Correlation between service quality and competitiveness of "Lietuvos draudimas", AB

Konkurencingumo ir paslaugų kokybės sąsajos straipsnyje analizuojamos teoriniu ir praktiniu aspektais. Akcentuojama, kad konkurencingumas gali būti vertinamas pagal skirtingus lygius ir formas. Rengiant straipsnį išanalizuoti ir apibendrinti moksliniai šaltiniai, organizacijos įvertintos taikant konkurencinio profilio analizės ir apklausos metodus. Apklausta 316 Lietuvos draudimo organizacijų klientų iš įvairių šalies regionų ir miestų. Vertinant organizacijas išskirti tiesiogiai ir netiesiogiai konkurencingumui įtakos turintys veiksniai. Vertinti ir paslaugų kokybę lemiantys veiksniai. Nustatytos paslaugų kokybės sąsajos su paslaugas tiekiančių organizacijų konkurencingumu. Tyrimo rezultatai patvirtino hipotezę, kad paslaugas teikiančių organizacijų konkurencingumą labiausiai veikiantis veiksnys – teikiamų paslaugų kokybė.In this paper correlation of competitiveness and service quality are analyzed in theoretical and practical regard. It is emphasized that competitiveness might be evaluated according to different levels and formats. When preparing this paper scientific sources were analyzed and summarized, organizations were evaluated employing the methods of competitive profile analysis and surveying. Total of 316 Lithuanian insurance companies’ clients from various regions and towns of the country were surveyed. During the evaluation of the organizations direct and indirect factors influencing competitiveness were accentuated. Factors determining quality of service were also evaluated. Results of the research confirmed the hypothesis that competitiveness of service providing companies is mostly determined by the factor of service quality. Correlation between service quality and competitiveness of service providing companies was determined. Object of this paper − correlation of quality of services provided by “Lietuvos Draudimas”, AB and company’s competitiveness. Aims of the research – to evaluate the correlation of services provided by “Lietuvos Draudimas”, AB and company’s competitiveness and determine main factors of success. To achieve this aim following steps were suggested: to analyze theoretical concept of competitiveness, it’s levels and formats within the context of correlation with service quality; to determine main factors influencing success of “Lietuvos Draudimas”, AB, and present and analysis of competitive profile according to: factors influencing competitiveness directly; factors influencing competitiveness indirectly; service quality factors influencing competitiveness. The concepts of competition and competitiveness must be differentiated. Competitiveness is the ability to increase market share, profit margin and create added value, however the main task is not to step down to other entities participating in the market and to remain competitive for prolonged period of time. Competitiveness is not limited to one level, they are all interconnected. Competitiveness within international market is determined not by the country itself but rather by the understanding upheld by the sector or the company in a particular country. One of the most important factors encouraging organizations to compete is the quality of goods sold or services provided. Service quality is shaped by two actors – consumer and service provider. Only a company providing qualitative services gains consumer loyalty and acceptance and is victorious in the competitive struggle. “Lietuvos Draudimas”, AB occupies a very powerful competitive position according to following factors, directly influencing competitiveness: market share and quality of personnel. Correlation of quality of services provided by “Lietuvos Draudimas”, AB with company’s competitiveness is evident. The research hypothesis was confirmed – the main factor influencing service providing organizations’ competitiveness is the quality of services provided