Essay Instructions: Dissertation Proposal
Reputation in the UK and China insurance industries.
Statement of problem
In the UK, insurance lies at the bottom of the league table of public trust. Also, insurance companies frequently complain about receiving negative media coverage, Therefore, reputation is becoming a major issue in the UK insurance industry today; it is a key concern of insurance company managers and the industry??s reputation has sunk to an all time low over the last decade.
Loss of reputation arises from a failure to meet stakeholder expectations in respect of performance or behaviors and it is highly infectious. Moreover, it is spreading in two ways, one is that a company upsetting one of its stakeholder groups, i.e. customer, can see the problem affect to other groups very quickly; another way is problem in one company can soon loss the reputation of the whole market, and can even jump by association between Life and General insurance.
This dissertation examines the how the problem has arisen in the UK industry, what are the damages, the lessons to be learnt, and the extent to which the emerging Chinese insurance market might be exposed to a similar problem in the future.
Information sources: business libraries, CII library, Internet, interviews (or questionnaires) with companies operation in both UK and China, questionnaires from consumers in UK and China
The results would be of interest to the Chinese Regulator and companies operating in the Chinese insurance market
Dissertation Structure:
Abridgement
Acknowledgements
Contents
Introduction (chapter 1)
------What is the reputational risk?
------Why are insurers vulnerable?
------How has reputation been destroyed or damaged?
UK insurers (chapter 2)
------State the present condition of the reputation problem in the UK
------The reasons why the industry has a damaged reputation
1) There are many typical cases in the UK market, with an unprecedented combination of company collapses, poor financial performance, broken promises and mis-selling scandals.
2) Lack of reputation leads to lack of customer, which is caused by the natural of the insurance business. Insurance is intangible, complex and poor understood by most customers, particularly retail consumers. The value propositions offered by the insurer are clearly not full appreciated.
------What kind of effort should the industry make?
The industry can be its own worst enemy with too much emphasis focused on price, with little attempt to explain variation in cover, conditions, service or security.
Insurers in China (chapter 3)
------Characteristic of Chinese insurance market.
1) Chinese insurance market is an emerge market with lower GDP. Analysis it in the S curve, which is in the middle of the curve with large potentials.
2) The relationship between company and their stakeholders or owners. (Public, regulators, shareholders, customers, employees??)
------Compare with UK insurance market
1) Insurance has being developed in the UK for more than 100 years. UK insurance market is a mature market with higher GDP, which is shown at the top of the S curve with less potentials.
2) The difference between government regulation in China and UK.
------- The potential for reputational damage
-------What lessons should China learn from UK?
General conclusion (chapter 4)
Potential conclusions might include:
------Insurance companies should return to the basic values of insurance. This includes: conservation of capital, understanding the risk accepted, underwriting for profit, delivering on promise made, and protecting the interests of the customer. They could make improvements in:
1) Business services (make insurance service more understandable)
2) Build up long-term customer relationship
3) Build up long-term business partners?? relationship
------China does not yet have a significant reputation problem in its insurance market. However, some of the conditions that created the problem in the UK are beginning to arise already. Unless the industry learns some of the lessons from the UK market it could easily experience reputational damage in the years to come.
Bibliography
Problem: Get accurate and adequate database of Chinese insurance market.