Title:
An
Assessments on Service Quality in Malaysia Insurance Industry
Abstract: The purpose of this
paper is to evaluate customers’ general expectation and perception of
insurers in terms of services offered at the insurance service counter
(ISC). Other than that, this paper also examines the relationship
between the demographic factors and SERVQUAL mean score. The
study utilized the survey approach. The sample consisted of 319
respondents. The result shows huge gap for reliability,
responsiveness and empathy, which reliability shows highest gap between
customers’ perception and expectation. This research illustrates
reliability emerged as the most critical determinant of SERVQUAL
measure for service quality. The other dimensions (tangible,
responsiveness, assurance and empathy) appear important but reliability
dominates. Thus, results of this study underscore the need for
insurance providers to gear customer service and quality improvement
efforts towards components of reliability. The study intends to
promote a better theoretical understanding and recognition of the
complexities to service quality and its measurement. Nowadays,
insurance companies in Malaysia compete each other to be a strong and
good reputation. The challenge for insurance sector in Malaysia remains
the same that is to bring innovative solutions to client while making
them realize the value of those services provided. When clients realize
that quality is something that cannot be compromised, an organization
has to survive in the competitive market while managing high value
service.
Author:
Affiaine
Ahmad and Sharifah Latifah Syed A. Kadir