Toplam kalite yönetiminde müşteri odaklılık ve sigorta sektöründe uygulama
Costumer focusedness in total quality management and application in insurance sector
- Tez No: 74093
- Danışmanlar: DOÇ. DR. ŞAHAMET BÜLBÜL
- Tez Türü: Yüksek Lisans
- Konular: Sigortacılık, İşletme, Insurance, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1998
- Dil: Türkçe
- Üniversite: Marmara Üniversitesi
- Enstitü: Bankacılık ve Sigortacılık Enstitüsü
- Ana Bilim Dalı: Sigortacılık Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 151
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Özet (Çeviri)
SUMMARYCUSTOMER-FOCUSEDNESS IN TOTAL QUALITY MANAGEMENT AND APPLICATION IN INSURANCE SECTOR Recenctly in Turkey, many service establishments, including those in me insurance sector are trying to realize their understanding and applications of their Total Quality Management by obtaining quality standards. In order for the Total Quality Management to be applied, it is necessary to place the international systems of quality guarantee that may be adapted and applied to each sector.1. CUSTOMER-SERVICE AND SERVICE QUALITY 1.1. CONCEPT OF CUSTOMER In the customer-focused understanding, the concept of customer is divided into two as domestic customers and foreign customers. Outside customers are those who have the highest benefit of a product or service provided that it is of good quality. Inside customers are the employees of the establishment. Employees are the customers of each others as well as must.be the persons who can perceive and deem important the trends of those outsiders and have the power of developing and affecting relations.,v1.2. ROLE OF CUSTOMER IN INSURANCE Today, customers are managing to be freed from any imposed structures, and starting to direct their claims themselves. Customers exhibit affirmative or negative attitudes against various images. In our country, people show negative responses and attitudes towards insurance. For development of underwriting and a good image in the eyes of customers, the recent years' understanding of customer-focused quality service and also the application of quality guaranteee systmes are necessary solutions.1.3. EXPECTATIONS AND SATISFACTION OF CUSTOMERS Customer satisfaction is concerned to such an extent whether or not those goods or services satisfy his/her expectation. If his/her expectations are more than his/her perceiption of those merchandise, so if those merchandise did not meet his/her expectations, it means a dissatisfaction. But, if his/her expectations are less than his/her perceiption of those merchandise, so if those merchandise meet his/her expectations, it means a customer satisfaction. Expectations of the customers who are interested in underwriting services are as follows provided that those services are of good quality. - A buyer wants to be insured against general risks and important risks that may occur very rarely; - Customers desire that their premiums are to be proportional to the risks undertaken by the underwriters; - Customers want to be exempt from all unnecessary and undesired safeguards; - Customers also want to avoid excessive and unnecessary safeguard; - Customers want their complaints to be handled seriously, kindly and as soon as possible; - Customers want to know obviously what insurance policy includes; - Customers want no changes in the existing contract without giving notice; - Customers want to cooperate with the underwriters who give more importance to their satisfaction.1.4. SERVICE AND CLASSIFICATION THEREOF Service is a total of the abstract activities that will meet the needs of the humans and will create benefices and satieties. Service (in a industrial comprehension) is a total of the abstract activities that are supplied to the market at a certain price, that necessitate no possession of goods, and that will create benefices and satieties. We can separate up the service sector into four main groups such as distribution services, production services, social services and personal services. Underwriting is in the production services category among them. Underwriting is an abstract service and serves substatial goods. It provides some benefices untouchable and sellable independently..1.5. SERVICE SECTOR AND INSURANCE PRODUCT Principal service of the insurance companies is to give guaranty against any risk. Each insurance company insures a normal object and a risk in the same way. Unless a service other than its couverage is expected from the company, the only competition among the insurance companies refers their prices. Their policy of pricing is their only arm. Once the secondary services are developed, there will be other arms in the field of competition. Each insurance company that wants to free itself from price competition is obliged to develop its secondary services. Insurance products are financial services, and insurance agency is within a financial product industry. Accordingly, the characteristics of a insurance product are as follows: - Insurance products and non-material; - Production and consumption occur generally at the same time and place; - Services are provisional as of in nature; - Production quality is subjective; - Communication role is important; - Differences in services determine the quality and content of the relation between producer and customer; - Product differentiation is difficult. ^1.6. WHY AND HOW TO IINCREASE SERVICE QUALITY? Increasing service quality in the insurance sector will give three main advantages to the establishments. The first is productivity. Although it requires very excessive investment at the beginning, an increase in service quality will be able to increase productivity. In accordance with the common indications, higher quality service means lower cost in the long term. The second main advantage is a developed human resource owned by the establishments in a certain period. It is obvious that an establishment rendering a better service will make the best efforts to keep more competent employees. The third is the firm's being different. Even if high quality service increases costs for a certain period, it creates more dependence for customers. Especially, insurance services can easily be taken by the competitors as a model, competition will be on quality of the given services. Additionally, various researches show that affirmative thoughts created by advertisements on potential customers are weaker than affirmative thoughts provided by service quality. The most important factor to increase service quality is to measure the current service quality and to observe any changes. The second one is to form service