Cac nhan to anh hiTorng den
long trung thanh cua khach hang doi v6i bao hiem nhan tho
d Viet Nam
NGUYEN DCfC N H A N *
Tom tat
Nghien cdu sH dung md hinh chi sd qud'c gia vi hdi long khdch hdng cua My (American Customer Satisfaction Index-ACSI) Idm nen tdng nghien ciiu. Thdng qua viec sA dung md hinh ca'u true tuyen tinh (S EM-Structural Equation Modeling) nhdm xdy dung, phdn tich vd kiim dinh md hinh cdc nhdn to dnh hudng den long trung thdnh khdch hdng do'i vdi dich vu bao hiem nhdn tho. Ke't qud nghien cdu cho thay long trung thdnh cua khdch hdng ddi vdi dich vu bao hiem nhdn tho tai cdc cdng ty bao hiem nhdn tho Viet Nam chiu sU dnh hudng tich cUc tit Su hdi long vd Su than phien cua khdch hdng dd'i vdi dich vti bao hiem nhdn tho.
Tii khoa: nhdn td. long trung thdnh, sU hdi long, ACSI, bdo hiem nhdn tho Summary
The article uses American Customer Satisfaction Index (ACSI) model as a main approach.
Structural Equation Modeling (SEM) is applied to build, analyze and lest a model of factors affecting customer loyalty to life insurance service. The results show that customer loyalr\- to life insurance services In Vietnamese life insurance companies is positively influenced hy Customer Satisfaction and Complaints about the service.
Keywords: factor, loyalty, satisfaction. ACSI, life insurance
G I O I T H I E U
Theo bao cao ciia Cue Quan ly giam sat bao hiem - Bd Tai chinh, nam 2016 tdng doanh so'ciia toan nganh bao hiem nhan tho da dat mu'c 36.650 ty ddng.
Cung theo bao cao tren. thj tnfdng bao hiem nhan tho Viet Nam difdc thd'ng tri bdi 5 doanh nghiep Idn la Prudential vdi 29,9Vf thi phan. Bad Viet Nhan thd vdi 25.7% thi phiin, Manuhfe 12.1% Ihi phan, AIA 9,2% thi phan, Dai-ichi 9,1%
thi phan.
So vdi cac ITiih vifc kinh doanh bao hiem khac, bao hiem nhan iho van dang difdc xem la nganh kinh doanh hap dun va cdn nhieu liem nang phat Irien. Tuy nhien, hoat ddng kinh doanh bao hiem nhan iho lai Viel Nam difdc cac chuyen gia v;i Cii khach hang nhiin xet la qua chii irong \ao phat tnen hdp ddng mi'fi
mil bd qua chii't lifdng sau ban hang, ddn de'n viec nhieu khach hang sau khi ke't thiic hdp ddng da khdng tiep tuc sd dung dich vu ciia cac cdng ly bao hiem nhiin tho.
Ti^ thifc le dd, nghien cdu kham phii cac nhiin id' anh hu'dng de'n sif trung thanh ciia khach hiing ddi vdi cac doanh nghiep bao hiem nhan tho lai Viel Nam, vdi viec sii dung md hinh ACSI Dong thdi, lac gia cd mdt sd^de xuat dd'i vdi cac doanh nghiep bao hiem nhan tho de nang cao Idng trung thanh ciia khach hang.
CO SCf LY T H U Y E T VA P H U O N G PHAP N G H I E N c C u
Cf/sdly thuyet
Theo Philip Kotlcrvii cdng sif (2005] ihi cha'l hfdng dich vu dUdc dinh nghTa la kha nang ciiii mdi dich \ ii bao gom dp ben tdng the. dd tin cay. do chinh .\ac. su' de van hanh. dc sij-a chifa va ciic ihudc linh khac dc thifc hicn Ciic chifc nang ciia nd
Nghien ciiu cua Chaudhun (1999) dmh nghia long
'TrLTong Dai hoc INgoai thiidng I Email- [email protected] vn
V-^„* „hnn hdi- I.WJ/2UI7 V'j.n phdn bicn OH/05/2017. ,Vg,h dmi'i ddn'.; 17/05/2017
19
HINH 1: md HirSH CHi s o QCldc GIA VE HAI LONG KHACH HANG CaA MY (AMERICAN CaSTOMER SA"nSFACT10N INDEX - ACSI)
irung thanh nhif lii su' cam ke't ciia khach hang se mua liii san pham hoac dich vu ifa thich, ifu lien tim mua san pham ciia mdt ihu'dng hieu nao do trong tifdng lai.
