Measuring Customer Satisfaction Using Marketing Mix Strategy on Insurance Clients

Abstract

Satisfaction carries themeaning of a customer's assessment of the product or service where the products and services provided meet or do not meet their needs and expectations. This study was meant to test the customer satisfaction among life insurance clients inMalaysia that subscribed to several life insurance providers such as Takaful, Prudential and Great Eastern. Based on convenient samplingmethod data was collected using a self-administered research questionnaire from 163 respondents who have subscribing for family takaful plan. Through the lenses of marketing mix strategy consisting of product, pricing, promotion, people and process, the respondents gave their rating of satisfaction against their takaful operators on items of 5-points Likert Scale items. Data analysis results indicate that all marketing strategies were positively correlated to customer satisfaction and supported all hypotheses. Thus, the study may serve as a reference for future researchers, academics and policy makers that customer satisfaction may also enhanced through several marketing strategies.