standards. The third is to create a quality culture within the establishment, which is one of trivets of total quality management understanding. The last important factor is to manage customers' expectations. This last factor is of much importance especially in respect of insurance agencies. Once service quality is defined as to meet customers' expectations, customers' expectations must be directed, managed and satisfied by the establishments.2. TOTAL QUALITY MANAGEMENT 2.1. DEFINITIONS OF QUALITY CONCEPT Many definitions for quality can be made as follows: - Quality is total of the capabilities of a product or service to meet any given or possible needs; - Quality is a measure. It forms solutions before occurrence of problems. It adds superiority and perfection to nature of products and services via designs; - Quality is customers' satisfaction. It is a satisfaction under the last decision about how much good product and service are; - Quality is productivity. It is obtained from the personnel who were well trained and supported by materials-instruments and instructions needed by them; - Quality is elasticity. It is to venture to change in order to meet demands, and thus, to be volunter and ready for this; - Quality is to be effective. It is to fulfil affairs and works rapidly and correctly; - Quality is optimization; - Quality is to comply with a program and to perform works in time; - Quality is a process that contains a continual development; - Quality is an investment. In long-term, doing a job correctly at the first time is cheaper than correcting mistakes later on. - Quality is a systematic approach to the understanding of perfection. Total Quality Concept is the handling and development of management, personnel, performance, product and service qualities by ensuring the participation, targets and ideas of all employees under a systematic approach. Accordingly, Total Quality Management is a general management philosophy. It can be adapted for a particular medium and applied in various ways. Total Quality Management is consisted of four main elements: Human, Continuous Development, Process and Customer. Human. The target is to ensure obtaining optimal results from a team work. It is based on the training focused on communication skills, interaction stills and effectively meeting skills. Such a training ensures that humans willcontribute to continuous development of processes by taking an important play in group activities, notwithstanding, more advanced training leads employees to an advanced team-work. Continuous Development. In order to find main causes of the problems, employees are taught to collect information that will help taking proper decisions by asking the question“Why?”five times. Continuous development forms main principle of quality: Plan, Apply, Control, Continue or Change. Repeating this cycle is the interminable seeking of perfection. Standardization is the process of determining standard operation mode by utilizing the documentation of the successful applications and using training. Process. Process of Solving Problems and Process of Developing Quality provide main instruments and a common language necessary for continuous development. Customer. First focus of Total Quality Management is customers and their satisfaction.10 2.2. DIFFERENT APPROACHES TO QUALITY CONCEPT FROM THE PAST TO TODAY In quality development, there existed“operator”and“inspector quality control”from the beginning of 1900s to 1940s, and later, the methods of“quality control based on inspection”and“statistical control control”during the same period, development of“quality control standards”in 1940s and 1950s, and the efforts to create and apply“total quality system”in organizations after 1960s. In 1970s,“total quality management”was reached by means of“Quality systems”and“quality systems”and“paritcipative quality control”, and thus, in 1980s, quality won a new meaning and importance, and“quality conscience”took place in each process that organizations are interested in from product design by computer supporting programs to production. Within these processes, Phil, B.Crosby alleged that more than 80% of the errors in the system were caused from management, 20% caused from employees. Dr.J.MJuran became famous for his quality management concept. According to Dr. William Edwards Deming, customer must enjoy product; therefore, suppliers must develop products and/or services and try not to lose their competition powers. Prof.Dr.Kaoru Ishakawn played an important role in developing quality control circles and quality control activities in Japan. Dr. Armond V.Feigenbaum, former production and quality processes manager in General Electric and father of total quality control concept, made a very important contribution into the world quality efforts by widenning quality responsibility. Masaaki Imai became famous for his concept Xaizen1 that means a continuous development in respect of Total Quality Management. Importance of the Kaizen strategy is the fact that management perceives that it must make efforts to satisfy customers and that it must meet customers' requirements if it aims at making profit. According to Kaizen, it is accepted that all activities and operations will increase customers satisfaction sooner or later.11 2.3. ELEMENTS OF TOTAL QUALITY MANAGEMENT Main condition of surviving for the firms in today's intensive competition is shortly a application of a customer-focused management strategy. Because“consumer-weighted”approaches in the froms of caring for quality and considering quality. Therefore, the element of customer-focusedness in Total Quality Management is explained with the principle“quality is defined by customer”. With respect to Total Quality management, continuous reforming quality and productivity is under the responsibility and leadership of the superiors. Additionally, the responsibilities of leadership are listed below: - To create a shared duty understanding and vision; - To design and direct an interactive organization; - To manage interaction among humans; - To direct humans; - To create a learning organization; - To attack any possible confusion to solve problems; - To design and discuss on a introductive strategy after a certain stage. In the understanding of participative management where maximum responsibility and authority be given to employees, some important reforms were observed for productivity, attendance to job and product quality.12 2.4. WHAT TOTAL QUALITY MANAGEMENT BRINGS Total quality Management has some advantages that combine into a whole and are affect each other. First, they are a discrease in