Ldng trung thanh (customer loyally) hi bie'n sd'cud'i Cling tiong md hinh do lu'dng chi sd'hai long ciia khach hang va mang tinh quye't djnh de'n sif ton vong ciia doanh nghiep trong lifdng lai. nd difdc do lu'dng bdi y dinh tic'p tuc mua, ldng tin vii sif gidi thieu vdi ngUdi khac \'c san pham va dich vu ma ho dang diing.
Md hinh ACSI difdc u'ng dung nham do hfdng sif Ihda man ciia khach hang dd'i vdi cac nganh, cac doanh nghiep d nhicu qud'c gia phat irien tren Ihe'gidi, Trong md hinh ACSI. gui In ciini nhiin chiu lac ddng bdi chat hfong ciim nhim vii sif mong ddi ciia khiich himg. Do vay, yeu Ciiu ve chitt lu'dng siin phii'm va dich vu cung ca'p cho khach himg can phai dam bao va difdc thda man lien ci( sd sif hai long ciia ho, Su bin ldng ciia khach himg difdc lao thimh iren cd sd chal lifdng cdm nhan, sif mong ddi va gui tri cam nhan. neu chii't Iif(fng vii gui tri cam nhan cao hdn sif mong ddi se lad nen Idn"
Hung Ihiinh dd'i vdi khiich hang, trifdng hdp ngifdc lai.
da\ lit sif phim niiii ha\ sif than phien ve sim phfim mil ho lieu dung (Hinh I)
Md hinh vd phUifng phdp nghien ciiu Nghien cii'u dp dung md hinh su' bin long cua khiich himg do Fomell vii cdng su (1996) xay difng linn md hinh nghien ci'fu. Ngoai phitn ihdng iin nhiinlhiiu hoc
\i\ Ciic Ihdng lin mang linh thdng kc md tii. nghien ciiu SLf dung ihang do l.ikeil 5 bac de do kie'm q'ljan diem CLiii khiich hiing ddi vdi cac khia canh ciia dich \'u biio hiOm nhiin iho niii ho dang si'f thing i Baci: 11
Dif hcu Jtidc llui ihiip llidng\|ua hlwi hoi yifiv
va bang hoi didn tu" tren Google form.
Phifdng phap chon mlu tien ldi difdc ap dung nham phu hdp vdi dieu kien cua nghien cu^i. Bang hdi difdc g^i tnfc tie'p tdi cac khach hang da tifng mua bao hiem nhan tho cua cac cdng ty bao hiem tai Viet Nam. Cd 300 ban cau hoi difdc phat ra va 225 ban thu lai, dat ty le 75%, Cac bang hoi difdc lam sach de loai bo cac bang tra Idi cd Idi va thu du'dc 218 bang tra Idi, dat ty le -72,6%, Thdi gian nghien ciila tif thang 8/2016 de'n thang 12/2016.
Phifdng phap PLS-SEM vdi phan mem Smart PLS difdc sii" dung de phan tich diJiieu.
KET QUA NGHIEN CLfU VA THAO LUAN
Ke't qua nghien ciiu
Ket qua kiem dinh md hinh tliang do cho tha'y he sd tai nhan to' (factor loading) nam n-ong khoang 0,71 de'n 0,94, Idn hdn 0.55
He .so' tin cay td'ng hdp ciia cac khai mem dao ddng tif 0,88 den 0,93 (composite reliability), Idn hdn 0,6 nen thang dd dat tinh ddn hu'dng va dd tin cay, Trung binh phu'dng sai trich (Avetage variance Extracted-AVE) ciia cac bien nghien ci?u deu Idn 0,5 nen thang do dat giii tri hdi tu,
Ben canh dd, AVE ciia mdi bie'n tiem an deu Idn hdn binh phifdng lifdng quan ciia bie'n dd vdi cac bien tiem an cdn lai nen thang do dat giii tri phan biet.
