Các nhân tố ảnh hưởng đến lòng trung thành của khách hàng đối với bảo hiểm nhân thọ ở việt nam

Cac nhan to anh hiTorng den long trung 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 GIOITHIEU 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 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 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 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 ciia khach hang CO SCf LY NGHIEN c C u THUYET VA PHUONG PHAP 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 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- nhannd@ftu.edu 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) 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 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 THAO LUAN irung 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 tifdng lai Ldng trung (customer loyally) hi bie'n sd'cud'i Cling tiong md hinh lu'dng chi sd'hai long ciia khach hang va mang tinh quye't djnh de'n sif ton vong ciia doanh nghiep lifdng lai nd difdc 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 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 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 l.ikeil bac de 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 20 NGHIEN CLfU VA Ke't qua nghien ciiu Ket qua kiem dinh md hinh tliang 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 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 dat giii tri phan biet He sd'phdngdai phifdng sai (Variance Inflation Factor -VIF) nam khoiing tif 1,77 de'n 3.16, nhd hdn 3,3 nen khdng ton lai hien tifdng da cdng tuyeii va sai so phifdng sai chung (common method bias) Do dd, ihang phii hdp de kicm dinh md hinh ciiu true Ke't qua phiin tich (Hinh 2) dii chi sif tdn tai ciic quan he 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