Customer’s satisfaction towards service quality of life insurance products at MCIS Zurich in Melaka Branch / Siti Nur Syuhada Mustapa

Nowadays, life insurance products are the most popular product offered by the insurance company. There have a lot of the insurance company who selling life insurance products and there has the intense competition between them. The purpose for this study is to study the customer’s satisfaction towards the service quality of life insurance products in MCIS Zurich. This study focuses on the most effective service quality dimensions in implement the satisfaction of the customers on service quality in MCIS Zurich Melaka. Five dimensions in service quality which consist of assurance, tangible, reliability, empathy and responsiveness play crucial to measure the level of customer satisfaction especially in MCIS Zurich. Exploratory research has been adopted for this research. Questionnaires, interview and other secondary data including journals, internet and articles are used for the data collection. 50 copies of questionnaire was distributed to the respondents who are the customers that buying a life insurance products with MCIS Zurich. The sampling technique used was simple random sampling. Descriptive statistics have been used to interpret the data to produce reliability test, frequency analysis, regression analysis and correlation analysis. Based on those statistics, a clear findings and result is observed. The finding shows that most of the customers are satisfied with the service provided to them and service quality dimension seems to have influence with customer satisfaction. Recommendations and suggestion are put on how to improve and increase customer’s satisfaction on the service provided by MCIS Zurich.