He sd'phdngdai phifdng sai (Variance Inflation Factor -VIF) nam trong khoiing tif 1,77 de'n 3.16, nhd hdn 3,3 nen khdng ton lai hien tifdng da cdng tuyeii va sai so do phifdng sai chung (common method bias) Do dd, ihang do phii hdp de kicm dinh md hinh ciiu true
Ke't qua phiin tich (Hinh 2) dii chi ra sif tdn tai ciic quan he trong md blnh nghien ci'fu vdi mtJc y nghia 5%. Nhu" va\, cac giii thuye't deu difdc chii'p nhiin. He so R-^ hieu chinh ciia c;ic bie'n phu thudc Giii tri Ciim nhan. Sif hiii long, Phan niin
\;i Ldns: truns; thiinh Ian lifdt hi 47.S''f, 56.3%. 29,8'/vii 41,1%,
Ben ciinh dd. nhiin id' Ky \ong cua khiich himg \;i Ciim nhiin chii't lifdng Cling cd uic tiong lich cii'c de'n Ciim nhiin giii tri ciiii khiich liiing, \(i\ gui in [i Ian hfdl lil (1.352 vii 0.446^p-\alue <0.00l
De kiem liii linh dif bao hen quan (mii'c do du biio dif lieu ihu ihiip tif mo
20
BAtSG 1: THANG DO MO HINH ACSI
* - Thang do • . ' ^ y -^j ,-
STxIlVIahoal Diln giai %' A Ky vong khach hang (CEP)
1 2 3
CEPl CEP2 CEP3
Ky vong ve chai hfrtng long the ciia dich vu bao hiem nhan tho do Cong cy bao hiem nhSn tho XYZ cung cap
Ky vong ve miJc do dap ling tot nhu cau rieng biel ca nhan cua khach hang cua dich vu bao hiem nhan tho do Cflng ly bao hiem nhan tho XYZ cung cap
Ky vong ve do tin cay cua dich vu biio hiem nhan tho do C6ng ly bao hiem nhiin iho XYZ cung ca'p Chfl't luftfng cam nh^n (PEQ)
4 5 6
PEQl PEQ2 PEQ3
Cam nhan tSt vi chfft lu'dng tong the cua dich vu bao iiiem nhSn tho do Cong ly bao hiem nhan tho XYZ cung cap
Cam nhan toi dich vu bao hiem nhan iho do Cong ly bao hiem nhiin tho XYZ cung cap dap iJng nhu cau rieng biel ca nhan cua khach hang
Cac dich vu bao hiem nhan tho do Ciing ty bao iiiem nhan tho XYZ cung ca'p c6 linh chinh xac va do lin cay cao
Gia tri cam nh^n (PEV) 7
8 PEVl PEV2
Vdi mu'c chat lu'dng dich vu bao hiem nlian tho do Cong ty bao hiem nhiin tho XYZ cung cap. mitc gia khach hang phai ira hoan toan xii'ng dang va re
V6i mu'c gia mii khach hang ph.ii ira, chai lu'dng dich vu bao hiem nhan tho do Cong ty bao hiem nhan tho XYZ cung ca'p la vu'dt troi
Sif hai long (CSF) 9 10 11
CSFI CSF2 CSF3
Nhin chung, khiich hang hoiin loan hai long Mil ch;ii lu'dng dich vu bao hiem nhan tho do Cong ty bao hiem nhiin tho XYZ cung cii'p
Chai lu'dng dich vu bao hicm nhiin tho do Cong ty biio hiem nhan iho XYZ cung cfip diip I'fng ky vong cua khach hang
Dich vu biio hicm nhiin tho do Cong ty biio hiem nhan tho XYZ cung ca'p khong c6 sU khac biel nhieu vc'fi dich vu bao hiein nhiin tho ly lu'dng ma khiich hi'ing mo udc
Sif than phi6n(CCP) 12
1.1 CCPl CCP2
Neu khong hiii long, kh.ich liiing cd llie phim nim chinh thu'i. hofic khdng chinh IhiJc ve chai lifdng didi vu biio hiem nhiin tho do Cdng ty bao hiein nhan tho XYZ cung cap
Phan nan mdi Jay iihai ciia khach hang doi vdi dich vu bao hiem nhan tho do Cong ly b.io hieiii nhan tho XYZ cung cii'p dtfdc \i( ly lot
LoriH trung lhanh (CLO) 14
1.5 16
CLOI CI.02 (•L03
Neu ciin phiii chon Lit tdng Iv biio hiein nhan iho kliiit. ldi se chim lai Cong tv bao hiem nh.in tho XYZ
Neu dich vn ciia cong ty biio hicm nhiin thu kh.ic re hrfn m;i Cdng ty bao hicm nhiin iho XYZ khdng thav dni gui hien tai. khiich hiing \'in Ufa chon Cdng tj biio hiem nhan iho XY/
NdudiLh vu baohicmnh,'inlhociiaCrmgty biio hicm nhan tho XYZ liino "la khiich hiuu'\.\n sir dun<' dich vu b.id hieni nhan iho ctia cdng ly ^ - ^ -
hinh nghien cifu vii ciic thdng sd ciia md nhd hdn 0.001; Average Block VIF vii Aveiiiyc Full hinh). nghien ci'fu si'f dung chi sd Slone-
Geissei Q2, Do Q2 ciia cac bicn Gi;l In Ciim nhiin. Sif hiii Idng. Phiin nim vii Ldng irung ihimh deu > 0 nen md hinh dill linh dif biio lien quan.
