Customer Satisfaction with Customer Care Service Quality at Baoviet Life Corporation, Vietnam

Abstract

Based on relevant theoretical bases and through conducting qualitative research to build a research model with a customer care service quality scale including 22 descriptive variables for 5 components of service quality. Customer service, that is: physical facilities, reliability, assurance, response, empathy; customer satisfaction scale for customer service. The result has 159 valid samples. The results of the linear regression analysis between the independent variable which is 5 components of customer service quality and the dependent variable which is customer satisfaction show that all 5 components have a positive relationship. Accordingly, the tangible component has the strongest impact, followed by the trust component and finally the feedback component. Based on this result, the research team has identified the shortcomings and proposed solutions such as: Building uniform policies, remuneration as well as sanctions for agents; Develop customer care regulations for agents; improve the capacity of customer service staff or improve customer support.