costs and an increase in sales. Accordingly, under some contributions into organization's general financial position and competition power, organizational effectiveness is increasing. Organizational effectiveness is to provide valuation cost, in-production default costs and out-of-production default costs. Thus, the provision of these increases quality of work-life and morals of employees, and creates an important share in the market and a power to compete. All cause productivity. Productivity means a rational life style that aims at realizing the correct works correctly and economically. Productivity is: - Affirmative changes in products obtained by consumed sources; - A developmental thought or a thought aiming at continuous development for everything and especially human; - A thought defending that“Today must be better than yesterday, tomorrow must be better that today”; - Adaption of economic and social life to continuously changing conditions; - To ensure human development.13 3. QUALITY WARRANTY SYSTEM AND ISO 9000 STANDARDS 3.1. CONCEPT OF QUALITY WARRANTY SYSTEM Quality warrant is to integrate all business management functions for the same purpose in order to meet wholly and correctly customers' needs. Quality warranty is an operation towards the system. Quality warrant system guarantees supplying faultless products and services thanks to the process control.14 3.2. ISO 9000 CONCEPT In simple words, ISO 9000 is a set of comprehensive standards instituted for ensuring quality in product and service industries. ISO 9000 serice requires from a firm to improve, document its quality system and maintain it working. In other words, with a firm structure, it covers all practices of quality management from the responsibilities of the management for the practise of quality inspection to purchasing policies and training programs. The constituents of ISO 9000 Standards series define five concepts concerning quality (Quality Policy, Quality Management, Quality Control and Quality Assurance). ISO 9001: It is a Quality Assurance Standard for the concerned firms that comprise all the stages of production from the designing and development of the product to production, setting up of product and commissioning to service. The producers of computers, automobile, and various equipment, and banks and insurance companies are the examples to that type of firms. This standard contract can be used especially the production involves a preceding designing process and if the product is heavily defined in terms of its performance. ISO 9002: It is a quality assurance standard for the firms that are involved in the production at a product that requires a single and long or many production processes. In other words, it is more for the operations and processes. The product can be tangible or intangible like a software, a design or an insurance policy. Providing a service, an operation like the installation and commissioning of a production system can be considered like providing a product. In other words, when meeting standards is in question,“product”and“service”are terms that are replaceable with each other.15 4. ISO 9000 IN THE INSURANCE SECTOR 4.1. ISO 9001 IN INSURANCE Below given are the guidelines that should be taken by the insurance firms that intend to apply for ISO 9001 Quality System service/product: - To manage the social affairs included in the scope of insurance service; - To recognize human relations as an important element of the service quality in insurance; - To recognize the importance of the way the customer sees the scope of business in terms of culture and productivity; - To improve the experience and efficiency of the underwriters; - To motivate the personnel in order to increase the quality and meet the demands of the customers. After all these, in order to be able to be granted with ISO 9001 Quality Assurance Document, the products of insurance must be designed, the existing products must be improved, new products must be developed, policies must be drawn and offered to the customers in a manner of quality as described in ISO 9001. Before the insurance firm gets its ISO 9001 Document, it must hav eplanned its processes and prepare its quality manuals, documents and procedures at the time of preparations. In the quality manual must contain the explanations of all ISO 9001 provisions as tailored to the nature of the firm. In spite of the fact that each firm can translate them into a new format, the content of it must represent a true picture of policies and practices of the firm. Moreover, the insurance firm must well define the qoals of the firm and the quality policies that will meet the expectations and needs of customers. They must be printed in a short but clear manner and be made available to all customers.16 4.2. CONTENTS OF ISO 9001 NORMS FOR INSURANCE ISO 9001 norms are as follows:. Quality Management System - Management Responsibility - Quality System Principles - Quality Documentation - Corrective Activities - Auditing of Quality System. To Meet Customers' Requirements - Quality and Contract Control in Marketing. Controlling of Internal Factors - Design Control and Quality - Material Control and Monitering - Process Control and Production Quality - Improper Material and Product - Personnel (Training). Controlling of External Factors - Quality in Purchasing - Product Supplyed by Buyer. Indication of Properness - Verifying of Product - Control of Measurement and Experiment Equipments - Control of Reliability - Quality Records - Usage of Statistical Methods. Maintenance of Product and Service Quality - Post-transport and -Production Functions. After Sales Service - After Sales Service r^*'17 4.3. QUALITY MANAGEMENT SYSTEM INSPECTION Quality Inspection is a systematic and independent examination whother or not quality-corcerned activities and results are in compliance with the planned arrangements; these arrangements are effectively applied. Inspection is consisted of the stages of Planning, Preparing, Realizing and Reporting. At the stage of Planning/Prepering, inspection timing is prepared, and a official or team appointed. In order for such an inspection to realize, four steps are necessary: an opening meeting, beginning and conclusion of inspection, consideration of findings, presence of indings. Consequently, total quality applications may let the insurance sector reach the century 21 thanks to productive efforts and works, customer-focused service and quality culture, employee-based satisfaction and continuous changable, renewable and developing management understanding.
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