Criii tri p-value ciia he so Average Path Coctiicicnt, Average RSquaicd.
\ ii ,A\ cragc Adjusteii R-Sqiiiired deu
Collineanty VIF nhd hdn 3.3, CioF= 1,175 cho thiiy diT lieu rat phii hdp \di md hinh.
Thdo ludn ke't qud
Nghien ci'fu dUa iren phiin lich so lieu lir 2 1 8 ngifdi ira l(fi cho iha'\ hai nhim id -Sir hiii long cua khach hiing" vii "Sif than phien" cd lac ddng lich cifc dcii Idng trung ihiinh cila khiich hiing, Tuy nhicn. vcu id sU than phicn. cu the lii sif giiii quvcl'thaii phien ciia
21
k h a c h h a n g tif p h i a c d n g ty b a d h i e m cd tac d d n g n h i e u hdn tdi sir trung t h a n h , t h e h i e n d h e so' p = 0,4 ( h e sd' p cua yd'u to sif hai l o n g k h a c h b a n g trong rad h i n h b a n g 0 , 3 2 8 ) . B e n c a n h d o , k e t q u a n g h i e n cu^i c d n c h o thS'y md'i q u a n hd giUa si/ hai long cua k h a c h h a n g vdi su"
t h a n piiien. Cu t h e , sif h a i Idng cua k b a c h h a n g dd'i v d i san p h a m va dich vu b a o h i e m n h a n tho cd tac d o n g tich ci/c rd r a n g tdi si/ t h a n p h i e n , the h i e n bdi h e sd' P
= 0 , 5 4 6 . T u y n h i e n , sir bie'n thien trong s i / h a i long c u a k h a c h h a n g chi d d n g vai trd giai thich cho 2 9 , 8 % trong sif thay ddi cua sd than p h i i n ciia k h a c h h a n g .
N g o a i ra, n g h i e n CUTJ ciing da chi r a c a c nhSn td' Cha't lu'dng c a m n h a n . Sif m o n g ddi ciia k h a c h h a n g va Gia tri c a m n h | n d e u cd tac d d n g tich cifc de'n sif h a i ldng ciia k h a c h h a n g . T r o n g 3 n h a n to'tren, Sif h a i Idng cua k h a c h h a n g chiu tac d o n g m a n h m e n h a t bdi gia tri c a m n h a n , sau dd la Cha't lu'dng c a m n h | n va tac d d n g it nha't la nhan to' Sif m o n g ddi ciia k h a c h h a n g , the' h i e n d h e so' p ian lu-dt la 0,382, 0,369 va 0,124,
M a t k h a c , b a n than gia tri c a m nhSn ciing chiu t a c d d n g tich cifc tif hai n h a n td' cha't lu'dng c a m n h a n va sir m o n g ddi cua k h a c h h a n g (be so' p Ian lu'dt lii 0,352 va 0,446). Tuy n h i e n , n h a n to' sif m o n g ddi cua k h a c h h a n g cd tac d d n g ndi bat hdn trong viec niing c a o sif hiii long cua khach h a n g
KET LUAN VA H A M Y Q U A N TRj
Bang viec u'ng d u n g md hinh A C S I d e n g h i e n ciJu c a c n h a n to' a n h hu'dng d e n ldng trung t h a n h c u a khiich h a n g , ke't q u a n g h i e n ciiu da chi ra sif hai l d n g ciia k h a c h hiing chiu a n h hu'dng iru^c tie'p, tich cifc tii SLf hai l o n g va si/ than p h i e n ciia k h a c h h a n g . Tifdng q u a n so Siinh v e m d c dd tiic d d n g , n h a n i d sif t h a n p h i e n cd miic d o tac d d n g de'n idng trung t h a n h ciia khach h a n g Idn hdn so vdi .su-hai ldng v e dich vu b a o h i e m n h a n t h o .
