The objective of this paper is to identify the variables that form the satisfaction of the customer, the quality perceived by the clienteles and for the clienteles of three insurance companies leaders in the Brazilian market: Allianz, Bradesco Insurance, and Meridional in the State of Pará. Moreover, trying to identify if the opinion of the clienteles on the insurance companies is influenced by the different education level, age, sex, and income. In this paper, a survey was utilized and the data had been collected through a questionnaire with 32 questions on a Likert-type scale. Seven hundred and ten answers had been used. The subsampling was of (265) for the Allianz companies, (242) for the Bradesco Insurance company, and (203) for the Meridional company. The results indicate that, among the factors of satisfaction, the greater weight is the total values that the insurance companies offer to their clienteles. Their main conclusion is that the quality of the service is the most important for the clienteles, and that they assume to be satisfied with their insurance company. The several results presented in the paper will be able to be useful for the management of the insurance companies.

In the global scenario, up to the present moment, there are not enough available researches of agreement about the evaluation of the satisfaction of the client of insurance companies. For Schlesinger and Heskett (1991), the current indications on customer satisfaction and strategies in services point that the organizations appear not to consider the customer when they define their strategies because of the absence of evidences on this sectarian aspect. The clarification of this controversy is undoubtedly one of the most important reasons for the several studies on the subject and of its interest for the all investigation community and the managers. To increase the quality, the service could be the source of a durable competitive advantage and the results of the studies of Bolton and Drew (1991) and Rust and Achrory (1992) and the careful management of the quality at the company level finishes for assumed importance of strategies that aim to customer satisfaction.

1.1. Background and Significance

Service quality and customer satisfaction are major drivers in the operation of insurance companies in a competitive market. With increasing competition, service quality and customer satisfaction are becoming elements that are key to the survival of service-oriented companies. The concept of customer satisfaction is of major relevance in the study of any commercial activity, and the insurance sector is not detached from this reality. The present investigation has the objective of analyzing customer satisfaction in the top US companies. Results showed that customer satisfaction can be an efficient and effective marketing weapon, a differentiator that companies must use to succeed. Nevertheless, customer satisfaction as a governing principle of corporate strategy, especially in very competitive industries such as insurance, still has a long way to travel, which shows that this issue is more and more important and complex to address.

1.2. Research Objectives

The main objectives of this paper are primarily to compare drivers of first and repeat purchase satisfaction across different customer groups. Such a comparative exercise provides a comprehensive view of satisfaction formation across different customer segments. Instead of studying first purchase satisfaction in isolation, we advocate comparative analyses as useful complements to the more typical cross-sectional comparisons. Second, we aim at obtaining a consistent picture of customer segments’ satisfaction. Particularly, we explore the effects of three potential moderators, namely customer satisfaction and customer heterogeneity, by looking at the first and repeat purchase satisfaction for the same sample of customers.

This research aims to contribute to the research dedicated to the investigation of customer satisfaction within the framework of insurance services. The purpose of the paper is the comparative analysis of customer satisfaction drivers in the largest insurance companies. The analysis is carried out based on companies’ data on the automated customer satisfaction measurement mode results. The results will be considered as an example of the implementation of the proposed approach to: 1) identify relative strengths and areas for improvement; 2) recognize how an insurance firm’s satisfaction compares with similar firms, and 3) identify the causes of satisfaction and dissatisfaction in specified customer segments. Key indicators concerning the participating companies will be investigated with the aim of suggesting further action and outcomes.

2. Literature Review

Companies care for good customers. It is believed that good customers say a lot about the products of a company and form the basis of future performance. Much previous research has focused on improving industry profits, short-term profits, or long-term profits. Industry profits are shared across two aspects, leaving the desirable good customers feeling unsatisfied.

The literature review section begins with a review of the key published literary works in insurance and advocacy activity as obtainable on customer satisfaction in DUMPER’s model. The aim is to check the outcome of past years so as to come up with the link and a way to carry out this study. The literature will then proceed to review customer studies in the various areas of customer retention. Gaining an understanding of the customer satisfaction will be vital for interpreting the results. ‘Bottom-up’ or new-by-new data mining and macro-economic analysis will be carried out. It should be noted that both data mining and data macro-economic analysis have their advantages and disadvantages hence a comparison must be made. DUMPER’s macro-economic approach will handle this research gap. The aim of every company in the «customer spectacle» will finally be settled.

