ISSN: 2222-6990
Open access
This article was published, to identify significant effect between factors influencing customer satisfaction, in SunLife Malaysia Johor Bahru. Every business organization’s success depends on the satisfaction of their customers. Service quality is well recognized to influence the customer satisfaction. According to the Life Insurance Association Malaysia (LIAM) records, there are increasing numbers of complaints were reported from 2005 until today. Some issues such as poor service, delay in settlement of claims, wrong information, price fixing and lack of professionalism in their work by the agents of insurance companies and many others reasons were reported. Although there are several studies on customer satisfaction has been carried out before, unfortunately there are not many studies were done mainly in counter service for insurance companies in Malaysia. This study aims to measure the level of factors influencing customer satisfaction towards insurance counter service. 400 numbers of participants were chosen to conduct this study consist of existing SunLife Malaysia Johor Bahru customers. Quantitative method was conducted whereby 200 sets of hard copy questionnaires were distributed to the walk-in customers in the service counter. Another 200 sets of Google Form questionnaire were distributed online. However, researcher only received back 230 sets of responded questionnaires which are sufficient number to perform the research. The result shown that there is a significant effect between the 3 construct in counter service practice towards customer satisfaction, whereby Staff has become the highest element (based on the mean score) among the three factors. This study is expected not only to prove the conceptual of counter service practice; but the empirical evidence from the study can be used in order to facilitate more detailed future studies especially in customer service fields. It is also expected to improve understandings of the factor contribute to the customer satisfaction level in the service counter. The result of this study is beneficial to the insurance sectors’ counter service mainly in customer service department to enhance more customer satisfaction and loyalty towards the organizations.
Awan, H. M., Bukhari, K. S., & Iqbal, A. (2011). Service quality and customer satisfaction in the banking sector. Journal of Islamic Marketing.
Babakus, E., Cravens, D. W., Johnston, M., & Moncrief, W. C. (1999). The role of emotional exhaustion in sales force attitude and behavior relationships. Journal of the Academy of Marketing Science, 27(1), 58-70.
Boshoff, C., & Allen, J. (2000). The influence of selected antecedents on frontline staff’s perceptions of service recovery performance. International Journal of Service Industry Management.
Brody, S. D., Highfield, W. E., Wilson, M., Lindell, M. K., & Blessing, R. (2017). Understanding the motivations of coastal residents to voluntarily purchase federal flood insurance. Journal of Risk Research, 20(6), 760-775.
Butt, M. M., & Aftab, M. (2013). Incorporating attitude towards Halal banking in an integrated service quality, satisfaction, trust and loyalty model in online Islamic banking context. International Journal of Bank Marketing.
Chong, W. J., Eng, E. A., Ong, J. J., Ngu, J. Y., & Soon, Y. M. (2017). What Drive the Second Purchase of Malaysia Insurance Consumers (Doctoral dissertation, UTAR).
Douglas, J., Douglas, A., & Barnes, B. (2006). Measuring student satisfaction at a UK university. Quality
assurance in education.
Freeman, R. E., & Phillips, R. A. (2002). Stakeholder theory: A libertarian defense. Business ethics quarterly, 12(3), 331-349.
Hair, J. F., Black, W. C., & Babin, A. (2010). RE and Tatham, RL (2006), Multivariate Data Analysis.
Jabnoun, N., & Al?Tamimi, H. A. H. (2003). Measuring perceived service quality at UAE commercial banks. International Journal of Quality & Reliability Management.
Kochma?ska, A., & Tokar, J. (2019). The development centre method as a tool for assessing the competences of the management staff. Zeszyty Naukowe. Organizacja i Zarz?dzanie/Politechnika ?l?ska
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement, 30(3), 607-610.
Kumar, M., Kee, F. T., & Manshor, A. T. (2009). Determining the relative importance of critical factors in delivering service quality of banks. Managing Service Quality: An International Journal.
Liao, H. (2007). Do it right this time: The role of employee service recovery performance in customer-
perceived justice and customer loyalty after service failures. Journal of applied psychology, 92(2), 475.
Lin, L. Y., & Chen, C. S. (2006). The influence of the country?of?origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of consumer marketing.
Ooi, K. B., Lin, B., Tan, B. I., & Chong, A. Y. L. (2011). Are TQM practices supporting customer satisfaction and service quality?. Journal of Services Marketing.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
Piaralal, S. K., Bhatti, M. A., Piaralal, N. K., & Juhari, A. S. (2016). Factors affecting service recovery performance and customer service employees. International Journal of Productivity and Performance Management.
Rambeli, N. B., Ramli, E. B. H., Mahdinezhad, M., Jalil, N. B. A., Hashim, A., & Bakri, S. B. M. (2018). Issues in Insurance Expenses among the Lowest Income Households in Malaysia: Validity and Reliability Analyses. International Journal of Academic Research in Business and Social Sciences, 8(10).
Sit, W. Y., Ooi, K. B., Lin, B., & Chong, A. Y. L. (2009). TQM and customer satisfaction in Malaysia's service sector. Industrial Management & Data Systems.
Srivastava, M., & Rai, A. K. (2013). Investigating the mediating effect of customer satisfaction in the service quality-customer loyalty relationship. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 26(3), 95-109.
Xu, Q., Jiao, R. J., Yang, X., Helander, M., Khalid, H. M., & Opperud, A. (2009). An analytical Kano model for customer need analysis. Design studies, 30(1), 87-110.
Yunus, N. S. N. M., Bojei, J., & Rashid, W. E. W. (2013). Service Quality towards Customer Loyalty in Malaysia's Domestic Low Cost Airline Services. International Journal of e-Education, e-Business, e-Management and e-Learning, 3(4), 333.
In-Text Citation: (Rosli et al., 2021)
To Cite this Article: Rosli, S., Kelana, B. W. Y., & Chuin, T. P. (2021). Measuring Customer Satisfaction Level at Counter Service, SunLife Malaysia Johor Bahru. International Journal of Academic Research in Business and Social Sciences, 11(2), 596–603.
Copyright: © 2021 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode