Customer Satisfaction with Service Delivery in the Life Insurance Industry: An Empirical Study

Norazah Mohd Suki

Abstract


ABSTRACT

Consumers purchase life insurance for financial security during times of hardship. The present research examines the effects of service quality on customer satisfaction with service delivery in the life insurance industry. A quantitative research method is used to achieve the research objective. One hundred completed and usable self-administered surveys were received from respondents located in the Federal Territory of Labuan, Malaysia that have had a life insurance policy with an insurance company in Malaysia. The empirical results of the multiple regression analysis divulge that assurance, tangibility and empathy have a positive and significant relationship with customer satisfaction with service delivery in the life insurance industry. Customers are satisfied with the way the services are delivered. High levels of skill and experience among employees of a life insurance company and the dedication of agents provide customer confidence. Customer satisfaction is strengthened when agents possess outstanding communication skills and the customer is served in a pleasant atmosphere endowed with appealing physical facilities. As a result, customers are given individualized attention because the staffs understand the specific needs of their customers. Suggestions for future research are also proposed.

Keywords: Customer satisfaction; Service delivery; Life insurance industry

ABSTRAK

Pengguna membeli insurans hayat untuk persiapan kewangan di masa kesusahan. Kajian ini bertujuan untuk mengkaji kesan kualiti perkhidmatan ke atas kepuasan pelanggan terhadap penyampaian perkhidmatan dalam industri insurans hayat. Satu penyelidikan kuantitatif telah dijalankan untuk mencapai objektif kajian. Seratus kaji selidik yang lengkap telah diterima daripada orang awam di Wilayah Persekutuan Labuan, Malaysia yang telah mempunyai polisi insurans hayat dengan mana-mana syarikat insurans di Malaysia. Keputusan empirikal melalui analisis regresi berganda mendedahkan bahawa jaminan, tangibiliti, dan empati mempunyai hubungan yang positif dan signifikan terhadap kepuasan pelanggan terhadap penyampaian perkhidmatan dalam industri insurans hayat. Pelanggan berpuas hati dengan cara perkhidmatan disampaikan. Kakitangan syarikat insurans hayat yang sangat mahir dan berpengalaman berjaya memberikan keyakinan kepada pelanggan. Ini diperkukuhkan lagi apabila mereka mempunyai kemahiran komunikasi yang cemerlang dan berkhidmat kepada pelanggan dalam suasana yang menyenangkan dan menggunakan kemudahan fizikal yang menarik. Malah, pelanggan diberi perhatian secara individu kerana kakitangan syarikat insurans hayat memahami keperluan khusus pelanggan mereka. Haluan untuk penyelidikan masa depan turut dicadangkan

Kata kunci: Kepuasan pelanggan; Penyediaan perkhidmatan; Industri insurans nyawa


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