh (1a 600 ty). Vi dy: Tinh dén cudi thing 10/2014, vén diéu Ig ciia Bao Vigt Nhan tho la 2.000 ty dong, ctia Cathay li 2.007 ty dong, cia Hanwa li 1.891 ty ding, cua Dai-ichi la 1.141 ty Parasuraman A., Berry, L.L. va Zeithaml, V.A. (1993), “More on Improving Service Quality Measurement”, Tap chi Journal of Ratailing, $6 69, tap 1, trang 140-147, truy cp ngdy 20 thing 6 nam 2014, tir htip:iwww-sei- encedirect.com/science/article/pit/S002243590S800077>. Upadhyayam, D. vi Badlanim, M. (2011), Service Quality Perception and Customer Satisfaction in Life Insurance Companies in India, truy ep ngay 25 thang 11 nim 2013, tir

    You might also like