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You searched Library Catalogue - Subject: Teleshopping Malaysia
Call Number (WOU) SP CEMBA 2018 86
Author Tan, Loo Beng
Title A study on emerging online purchasing: an empirical assessment on Northern Malaysia insurance purchasers. / Tan Loo Beng.
Abstract E-commerce or online transaction is getting importance around the world and there is emerging trend that shapes the insurance industry in Malaysia. The prevalence of conveniences will beneficial for online shoppers amongst the Millennials generation. It helps to raise the interest of insurance service providers on how it can focus on this opportunity and help the consumers in their daily life now. Therefore, the aim of this study is to investigate the determinants of customer satisfaction with the service quality aspects and mediated by purchase intention of online insurance policies. The scope of study is Malaysia insurance purchasers. The objective is to study the relationship of service quality dimensions characterised by Reliability, Responsiveness, Assurance, Reputation and Empathy towards Customer Satisfaction and whether the impact is being mediated by online purchasing intention. Convenience sampling was carried out on potential insurance purchasers from Northern Malaysia. Data are collected through online questionnaire. Responses from 93 samples collected with 75% yield. Quantitative analysis is used to test overall statistical relationship at 5% significant level with SPSS software. Findings from the study revealed that all dimensions of service quality that proposed in the model has significant with customer satisfaction which at significant level of 5%. Responsiveness and Empathy positively influence on customer satisfaction. Finding also revealed that purchase intention of online insurance partially mediates the effect of service dimension on customer satisfaction. This infers that insurance service providers should relate the impact of online purchasing infrastructure besides traditional service dimensions if there is need to improve customer satisfaction. From the statistical significant predictive model, service dimension empathy provides the highest impact, followed by reliability and purchasing intention. Overall result has provided empirical support to the SERVQUAL theory where traditional service dimensions do contribute to customer satisfaction. The emerging trend of online purchasing is well supported by the empirical evidence that online purchasing intention partially mediates the effect. Hence, this also infers that insurance companies to start leverage online technology, quality dimensions such as responsiveness and empathy as a competitive strategy. The study is not without limitation such as limited sample size within a limited period of time. Due to scope limited to Northern Malaysia, future study should be cautious to general the entire findings to Malaysia online purchasing industry. Future study should expand the dimensions of online purchasing and broaden the scope of analysis. This study provides insights on the incumbent aspects of influencing the customer satisfaction of online insurance in Northern Malaysian consumers, meeting the research objectives.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2018.
Subject Electronic commerce -- Malaysia.

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