2.1. Concept of Customer Satisfaction

The concept of the client must be observed from multiple perspectives. From the perspective of the Constitution, the consumer – whoever freely decides the offers of products and services, uses the prepared means, and responds to the damage caused – is a relative subject to façade control. Consumer protection, established by several legal regimes, protects consumers against «informational deceit,» the low quality of the good, etc. The consumer of goods or services has to respect legislation. In another sense, the concept of a company-client relationship is understood as that of stakeholders. That is, maximum importance is given to creditors, fiduciaries, consumers, and other entities that influence the company. The different classes of interest, both internally and externally, that surround the company are related to it in different ways, and that is why the same relationship is established.

2.1. Concept of Customer Satisfaction 2.1.1. Customer

In the current social and economic context, customer satisfaction gains special relevance. The supply is abundant, so there are many options for consumers. Today’s companies should aspire to enter their life cycle to survive and grow. Hence, taking care of customers is a primary objective. Investing in satisfying them is a determining variable in the progress of entities. With it, they generate trust, fidelity, and recommendations. Consumers, most of the time, are «satisfied or delighted» with which elements of the business relationship? A company capable of responding to the needs or fulfilling the expectations of its clients will generate satisfaction. Consequently, it has a privileged place in the measure that generates customer satisfaction. The purpose of this work is to measure customer satisfaction and to analyze the factors that generate it within the insurance market.

2. Concepts and Models

2.2. Factors Influencing Customer Satisfaction in Insurance Industry

Therefore, competition, especially in the marketing area as a part of other aspects of insurance, will reduce the reduction of gross claims, quality premium, loyalty effect of consumers, or buying future. This category of services and standardizing customer quality satisfaction will attract clients and reduce costs. Customer satisfaction is assessed based on comparing perceived services and received services in terms of quality, standards, and expectations. Flagel et al. (2005) believe that the relationship type between consumers and distributors and their valid condition has a huge effect on career development and the future. Satisfaction, as a factor in the vast and continuous competition of insurance companies providing services, is of high importance.

3. Methodology

3.3 Data Analysis

In recent years, customer satisfaction has become a pressing issue for businesses. Companies have emphasized customer retention in their competitive and marketing strategies. Thus, customer satisfaction ratings for a particular service or product are increasingly developed, reported, and used as corporate measures. In these regards, AA, McCann-Erickson conducted a survey to rank the satisfaction and dissatisfaction of customers who have used different service providers. The survey generates a dependent variable, a satisfaction rating, and a group of independent variables for measuring customer satisfaction. The service providers and customers interviewed are drawn from a wide range of private and public sectors. The overall customer satisfaction index is determined from a relative performance analysis of each organization with other organizations in the same sector. It includes customer perceptions on what satisfies them and what causes them dissatisfaction, and by considering what issues are of most relevance to each customer.

3.2 Variables

This study used secondary data, overall satisfaction rating, and satisfaction rating for ten service quality factors from the three top insurance company ranking studies: AA, Fortune, NMG2, and NMG3.

3.1 Data

3.1. Data Collection

To determine the customer satisfaction levels of the policyholders, especially in the automobile, health, and house insurance markets in Turkey, a questionnaire model was prepared. The questionnaire model was composed of sections which included the distribution of the policyholders according to their personal characteristics and market side features, motor vehicle, health, and home insurance policyholders’ expectations, and questions related to customer satisfaction. The questionnaire was applied to 560 policyholders and divided into three parts: Usage and Customer Satisfaction – motor vehicle, health, house insurance policyholders, and the profile and household characteristics of the policyholders (Table).

In order to determine the customer satisfaction levels of the policyholders, especially in the automobile, health, and house insurance markets in Turkey, a questionnaire model was prepared. The questionnaire model was composed of sections which included the distribution of the policyholders according to their personal characteristics and market side features, motor vehicle, health, and house insurance policyholders’ expectations, and questions related to customer satisfaction. The questionnaire was applied to 560 policyholders by way of consumer mail. 587 questionnaire forms were mailed, 560 forms were returned, and 382 of the 560 policyholder questionnaire forms were used in the analysis.

