Assessing the antecedents of customer loyalty on healthcare insurance products: Service quality; perceived value embedded model
Abstract: This research aim to
investigate the influence of service quality attributes towards customers’
loyalty on health insurance products. In addition, this research also tested
the mediation role of perceived value in between service quality and customers’
loyalty on health insurance products.
Design/methodology/approach: Based on the literature review, this
research developed a conceptual model of customers loyalty embedded with
service quality and perceived value. The study surveyed 342 healthcare
insurance customers. Apart from assessing the reliability and validity of the
constructs through confirmatory factor analysis, this research also used
structural equation modelling (SEM) approach to test the proposed hypothesis.
Findings: The results from the inferential statistics revealed that the
healthcare insurance customers are highly influenced by service quality
followed by the perceived value in reaching their loyalty towards a particular
health insurance service provider.
Research limitations/implications: The sample for this study is based on
health insurance customers only and it is suggested that future studies enlarge
the scope to include others type of customers of different insurance products.
Practical implications: In order to encourage the customers to more loyal
towards their service providers, this research will add value for the mangers
to understand the items of service quality and considering the perceived value
of the target customers in order to optimize their loyalty. As whole, the
outcome of this research will assist managers for better understanding of the
customers’ loyalty antecedents under the perspective of healthcare insurance
products.
Originality/value: This paper has tried to provide a comprehensive
understanding about customers’ loyalty under the perspective of service quality
and perceived values context in the Malaysian health care insurance industry.
Since there was a lack of such research in Malaysian health insurance context,
this research can provide theoretical contribution and managerial basis for
future researches as well as implications for the managers. Yet, till now
research in this sector under Malaysian context do not appear adequately to
take into account service quality, perceived values and customers loyalty
factors.
Keywords: Service Quality,
Customer Satisfaction, perceived value, Customer Loyalty, Health Insurance
products, Malaysia
Author: Fadi Abdelmuniem
Abdelfattah, Muhammad Sabbir Rahman, Mohamad Osman
Journal Code: jptindustrigg150085
