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Service quality towards customer persistency of life insurance scheme, MAA Assurance Berhad: A case study in Cemerlang Agency, Seremban branch / Anis Sabrina Mohd Sabaruldin

The insurance industry stands poised on the threshold of a new era. With the 1996 Act in place and with the pace of liberalization increasing as the next round of negotiations on General Agreement on Trade in Services ( GATS) commences in mid 1997, it has become vital for the insurers individually a...

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Main Author: Mohd Sabaruldin, Anis Sabrina
Format: Student Project
Language:English
Published: Faculty of Business and Management 2006
Subjects:
Customer services. Customer relations
Personnel management. Employment management
Online Access:https://ir.uitm.edu.my/id/eprint/18972/2/18972.pdf
https://ir.uitm.edu.my/id/eprint/18972/
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spelling my.uitm.ir.189722023-07-26T03:38:07Z https://ir.uitm.edu.my/id/eprint/18972/ Service quality towards customer persistency of life insurance scheme, MAA Assurance Berhad: A case study in Cemerlang Agency, Seremban branch / Anis Sabrina Mohd Sabaruldin Mohd Sabaruldin, Anis Sabrina Customer services. Customer relations Personnel management. Employment management The insurance industry stands poised on the threshold of a new era. With the 1996 Act in place and with the pace of liberalization increasing as the next round of negotiations on General Agreement on Trade in Services ( GATS) commences in mid 1997, it has become vital for the insurers individually and the industry as a whole to map out an appropriate master plan to help chart its future direction. With the combined commitment and efforts of all involved, Bank Negara Malaysia (BNM), the insurers, the trade associations, the insurance brokers, adjusters and agents, and the customers too, the insurance industry can look to a bright future on the back of sustained strong economy and favorable prospects in the emerging markets around the region. Therefore, it is equivalent to this research in order to precisely study the service quality needed in insurance business, in this case of Cemerlang Agency, MAA Assurance Berhad. This study was to focus on the goal of improving and maintaining the service quality of Cemerlang Agency. Furthermore, it is to find out the level of efficiency towards customer service and how far customers are satisfied with the service provided by Cemerlang Agency, MAA Assurance. This study was based on the topic of customer's persistency rate, customer service, customer satisfaction, and dimensionality of service quality, which are taken from various journals of marketing, services, retailing, marketing research, insurance services and the Internet. The scope of study involves 100 respondents, which were randomly selected in Seremban. The questionnaires distributed were modified from the SERVQUAL instrument, and consists of 32 items rated on a 5-point Likert scale. All data were analyzed by using frequency analysis, descriptive statistics and Cross Tabulation. The results indicated that overall the customers were satisfied by the service quality of Cemerlang Agency, but there are certain areas that need improvisation and adjustments. Several recommendations were suggested to help Cemerlang Agency give better service quality and increase their customer's persistency rate. Faculty of Business and Management 2006 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/18972/2/18972.pdf Service quality towards customer persistency of life insurance scheme, MAA Assurance Berhad: A case study in Cemerlang Agency, Seremban branch / Anis Sabrina Mohd Sabaruldin. (2006) [Student Project] <http://terminalib.uitm.edu.my/18972.pdf> (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Customer services. Customer relations
Personnel management. Employment management
spellingShingle Customer services. Customer relations
Personnel management. Employment management
Mohd Sabaruldin, Anis Sabrina
Service quality towards customer persistency of life insurance scheme, MAA Assurance Berhad: A case study in Cemerlang Agency, Seremban branch / Anis Sabrina Mohd Sabaruldin
description The insurance industry stands poised on the threshold of a new era. With the 1996 Act in place and with the pace of liberalization increasing as the next round of negotiations on General Agreement on Trade in Services ( GATS) commences in mid 1997, it has become vital for the insurers individually and the industry as a whole to map out an appropriate master plan to help chart its future direction. With the combined commitment and efforts of all involved, Bank Negara Malaysia (BNM), the insurers, the trade associations, the insurance brokers, adjusters and agents, and the customers too, the insurance industry can look to a bright future on the back of sustained strong economy and favorable prospects in the emerging markets around the region. Therefore, it is equivalent to this research in order to precisely study the service quality needed in insurance business, in this case of Cemerlang Agency, MAA Assurance Berhad. This study was to focus on the goal of improving and maintaining the service quality of Cemerlang Agency. Furthermore, it is to find out the level of efficiency towards customer service and how far customers are satisfied with the service provided by Cemerlang Agency, MAA Assurance. This study was based on the topic of customer's persistency rate, customer service, customer satisfaction, and dimensionality of service quality, which are taken from various journals of marketing, services, retailing, marketing research, insurance services and the Internet. The scope of study involves 100 respondents, which were randomly selected in Seremban. The questionnaires distributed were modified from the SERVQUAL instrument, and consists of 32 items rated on a 5-point Likert scale. All data were analyzed by using frequency analysis, descriptive statistics and Cross Tabulation. The results indicated that overall the customers were satisfied by the service quality of Cemerlang Agency, but there are certain areas that need improvisation and adjustments. Several recommendations were suggested to help Cemerlang Agency give better service quality and increase their customer's persistency rate.
format Student Project
author Mohd Sabaruldin, Anis Sabrina
author_facet Mohd Sabaruldin, Anis Sabrina
author_sort Mohd Sabaruldin, Anis Sabrina
title Service quality towards customer persistency of life insurance scheme, MAA Assurance Berhad: A case study in Cemerlang Agency, Seremban branch / Anis Sabrina Mohd Sabaruldin
title_short Service quality towards customer persistency of life insurance scheme, MAA Assurance Berhad: A case study in Cemerlang Agency, Seremban branch / Anis Sabrina Mohd Sabaruldin
title_full Service quality towards customer persistency of life insurance scheme, MAA Assurance Berhad: A case study in Cemerlang Agency, Seremban branch / Anis Sabrina Mohd Sabaruldin
title_fullStr Service quality towards customer persistency of life insurance scheme, MAA Assurance Berhad: A case study in Cemerlang Agency, Seremban branch / Anis Sabrina Mohd Sabaruldin
title_full_unstemmed Service quality towards customer persistency of life insurance scheme, MAA Assurance Berhad: A case study in Cemerlang Agency, Seremban branch / Anis Sabrina Mohd Sabaruldin
title_sort service quality towards customer persistency of life insurance scheme, maa assurance berhad: a case study in cemerlang agency, seremban branch / anis sabrina mohd sabaruldin
publisher Faculty of Business and Management
publishDate 2006
url https://ir.uitm.edu.my/id/eprint/18972/2/18972.pdf
https://ir.uitm.edu.my/id/eprint/18972/
_version_ 1772815485866344448
score 13.211869

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