3.2. Data Analysis Techniques

3.2.3. Results This research finds a number of significant negative relationships between the customer satisfaction dimensions and overall company performance. However, none of these relations are consistent across all industries that are examined. The notion that customer satisfaction is associated with increased company performance is generally supported. The dimensions overall come out to be related to overall performance. Certain industries seem to benefit more on some dimensions than the other industries. Further insight is aimed to be achieved by modeling customer satisfaction across different insurance products and lines of business within the companies. Promoting and implementing customer relationship management policies aimed at enhancing the importance of the various dimensions could prove beneficial to the companies wanting to outperform their competitors.

In conclusion, the performance of UAE leading insurance companies with respect to the service dimensions highlighted is assessed using the coefficients of each dimension to the overall composite score.

3.2.2. Data Management and Software Excel is used in entering and managing the data. The simple linear and multiple linear regression functions will be used in this software. STATA and Eviews will be used for statistical estimation and testing. Panel data tests will be carried out using TSP.

3.2.1. Data Analysis In computing the overall satisfaction, the weighted sum of the overall satisfaction meaning is derived and used. The satisfaction and loyalty scores are derived from composite scores of single-item measures. The composite scores are constructed based on methods by O’Neill et al. These used five customer satisfaction measurement models based on regression. Four dimensions of customer complaints, awareness and satisfaction, customer evaluations, and repurchase are used to derive composite satisfaction and loyalty measures. Several components within each dimension could be measured and evaluated. The overall customer satisfaction is derived by taking a weighted sum of satisfaction of a customer with certain categories of characteristics in the four preceding mentioned categories. That weight is the estimated regression coefficients, taking the factors, sum of squared errors, and sum of all satisfaction variables in the model. Finally, an overall composite satisfaction measure can be formed using the sub-criterion values and the overall satisfaction variable by summing these and sorting on their mean. The customer satisfaction score for the nine dimensions is computed by summing the inverse of the standard errors of the coefficients of corresponding satisfaction subscales.

The regression analyses will be used to test the stated hypotheses and develop the satisfaction measures for customer satisfaction research. The strength and the statistical significance will be provided, and an understanding of the influence of each insurance company on implementing strategies and policies, and providing some perspective on how best to manage the satisfaction performance.

The objective of the data analysis is to generate useful information and warning signals while at the same time testing the hypotheses of the study. The data analysis procedures included the examination of the means, median scores, and their standard deviations for customer satisfaction elements scores. The relationship between customer satisfaction elements and company performance was also analyzed. The distribution and response rates were also determined, and finally, model estimation and tests were conducted.

4. Top Insurance Companies

4.1 Introduction and Problem of Paper 4.2 General Introduction of Insurance Companies in Czech Republic 4.2.1 Kooperativa and Kooperativa-Pojistovna Companies 4.2.2 Komercní Pojistovna a.s. against KPP 4.2.3 Colonnade Europe a.s. Insurance Company 4.2.4 Comparison of Sales Results of KPP and Other Insurance Companies for 2001 4.2.5 Comparison of Premium Sales of KPP and Other Insurance Companies for 2002 4.3 Customer Satisfaction and Link to Loyalty in Top Insurance Companies in the Czech Republic 4.3.1 Kooperativa and Kooperativa-Pojistovna Companies 4.3.2 Komercní Pojistovna a.s. 4.3.3 Colonnade Europe a.s. VIG 4.4 Analysis of the Questionnaires of the Top Three Insurance Companies 4.4.1 Comparing Customer Satisfaction among Three Insurance Companies Using Correspondence Analysis 4.4.2 General Opinion on Provided Services 4.4.3 Opinion on Client Services and Their Quality 4.4.4 Specific Question: Once Again I Need Insurance; I Would Choose the Same Company 4.4.5 Analysis of the Question: How Can It be Improved? What Can We Do Better 4.5 Conclusion

