Open AccessSERVICE CONTINUANCE INTENTION IN THE HEALTH INSURANCE SETTING: A PLS-SEM APPROACH
Author(s) -
Mazida Ahmad
Publication year - 2019
Publication title -
pakistan journal of humanities and social sciences research
Language(s) - English
Resource type - Journals
eISSN - 2663-922X
pISSN - 2663-9211
DOI - 10.37605/pjhssr.2.1.7
Subject(s) - continuance , service quality , business , customer satisfaction , marketing , service (business) , context (archaeology) , database transaction , psychology , social psychology , computer science , database , paleontology , biology
This study aimed to access service continuance intention and the mediating role of customer satisfaction in between the service quality, perceived price, and perceived value towards the service continuance intention of the health insurance customers in the context of Malaysia. Data were collected from international university students. Simple random sampling technique was used to collect the data from the 264 respondents. PLS-SEM technique was employed to test the model and proposed hypotheses. Findings of this study discovered that all three factors (service quality, perceived price, and perceived value) significantly affect customer satisfaction and service continuance intention. Moreover, this study demonstrated that customer satisfaction plays a significant positive role to mediate the relationship between the service quality, perceived price, and perceived value toward the service continuance intention. The findings of this research advocates that health insurance firms operating in Malaysia should focus to enhance the service quality, offer competitive price, and deliver the best value to the customer which significantly improve customer satisfaction. Consequently, customer satisfaction triggers the customer toward continues business transaction with the same insurance firm.