Determinants of Customer Satisfaction in Takaful (Islamic Insurance) Services in Malaysia

Zaida Farhan Mohd Shaladdin, Mohd Zulkifli Mokhtar, Nur Haiza Muhammad Zawawi

Abstract


ABSTRACT

This study investigates the pertinent components of satisfaction variables that could help the Takaful Insurance to identify and prioritise ways to gain customers. The study employed a quantitative research approach by conducting surveys through questionnaires to respondents from two universities in Malaysia. The findings from the research proved that service quality and the role of agents are significant towards the determinants of customer satisfaction in Takaful insurance services. However, the performances of the takaful operators are found to be insignificant to the service quality. In conclusion, takaful operators need to improve and strengthen their service quality and the role of their agents as well. As for the performance of these takaful operators, customers do not rely much on it, and takaful operators should not concentrate much on this factor while offering their services.

Keywords: Takaful; customer satisfaction; service quality; takaful performance; role of agents; Malaysia

ABSTRAK

Kajian ini menyelidik komponen pembolehubah kepuasan pengguna terhadap Insurans Takaful bagi mengenal pasti dan mengutamakan cara untuk mendapatkan pelanggan. Kajian ini menggunakan pendekatan penyelidikan kuantitatif dengan menyebarkan soal selidik kepada responden dari dua universiti di Malaysia. Penemuan kajian ini membuktikan bahawa kualiti perkhidmatan dan peranan ejen adalah penting kepada kepuasan pelanggan dalam perkhidmatan Insurans Takaful. Walaubagaimanapun, prestasi syarikat takaful didapati tidak signifikan kepada kepuasan pelanggan. Kesimpulannya, syarikat takaful perlu meningkatkan kualiti perkhidmatan dan menguatkan lagi peranan agen-agen mereka bagi meningkatkan lagi kepuasan pelanggan mereka. Bagi penunjuk prestasi syarikat takaful ini, kepuasan pelanggan tidak bergantung sangat padanya dan syarikat tidak perlu untuk memberikan penekanan yang lebih dalam memberikan perkhidmatan mereka.

Kata kunci: Takaful; kepuasan pelanggan; kualiti perkhidmatan; prestasi takaful; peranan agen; Malaysia


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