Determinants customer satisfaction in general insurance services among young adults in Melaka

Lim, Jing Xuan (2019) Determinants customer satisfaction in general insurance services among young adults in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In this new era, insurance become a necessary thing in basic human life. So, the customer satisfaction in insurance services is very important. When the customer satisfaction is higher, it will become the competitive advantages to the insurance company. So, the objective of this research is to determine the factors that affect the customer satisfaction in general insurance services among young adults in Melaka. In order to meet the objective, Pearson correlation analysis had been carried out to test the relationship between customer satisfaction (dependent variable) and service quality, perceived value, corporate image, and role of agent (independent variables). Young adults are being targeted as potential customer of insurance company. The age range of young adults is around 20-35. This research is collect 384 samples for the sample size and used the quantitative method to gather and analysis the data. Moreover, the questionnaire method will be collect for the primary data while references of the study for the secondary data. The results of analysis shows the most influence factor to the customer satisfaction in general insurance services is perceived value, it means the value of the insurance policy is very important that influence the customer satisfaction. In other words, the highest the value of the insurance policy, the highest the customer satisfaction. In conclusion, the results of this study will contributes to the insurance company to improve their services for the purpose of enhance the market share.

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