Measuring Customer Satisfaction Level at Counter Service, SunLife Malaysia Johor Bahru

Abstract

This article was published, to identify significant effect between factors influencing customer satisfaction, in SunLife Malaysia Johor Bahru. Every business organization's success depends on the satisfaction of their customers. Service quality is well recognized to influence the customer satisfaction. According to the Life Insurance Association Malaysia (LIAM) records, there are increasing numbers of complaints were reported from 2005 until today. Some issues such as poor service, delay in settlement of claims, wrong information, price fixing and lack of professionalism in their work by the agents of insurance companies and many others reasons were reported. Although there are several studies on customer satisfaction has been carried out before, unfortunately there are not many studies were done mainly in counter service for insurance companies in Malaysia. This study aims to measure the level of factors influencing customer satisfaction towards insurance counter service. 400 numbers of participants were chosen to conduct this study consist of existing SunLife Malaysia Johor Bahru customers. Quantitative method was conducted whereby 200 sets of hard copy questionnaires were distributed to the walk-in customers in the service counter. Another 200 sets of Google Form questionnaire were distributed online. However, researcher only received back 230 sets of responded questionnaires which are sufficient number to perform the research. The result shown that there is a significant effect between the 3 construct in counter service practice towards customer satisfaction, whereby Staff has become the highest element (based on the mean score) among the three factors. This study is expected not only to prove the conceptual of counter service practice; but the empirical evidence from the study can be used in order to facilitate more detailed future studies especially in customer service fields. It is also expected to improve understandings of the factor contribute to the customer satisfaction level in the service counter. The result of this study is beneficial to the insurance sectors' counter service mainly in customer service department to enhance more customer satisfaction and loyalty towards the organizations.