Evaluating the quality of services provided in government office counter party of contract of general office of health insurance of Shiraz City 2017

 

Abolghasem Nazari¹, Somayeh Hessam^2*, Abbas Ghavam³

 

 

Abstract              Background: Regarding the significance of services section, eminence of services quality in this section has a special significance, so that providing high quality services is considered one of important challenges of the present century in service organizations. One of the most important models which are widely used for evaluating services quality of service companies in viewpoint of customers is SERYOQUAL model, that in this study it was used for evaluating services quality in the government office counters party of contract of health insurance general office. Methodology: The present study is descriptive survey in respect of method of collecting data and in respect of aim it is an applied study. The used questionnaire is SERYOQUAL questionnaire which was distributed between 390 referees of Shiraz city health insurance. The collected data was analyzed using SPSS17 statistical software. For investigating the hypotheses dual t-test was used. Findings: The results showed that there is a significant difference between expectations of the insured and their perception from dimensions of services quality (concretes, trust, replication, warranty and sympathy). Also, there is a significant difference in prioritizing dimensions in viewpoint of the insured. Regarding the ranks average, the trust has a high significance and after that respectively the dimensions of replication, warranty, sympathy and concretes are in the next ranks. Conclusion: Based on the results, there is a difference between expectations and perceptions of the insured in all dimensions.

Key Words: quality, services quality, SERYOQUAL model, insurance.

 

INTRODUCTION

In today competitive world, providing high-quality services is a necessity for service organizations. In fact, satisfaction of the typical insurance customers is against possible mistakes of the institute. Regarding the considerable weakness of services quality in Iranian organizations whose antitype exist in almost all organizations and due to necessity of attention to this subject, this article aims to evaluate the services quality in one of the most important services organizations (health insurance) which plays an important role in the countries health and economy using SERYOQUAL model.

 

RESEARCH METHOD

The present study is applied in respect of objective and in respect data collecting method is descriptive-survey. The statistical population is the insured people who refer to the counter offices parties of the contract for receiving insurance services. 390 questionnaires were multiplied and distributed among referees. The sampling method is stratified method that the classes were considered both counter offices and referees of insurance funds. For collecting information, the standard questionnaire of SERYOQUAL was used. This toll included 22 pairs of corresponding questions that were prepared based on the 5-option scale of Likert (number 1, quite disagree, number 2, disagree, number 3, not agree nor disagree, number 4, disagree, number 5, quite agree) and contains 5 dimensions of services quality, concretes dimension (questions 1-4), trust dimension (questions 5-9), replication dimension ( questions 10-13), warranty dimension (questions 14-17), sympathy dimension(questions 18-22). Cronbach's alpha coefficient of questions of dimensions of concretes, trust, replication, warranty and sympathy were respectively obtained 0.831, 0.880, 0.911, 0.934 and 0.852 and total Cronbach's alpha coefficient of the questions was 0.881. For data analysis, SPSS version 17 software and for investigating homogeneity of the information, Kolmogorov- Smirnov test were used. Also, for investigating the hypotheses, dual t-test has been used.

Findings: The greatest ratio (37.9%) of the studied people were in below 30 years old group. 45.4% were women and 54.6% men. 32.31% of respondents had diploma, 27.955 associate diploma, 31.54% bachelor's degree and 6.92% of them master's degree and 1.28% of them had doctoral degree. 20% of respondents had government personnel booklet, 6.67% of other classes, 27.44% public insurance and 45.9% rural booklet. In viewpoint of the insured, trust dimension has the highest significance than other dimensions and after that respectively replication, warranty, sympathy and concretes were significant. Using Kolmogorov-Smirnov test, the hypothesis of data normality was investigated. Due to the significance level of all tests being greater than 0.05, it is concluded that data have been distributed normally and they are homogenous. Therefore, parametric tests are used for data analysis. (Table 1)

DISCUSSION AND CONCLUSION

The aim of this study was to evaluate the quality of services provided in counter offices party of the contract of Shiraz City health insurance general office. In the 0.05% error level, the test results indicate that in all dimensions of concretes, trust, replication, warranty and sympathy, expectations and perceptions of the insured have not been coincident. In ranking the dimensions, the component of trust in view of respondents has the greatest significance and after that respectively the dimension of replication, warranty, sympathy and concretes were important. The results obtained from this study ware consistent with the results of studies of Rezaei Golabadi (2007), the results of studies of Akbar Etebarian and Masoud Taleh (2010) and in all of these studies, there is a gap between the customers' expectations and perceptions. The most impoartant factor in creating the gap of services quality between expectations and perceptions is related to concretes and the least gap is related to sympathy. Finally, regarding the insured dissatisfaction of provided services quality, managers of this organization should manage their quality using a dynamic and strategic approach and try for going beyond customers' perception to their expectations and notice quality as a resource for reinforcing and separating their services from other competitors.

 

 

REFERENCES

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