CUSTOMER SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE LIFE INSURANCE INDUSTRY: A CASE STUDY OF CHUBB LIFE VIETNAM

Abstract

This article presents the results of research on customer service quality and customer satisfaction in the Life Insurance industry based on a survey conducted at Chubb Life Vietnam Insurance Co., Ltd. The data was collected from 192 customers at Chubb Life Vietnam’s transaction points in Hanoi. Research results show that the quality of customer care service at Chubb Life Vietnam is rated quite highly in terms of tangibles, reliability and assurance. However, empathy is rated at an average level. Regarding the impact of quality factors on customer satisfaction, tangibles are the most important influencing factor on customer satisfaction (=0,318), followed by empathy (=0,318), followed by empathy (=0,294), assurance (=0,191), reliability  (=0,176) and Responsiveness (=0,133). The research also shows that customers in older age groups tend to be more satisfied with the customer service while, gender, income and occupation do not have a statistically significant impact on satisfaction. Based on research results, the authors have proposed directions to improve the quality of customer care services to increase customer satisfaction at Chubb Life Vietnam.