Customer service quality measurement for Hong Kong and Guangzhou individual life insurance industry

Pao Yue-kong Library Electronic Theses Database

Customer service quality measurement for Hong Kong and Guangzhou individual life insurance industry

 

Author: Chan, Lai-ping
Title: Customer service quality measurement for Hong Kong and Guangzhou individual life insurance industry
Degree: M.Sc.
Year: 2000
Subject: Insurance, Life -- China -- Hong Kong
Insurance, Life -- China -- Guangzhou
Customer services -- China -- Hong Kong
Customer services -- China -- Guangzhou
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Dept. of Management
Pages: x, 114 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1568924
URI: http://theses.lib.polyu.edu.hk/handle/200/3794
Abstract: Hong Kong is a leading insurance center in Asian region. However, little research has been conducted about service quality of Hong Kong individual insurance industry. On the other hand, China is a large untapped market. Many worldwide insurance companies are eager to enter this highly potential market. What kind of products and customer service the China customers want are the issues that are worth for investigation. Therefore, this study's aims are to assess and to compare the expectations and perceptions of Hong Kong customers and Guangzhou customers on customer service of their individual life insurers. In addition, overall satisfaction with service quality of their individual life insurers in Hong Kong and Guangzhou are compared. The importance of service dimensions/attributes is also identified in these two areas. Guangzhou is chosen to be an area for this study because this is one of the few China cities the China government allows foreign company participation in running insurance business and the insurance growth rate is high there. Focus group interview and SERVQUAL are utilized as the instruments to conduct this study. The results of this study allow the individual life insurers in these two areas to know what their customers expect and perceive on customer service, and the level of customer service quality they attain. The individual life insurers in the areas will know where are their service fail points. In the next step, they can investigate what underlying factors hinder their performance on these aspects and implement the operational programs to improve these accordingly. The results also indicate what service dimensions/attributes are particular important in determining customer's overall satisfaction with the customer service quality in these two areas. With this knowledge, the life insurers can concentrate the efforts on these aspects in term of marketing, promotional and operational strategies or programs. This enables the life insurers to enhance the customer satisfaction with their customer service effectively and efficiently. In addition, together with the results of service quality level of service dimensions/attributes attained, the life insurers in these areas can identify where are their critical service fail points. Hence, they should put more resources to improve these aspects.

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