QUALITY OF SERVICES IN VOLUNTARY HEALTH INSURANCE

Background. In a crisis of national health care system health insurance opportunities involvement to solve problems of providing citizens with adequate medical care is of particular importance. For sustainable development of the insurance business, especially in today's difficult financial environment, a prerequisite is the creation of an effective health insurance market infrastructure. Analysis of recent research and publications. The principles schemes of total quality management were designed by renowned scholars in the field of management, which became the basis to analyze the quality of insurance services in general, and voluntary health insurance services in particular. However, in this area in recent years a number of issues that require further research has accumulated, which is why the aim of this article is to study the main factors influencing the improvement of quality of national health insurance market service. Results. Voluntary medical insurance is one of the segments of the insurance market in Ukraine that is actively developing. Its main objective is to provide quality insurance services. It necessitates the use of a modern tool to enhance the competitiveness of services ? quality management. The insurance services quality is directly affected by a number of external and internal factors, among which the author identifies some elements of voluntary health insurance market infrastructure, as well as individual business processes. Conclusion. The result of the research is the identification of the main levers and their impact on improving the quality of services of the health insurance market and the need to develop a new management philosophy to promote the equivalent interests of all subjects of insurance process that will allow domestic insurers to reach a new level of quality service.