_De cd the gia tang ldng Irung thiinh ctia khiich h a n g ddi vdi dich vu b a o hiem n h a n tho, c a c c d n g ty b a o hiem nhan iho Viet N a m can gia tiing sif hai Idng va giiii q u y e t lot c;ic khie'u niii. p h a n niin cua khach b a n e hdn q u a n de'n dich vu bao h i e m n h a n tho.
T A I L I E U T H A M K H A O
Cii t h ^ , k h a c h h S n g n 6 n di/cfc hiidi^
d i n c h i tiet v a r o r a n g v e q u y i n va quj trinh k h i cd khie'u n a i x a y r a . H i n h thiJ:
k h i e u n a i cd t h e linh h o a t giila tnfc tiep v a g i a n tie'p, t h e h i e n t r a c h n h i e m va tin c a y c u a c d n g ty b a o h i e m dd'i vdi quy^n ldi c u a k h a c h h a n g .
D e cd thd' gia t a n g sif h a i ldng cua k h a c h h a n g v e dich vu b a o hid'm nhan t h o , c a c c d n g ty cd the' t h y c h i e n thong q u a v i e c :
(1) N S n g c a o gia tri difdc c a m nhjin bdi k h a c h h a n g v e dich vu b a o hiem n h a n t h o ( x a y difng phu'dng an dd'i pho vdi c a c tinh hud'ng x a u ; x a y difng chien lUdc h o a n c h i n h , h d p ly p h a t trien cdng ty trong c a c k h o a n g thdi g i a n k h a c nhau...);
(2) N a n g c a o cha't lu'dng dich vu difdc c a m n h a n bdi k h a c h h a n g (nhif: tap trung m a n h v a o c a c dich vu c h a m sdc khach h a n g trifdc va s a u khi c u n g ca'p dich vu;
nit n g a n _thdi g i a n giai quye't bdi thifdng nhifng v a n d a m b a o c h a t lu'dng; tang cifdng r e n l u y e n ky n a n g vh bd' sung kien ihu'c c h o ddi ngii n h a n vien...);
(3) N a n g c a o su' m o n g ddi cua khach h a n g t r u d c khi siJ d u n g dich vu bao hiem n h a n t h o ( x a y du'ng c a c chifdng tiinh t r u y e n t h d n g hu'dng de'n k h a c h hang de t r u y e n dat sU bifu ich, gia t n va dd lin cay v e dich vu b a o h i e m n h a n tho du'dc cung ca'p_ giiip k h a c h h a n g m u d n g lu'dng va xua't h i e n nhu c a u . m o n g mud'n sii' dung dich vu biio hie'm n h a n tho...).
D a n g lUu y la c a c dd'i tifdng tham gia tra Idi b a n g hdi k h a o sat cho thay, ty le Ciic dd'i tifdng, nhu": hoc sinh, sinh vien.
ngifdi ndi trd va ngifdi da v e hUu tham gia b a d hiein n h a n ihg cdn it, Vi vay, cac c d n g ty biio hie'm n e n cd chie'n lu'dc dot phii. khuye'n khich Ciic n h d m dd'i tifdng Iren t h a m gia b a o h i e m n h a n t h o . Q
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.^DMOFLCM09M)72-.26._adt,ctrl-sUilc^c3D2s45o6nci 59 r:,^-r. , - •••-- -~- o 6 n c j _ 5 9
. - ^^^ ^ ' ; ' V ' ' " ' - ' ^ ' ' ' ^''^ '^'^'^^ ' ^"'-^dlidi Idiio fa, Cdno A Bdo Mmh Ba Xdn^
SI Quiin tn kinh doanh, Dai hoc Dii Niing 3 Philip Kullcr. W o n - Veronica S a u n d c Maiketing l4ih European edition). P r c n i i c e Hal
4. C h a u d h u n , 1999l. The Efjeas of Brand .Mniude and Brand Lovalt^ on Buiiul Per/or F u r o p c a n Ad\ ances in C o n s u m e r R c s e a c h Vol 4
J o h n . /Xnnstrong Cjar
L u a n \iiii thac (20051. Principles of
5, Forncll. C,. .lohnson. M , A n d e r s o n . E '. C h a . J a n d Bi vant. B. (1996) T h e .SalisKiaion iiidoM n a i u i c . purpose, and frndiUizs. Journal of Markeiur.;. \ ' o I \ n i c r
61) \ u
an Cuslomer i. p p 7-18