4.1. Company A

According to the results obtained, all customers contacted gave a multifaceted assessment of insurance. One reason for the diversity of opinions may be that the risk calculation used in the property insurance product offered by the company is assessed as being of different quality in different service groups. For customers, the company is successful in providing what is expected. If having a suitable risk calculation is essentially not the anticipated characteristic, however, the solution to this problem is enhanced customer awareness of taxpayers’ liability assumed with certain product limitations. Finally, the company is able to insure this collateral, depending also on other insurance contracts with the customer. It is not possible to reduce a building’s market value and the accompanying self-estimation by exchanging the reconstruction of possible fire into a high fund value. Customers have shown enough desire to pay for the risk treatment they have been offered to keep insurance. Monitoring this proposal through field tests with customers and insurance product development are essential to understand how the cost-benefit structure has changed and how long-term competitiveness has been affected. Promoting existing insurance products to consumers is risky, and products must be real. By hiring staff, strengthening customer service and listening to supportive insights, these risks can be mitigated. With these fonts, it is possible to visually evaluate customer service support provided by customers for insurance solutions. Management should place some emphasis on improving support quality.

Company A initiated operations in 2006. This company did not request any financial support from the government. Company A sells insurance by telephone and over the internet as a direct insurance company. The company’s main office is in Tallinn. There are no other branches. To support telephone insurance sales in Estonia, two call centers are established and equipped with modern information technology. Accounts can be opened in Swedbank and SEB Eesti Ühispank. In the first six months of 2009, Company A purchased a heating and insurance building that also housed Company A’s customer service department. No significant events or changes occurred during the reporting period. No financially significant events occurred during the reporting period, which would have affected the company’s activities, and to establish the scale and evaluate the future effects of these events, and on changes in customer service and customer satisfaction. Events and changes of this nature have not affected the key characteristics of the solvency of the company. The company did not receive any subsidies or publicly available loans during the period assessed. No significant changes occurred, and this type of support was not used.

4.2. Company B

At the same time, commission competition is not common in the other types of insurance. B, Insurance does not have a standard form of remuneration, as well as an agreement for collecting small remittances from insurance brokers, as do most of the companies. The use of brokers has been stopped due to the introduction of remuneration legislation. The reinsurance strategy used by the company does not cover all liabilities. For facilities and bad debts, the company has built up a significant financial stake. Collection and receiving bills are brokers in other main sources of income. Selected statistics information on the company is given. Prompt Communication is the only company that provides prompt communication services. The other insurance companies require brokerage fees of 15% of the premium and one or two percent of the spot commission to be paid up to twenty-four hours or more. Prompt Communication can provide information until 18:30 on weekdays by phone and fax and will visit clients that desire a meeting. The insurance companies should support the willingness to render aid by not offering but 25% of the brokerage commission.

This year seems to have been a golden one for B, insurance-wise. During the last year, the company has made some of the most noticeable achievements. The insurance company has launched several products, including tax insurance, especially in Bulgaria due to the new legal regulations. This should be one of the most promising types of insurance for 1997. B, Insurance is the only insurance company offering such insurance. The company has senior management using a very advanced information system. Senior management is in constant contact with company offices in order to present the company’s image. The company offers brokerage fees close to the highest in the market. The company has recently launched a mass advertising campaign, including television coverage. Management is confident that the rising trend in profitability and tariffs and company profitability will continue in the future. The average commission in voluntary automobile insurance is uncompetitive with some of the other companies providing the highest amount of communication services.

4.3. Company C

Company C provides a highly competitive array of services that includes insurance, auto loans, mortgages, personal and commercial checking and savings, telephone or computer banking, loans, investments, safe deposit, electronic funds transfer, annuities, retirement, and trust services. Their presence is strategically located in over three markets within the five states, and they continue to thrive by providing an excellent mix of products and services within the community. Company C is committed to providing high-quality customer service to their financial, insurance, and mortgage lending customers. There are many reasons why performance is linked to customer satisfaction and commitment. A motivated employee provides better service. The best customer service raises overall satisfaction, which leads to growth and creates long-term value for their shareholders. By creating satisfied customers through the looking glass of their employees, the company is working together as one team, serving the needs of the customers. Both claim processing and collection course have a plan to increase customer satisfaction for the entire matrix. Employees are key elements in getting to know them for success. Customers are supposed to have a comfortable place to go where they will be respected and appreciated. A process has been developed for managers who are concerned in managing people’s performance to specifications. The process includes providing employees with structured feedback and implementing performance plans to assure continuous improvement. Training is offered to give managers the capability to provide feedback and continuous improvement to their own employees.

