Quality versus productivity in the insurance industry

Važnost uslužnog sektora leži u njegovom sve većem doprinosu BDP-u. Zbog sve veće konkurencije, uslužna poduzeća sve više prate svoju produktivnost kako bi smanjili troškove. S druge strane, paze i na kvalitetu usluge jer je ona nužna za opstanak na tržištu. Kvalitetom usluge, kao ključnim čimbenikom kojim poduzeća ostvaruju konkurentsku prednost, jača se ugled poduzeća, uspostavljaju se dugoročni poslovni odnosi i smanjuje se percipirani rizik za klijente. Odražava se profitabilnost i kontinuirani uspjeh u poslovanju. Istraživanja pokazuju da kvaliteta povećava lojalnost klijenata što posljedično smanjuje troškove marketinga. Ne samo da kvalitetna usluga rezultira lojalnim korisnicima i za poduzeće i za proizvode, već gotovo jamči održivost tvrtke u današnjem različitom i konkurentnom tržištu. Odabranom temom želi se utvrditi odnos produktivnosti i kvalitete usluge u uslužnim poduzećima kao i važnost spomenutih pojmova. U ovom radu na temelju istraživanja literature na temu kvalitete usluge i produktivnosti usluge kreirat će se polustrukturirani intervju koji će se provesti s višim i operativnim menadžerima kako bi se utvrdilo na koji način ulažu u kvalitetu usluge i što unapređuju po pitanju produktivnosti usluge osiguranja. Intervju će sadržavati skup pitanja vezanih uz korištene alate kvalitete i alate za povećanje produktivnosti. Analiza će se provesti na osiguravajućoj industriji jer po istraživanju literature osiguravajuća društva čine sve napore da istodobno povećaju i kvalitetu i produktivnost.The service sector is important because of its increasing contribution to GDP. With increasing competition, service companies are increasingly monitoring their productivity to reduce costs. On the other hand, they also pay attention to the quality of the service because it is necessary for survival in the market. Quality of service, as a key factor for companies to gain a competitive advantage, enhances the reputation of the company, establishes long-term business relationships and reduces perceived risk for customers. Research shows that quality increases customer loyalty, which reduces marketing costs. Not only does quality service result in loyal customers for both the company and the products, it almost guarantees the sustainability of the company in today's diverse and competitive market. This paper seeks to determine the relationship between productivity and quality of service in service companies, as well as the importance of these concepts. In this paper based on the literature research on service quality and service productivity, a semi-structured interview will be created to be conducted with senior and operational managers to determine how they invest in service quality and what they are improving in terms of productive service productivity. The interview will include a set of questions related to the quality tools used and the tools to increase productivity. The analysis will be carried out on the insurance industry because, according to the literature research, insurance companies make every effort to increase both quality and productivity