| dc.description.abstract | This study aims to explore the factors which affect organizational customer satisfaction and loyalty toward professional B2B General insurance Service in Vietnam. The critical element of success in business, particularly insurance service is maintaining the relationship between organizational customers and insurance company, which are their satisfaction and loyalty. The general insurance market in Vietnam would maintain to be competitive and further rate reductions are forecasted in this year (Asia Market Review 2017).
Convenience sampling combines with snowball sampling are used to conduct both qualitative research and quantitative, which structured in-depth interview, focus group and experts interview, who is from the top of general insurance companies in Vietnam, for consulting the questionnaires. The questionnaire is distributed to 547 clients from different presenters of organizations and its subsidiaries located in Vietnam. The empirical result of this research indicated that seven factors including interpersonal skills (INS), technology (TLGY), technical skills (TES), reputation (REPU), reliability (RELT), premium (PREM) and risk coverage (RISCO) were significantly correlated and had both direct and indirect effects on Organizational Customer Loyalty (ORCUSLOY) through the mediation of Organizational Customer Satisfaction (ORCUSA) .The data from the result determined the factor has the most effective to organization customer satisfaction and loyalty in professional B2B general insurance service.
Suggestions were given to develop the relationship with organizational customers and insurance companies for the board of director of general insurance and insurance service in Vietnam to maintain the policy. | en_US |
