Article 4, Volume 3 Issue 1:

Service quality study in the property and casualty insurance market using the Quality Function Deployment methodology

Author

Jordi Escayola – (Universitat Ramon Llull IQS School of Management Ringgold Standard Institution Economia y Empresa)

Jesús Tricás – (Universitat Ramon Llull IQS School of Management Ringgold Standard Institution Economia y Empresa)

Received August 5, 2016; accepted September 30, 2016.

Abstract

The aim of this project is to study the dimensions of service quality in non-life insurance market, applying the Quality Function Deployment (QFD) methodology. To achieve the purpose of the paper, a specific service quality scale was developed to reflect the most important service quality elements in the insurance industry. For the first time in any insurance market or insurance service quality research, the Insurance Service Quality Function Deployment (ISQFD) matrix was developed especially for the insurance sector. Furthermore, the SIQUAL scale has been developed which is specifically designed to analyse service quality in the insurance industry. We interviewed over 300 insurance customers (mainly car and home insurance policy holders) and 17 insurance experts –including company directors, researchers, public institution members, private institution members and consultancy directors from the insurance sector. By applying what we propose in this research study, insurance companies can develop their business and focus their actions on what is more efficient in the long term, increase their customers’ satisfaction and loyalty. This research represents the first QFD analysis in the European insurance market and it is the first study based on a specific service quality scale, establishing a solid basis for future research in insurance service quality.

El objetivo de este proyecto es estudiar las dimensiones de la calidad del servicio en el mercado de seguros que no son de vida, aplicando la metodología de Despliegue de la Función de Calidad (QFD). Para lograr el propósito del estudio, se desarrolló una escala de calidad de servicio específica para reflejar los elementos de calidad de servicio más importantes en la industria de seguros. Por primera vez en cualquier mercado de seguros o investigación de calidad de servicios de seguros, la matriz de Despliegue de la Función de Calidad de Servicios de Seguros (ISQFD) se desarrolló especialmente para el sector de seguros. Además, la escala SIQUAL ha sido desarrollada específicamente para analizar la calidad del servicio en la industria de seguros. Entrevistamos a más de 300 clientes de seguros (principalmente titulares de pólizas de seguros de automóviles y viviendas) y 17 expertos en seguros, incluidos directores de empresas, investigadores, miembros de instituciones públicas, miembros de instituciones privadas y directores de consultoría del sector de seguros. Al aplicar lo que proponemos en este estudio de investigación, las compañías de seguros pueden desarrollar sus negocios y enfocar sus acciones en lo que es más eficiente a largo plazo, aumentar la satisfacción y lealtad de sus clientes. Esta investigación representa el primer análisis QFD en el mercado europeo de seguros y es el primer estudio basado en una escala de calidad de servicio específica, que establece una base sólida para futuras investigaciones en la calidad del servicio de seguros.

Citation

Escayola, J., & Tricás, J. (2016). Service quality study in the property and casualty insurance market using the Quality Function Deployment methodology. European Accounting and Management Review3(1), 72-92.

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