Open AccessThe Effect of Marketing Strategies on the Performance of Travel Insurance
Author(s) -
Aziam Mustafa,
Malaysia Politeknik Sultan Salahuddin Abdul Aziz Shah
Publication year - 2018
Publication title -
international journal of business and management
Language(s) - English
Resource type - Journals
ISSN - 2590-3721
DOI - 10.26666/rmp.ijbm.2018.5.1
Subject(s) - marketing , business , marketing strategy , marketing mix , product (mathematics) , marketing management , marketing effectiveness , promotion (chess) , return on marketing investment , geometry , mathematics , politics , political science , law
: Travel Insurance is a trade of complexity involving variety of independent components such as hotels, transports, tour operators, travel agents, various governments and private bodies. Hence, the demand for travel insurance is influenced by various factors: economy, institution, society and demographic. The objective of this research is to discern the effect of marketing strategies upon travel insurance services in Malaysia. Organizations own a marketing department that is responsible for the progress of sales volume, development of new products and adequacy of customer satisfaction and maintenance of market share. This department establish marketing strategies to attain the objectives of organization. Thus, the study is attempting to identify the effect of marketing strategies on the efficacy of travel insurance companies. Marketing strategies are referred to the 4Ps: product, place, promotion and price. The study is commenced at Ace Jemeh Insurance Bhd, Tune insurance company, Etiqa Insurance and Takaful Insurance in Shah Alam involving majority of the staff body. The results presented a significant relation between marketing strategical factors (product and sales promotion) and achievement in terms of sales volume, cost management, innovation and creativity and customer satisfaction of travel insurance company