Acceso usuarios
Purpose: Studying key factors affecting customer satisfaction based on the service quality of life insurance in Vietnam, and on that basis, the author proposed policy implications that contribute to improving customer satisfaction with the service quality of life insurance.
Theoretical framework: Service quality is a factor that significantly affects customer satisfaction. If service providers provide customers with quality products that satisfy their needs, the business has initially made customers satisfied.
Design/methodology/approach: Group interview method implemented in qualitative research. The study was conducted to collect the opinions of 07 managers working at life insurance companies in Vietnam. The quantitative research method used the formal study (n = 500 customers): Preliminary research sample was performed by preliminary analysis through Cronbach's alpha coefficient and EFA discovery factor to evaluate the convergent and discriminant value of the scale. This study used the structural equation model analysis (SEM) with SPSS 20.0 software and Amos.
Findings: The article showed that research results bring practical value in improving customer satisfaction in Vietnam. Company leaders recognize the importance of enhancing customer satisfaction.
Research, Practical & Social implications: The study has synthesized the theory of service quality and customer satisfaction. In addition, the study has systematized the relationship between the factors measuring the service quality of life insurance and customer satisfaction.
Originality/value: The paper's originality and value help managers calibrate and evaluate the scale and develop it into a set of observed variables measuring the service quality of life insurance and customer satisfaction in a transition market like Vietnam. The topic contributes to a new study on customer satisfaction in life insurance services, a document for other research in the life insurance field in Vietnam.