The vision of Company C is to be the recognized world leader in personal and small commercial financial services. The company’s primary objective is to maximize the total return to their stockholders. In association with this objective, all employees strive to maintain an effective balance between safety and soundness, growth in loans and other earning assets net of reserve, and growth in deposits and other sources of funds. Key measurements of corporate performance include growth of stockholder value, net charge-offs as a percentage of average net loans, and growth of loans, deposits, and net income. They also focus on achieving a diversified revenue base, operating within the marketing segment efficiently and professionally, maintaining a high level of employee productivity, and providing responsible, progressive leadership within the community. In meeting their corporate objective, customers are the primary focus in their marketplace. Their ability to provide quality, responsive products and services to potential clients and established customer base with the highest standard of customer service benefits the banking.

5. Comparative Analysis

We have given the insurance companies the opportunity to make use of our proposed analyses, and some companies have expressed an interest.

We have also studied the relationship between customer satisfaction and company size, but interestingly we found no evidence that bigger companies generally achieve higher satisfaction ratings. It’s possible that the structure of the insurance market assists smaller companies to provide a more specialized, and possibly also higher value-added, insurance service. This is consistent with the results of our analysis of the association between satisfaction and the given insurance product. We found that the more specialized Pat insurance products give rise to relatively high ratings of service and outcome satisfaction. Moreover, the less specialized M products and the general insurance products have relatively low ratings, indicating that insurance companies have to take more problems of their customers into account too.

For service satisfaction, the majority of companies did well, with a few excelling themselves, and only a small minority performed particularly poorly. For outcome satisfaction, a number of companies performed very well (and even better than for service satisfaction), but some were seen to be struggling to keep their clients satisfied. There appears to be more variation in satisfaction ratings for general satisfaction, with eight companies performing well and five with ratings being too low.

We have considered a number of companies within the insurance sector and have measured their customer satisfaction levels using three different methods. This resulted in a large amount of data, which we have carefully scrutinized. As well as using standard summary statistics, we have constructed data on these statistics, such as Lorenz curves, to allow meaningful comparisons to be made. These comparisons have been carried out for the overall measure of customer satisfaction, as well as for the three separate sectors of service, outcome, and general satisfaction.

5.1. Key Findings

This is in line with other studies that found the consistency of the availability of the services as one of the most important determinants of consumer satisfaction. Most customers also found age of parked claim and specific period of determining the claim as determinants of customer satisfaction. Some of the customers were found to be influenced by processing speed of claims or their settlement, the development of new services and their future possibility. The latter two factors were ranked lower than proposed determinants of customer satisfaction in literature. There were also some differences between the level of impact of determined factors within research organizations and customer groups. Some of key determinants were constantly found with previous research. Statements concerning availability and consistency that are accepted as important for customer satisfaction have also found significant positive correlation with customer satisfaction. The correlation is the highest with the area of claim registration, then with lump sum and cash payment areas. The correlation is the lowest at areas of business information, and calculation of input/output values. Eliminating errors with claim settlement is the most important service profitability. Payment accuracy is of utmost importance for customer satisfaction in all researched customer claims processing activities. The impact of the rest concepts is relatively lower and of different level, taken into account some research customers that are most often business partners, whereas profit mainly comes from insurance compensation beneficiary. For this group of customers development and profit was correlated the highest of all implemented research models. Influence of another group of customers on calculated object values in business information area is the second highest, while this is the least for customer satisfaction. These research results can be used as an important tool when trying to signal such profitable adjustments to claim processing service quality.

6. Conclusion

To achieve this purpose, a survey based on questionnaires was designed to record the Greek customers’ point of view. The results of the present study indicated the main contribution of the services produced and provided by the Greek insurance companies to customers’ satisfaction. Out of the 15 attributes examined in the study, four appeared to be the most important contributors, with prompt service (specifically getting the estimate) being the one most closely associated with overall customer satisfaction and positive word-of-mouth. It is particularly interesting to note that even the cost of the insurance was a strong predictor of overall satisfaction and was also found to have the ability to promote positive word-of-mouth.

