The determinants of the customer's satisfaction towards Amassurance Berhad Sungai Petani / Fatimah Mohamed Tajuddin

In Malaysia, there are a lot of insurance companies that provide various products for the customers. Change to the customers lifestyles, improved living standard and the diversification of product requirement make the people need some covering for their future life if had some accidental situation happen. So this research is to collect the information about the customer's satisfaction towards the Amassurance company. So the Amassurance Berhad can take the action and respond with the desires of the customers and make them satisfied regarding to the products and services.

The result of the research was obtained through the analysis and data interpretation, observation and personal interview conducted. According to the analysis, the services, products and image in Amassurance Berhad Sungai Petani was contributed to the customer's satisfaction. By this study, the company has to make the customers satisfy towards that company. It is not the easy task to increase the customer's satisfaction and reduce the customer's retention but still Amassurance Berhad give the good performance to fulfill the customer's needs and wants.