Open AccessInfluence of Marketing Mix Strategy in Insurance Business: The Case of Kota Bharu
Author(s) -
Muhamad Saufi Che Rusuli,
R. Ruwaida,
M. Noraani,
Josu Takala,
Mohammad Nizamuddin
Publication year - 2019
Publication title -
research in world economy
Language(s) - English
Resource type - Journals
eISSN - 1923-399X
pISSN - 1923-3981
DOI - 10.5430/rwe.v10n2p88
Subject(s) - business , marketing , promotion (chess) , customer satisfaction , population , product (mathematics) , business administration , mathematics , medicine , geometry , environmental health , politics , political science , law
Malaysia has experience a low penetration for Takaful business despite many growing operators in insurance industry. After 25 years in operation, it is time that Takaful industry is evaluated in terms of its performance. This study provides better understanding on Takaful customer satisfaction in a case of Kota Bharu. Population of this study are customers who have subscribing family Takaful plans in selected Takaful operator at least one years’ experience based on convenience sampling method. A total of 196 questionnaires were distributed and 163 questionnaires were returned. Therefore, this study revealed that the Product, Pricing, Promotion, People and Process towards Takaful operator were positively influence customer satisfaction. Finally, the study found that the Process indicates as the most critical factor that influences customer satisfaction toward Takaful Operator.