The first and most important step in fulfilling customers’ needs is to find out what their objectives are and to exceed even their requirements by constructing the companies’ objectives in such a way as to keep their pledge. The best place to start for a company seeking superior performance is not inside the corporation, but outside, focusing on the requirements of the customers who contribute to and determine the economic activity sector of the companies.

The purpose of the present study was to identify the major attributes contributing to the customers’ satisfaction derived from the products and services provided by the Greek insurance market. The insurance sector has developed rapidly over the last few years, always under the impact of increased competition. Increased competition leads insurance companies to try to excel by offering qualitative services corresponding to customers’ requirements. Thus, they have to focus on the fluctuations of the customers and adjust their policy to the changes in demand.

6.1. Summary of Findings

The results of this study provide insurance companies evidence that the improvement of customer satisfaction would lie in enhancing service quality. Emphasizing the critical factors of employee interaction, reputation, and brand would indicate how managers could increase customer satisfaction and consecutively reduce the churn level. Through the analysis of different constructs, insurance insurers are convinced the development of strategic implications they could enhance the level of customer satisfaction. These results have implications for increasing the level of customer satisfaction in the insurance industry and building a loyal portfolio of clients.

Finally, brand has a direct and positive relationship with the level of customer satisfaction.

Fifth, socio-demographic levels influence the perception of insurance companies and the level of customer satisfaction.

Fourth, there is a direct positive relationship between reputation and customer satisfaction.

Third, the clients’ social and demographic characteristics did not have an impact on the perception of service quality and the level of satisfaction.

Second, employee interaction has an important impact on customer satisfaction.

First, there exists a positive association between service quality (SERVQUAL) and customer satisfaction.

In this chapter, the results of the statistical analysis are described. The data analysis suggests six hypothesis validations. The main findings can be summarized as follows:

6.2. Implications for the Insurance Industry

More specifically, the results suggest that customer satisfaction is an important indicator that can be managed by an experienced, well-established, and professional insurance company. This holds true even in different aspects and during different periods of life, in a way that is different from what is utilized by experienced and well-known firms in the same industry. Furthermore, this standard and common indicator of customer satisfaction is sometimes more associated with dislikes than likes. It is composed mainly of negative feelings indicating that the treatment is not what one wants or expects as a customer from an insurance company. The interactions do not enhance the quality of their lives, performances, and activities, which can be seen as insurance discrimination difference.

In order to analyze the data, the responses to about 170 questions were used. All the data that were accounted for and utilized in the study were limited to or associated with well-established, very experienced, and highly professional insurance companies. Even the subsidiaries in developing countries were somewhat parts or associated with these experienced firms. As implied by the results, such well-known firms have several areas and extensions of experience. It is assumed, without giving equal biases, that some implications may still be valid for new and small-scale insurance companies, such as those in different regions in developing or underdeveloped countries, where branch offices of the well-established and globally known main insurance companies are established.

7. References

1. Anderson, E., Fornell, C., & Mazvancheryl, S. (2004). Customer satisfaction and shareholder value. Journal of Marketing, 68, 172–185. 2. Anderson, E. W., Sullivan, M. W., & Milton, J. M. (1982). Consideration of competitive effects in consumer satisfaction/dissatisfaction models. Journal of Consumer Research, 9(4), 291-297. 3. Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56, October, 6–21. 4. Fornell, C. (1992). A Customer Satisfaction Approach to Marketing Packaged Goods. Journal of Marketing, 56, April, 68–78. 5. Mayer, C. H. (2007). The relationship between customer satisfaction and loyalty in a South African Unit Trust Company. International Business & Economics Research Journal, 1, 23–34. 6. Lee, D. J. (2005). Analysis of Korea Customer Satisfaction Index. Seoul: Korea Marketing Association. 7. Garbarino, E., & Johnson, M. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63, 70–79. 8. Hallowell, R. (1996). The relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study. International Journal of Service Industry Management, 7(4), 2-27. 9. Johnson, M. D., Anderson, E., & Fornell, C. (1995). Rational and adaptive performance expectations in a customer satisfaction framework. Journal of Consumer Research, 21, 695–707. 10. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 41–50.

Source Links


por ronitec

Deja una respuesta

Tu dirección de correo electrónico no será publicada. Los campos obligatorios están marcados con *