Investigating the Link between Service Quality and Customer-Based Performance of Social Insurance Industry
Malaysian Perspective
Abstract Social insurance is playing a crucial role to deliver financial services towards the customers. Hence, service quality is the keys to sustain a good performance of social insurance industry towards its customers. In Malaysia, Social Security Organization (SOCSO) is possessing the function of social insurance. This study adopts the service quality dimensions proposed by Parasuraman et al., (1988) that consist of tangibles, reliability, responsiveness, assurance and empathy. Surprisingly, little research has been done to address the importance of service quality dimensions on the customer-based performance of social insurance industry. Thus, the main purpose of the study is to investigate the appropriateness and the importance of service quality dimensions on the customer-based performance of social insurance industry in Malaysia. This conceptual paper therefore, contributes to the knowledge base of service quality dimensions by systematically investigating the importance of service quality dimensions on the customer- based performance of organization across various industries and link towards the performance of SOCSO.
Keywords: Service Quality, Social Insurance, Social Security Organisation, Customer-Based Performance
INTRODUCTION
Insurance is a part of the financial service industries and plays an important role in delivering best performance to the customer (Witkowska, 2012). Basically, insurance industry consists of economic and social insurance (Levy amp; Schady, 2013). In general form, social security insurance includes: retirement, disability, sickness and accident (Levy amp; Schady, 2013). However, business insurance can be divided into property and casualty (Saad, 2015). Social security ensures the social minimum for people who: have reached retirement age, have had an accident or become sick (Levy amp; Schady, 2013). The objective is to protect economic security of property, and life and health of the insured. In Malaysia, Social Security Organisation (SOCSO) found to be the legal and mandatory organization that possessed the role of social insurance (Caraher, 2003). It is important for the institutions offering insurance coverage to take care of the quality of the performance to produce satisfied customer. And so the strategy of customer orientation in the insurance service seems to be the right course of action (Witkowska amp; Lakstutiene, 2014).
In Malaysia, SOCSO got many complaints from the customers in relation with the overall performance of the SOCSO towards the customer (The Star Online, 2009). The studies on complaint resolution found to be the best course of action to improve the performance of any organization (Pandey, 2015). In customer oriented environment, examining service quality is considered an essential strategy to improve organizational performance. A thorough review of quality management programs revealed that the ability of service providers to properly implement service quality in executing jobs may have a significant impact on individual attitude and behavior that will reflect the performance of organization towards its customers (Osman amp; Sentosa, 2013; Raza, Siddiquei, Awan amp; Francis, 2012; Ouyang amp; Xie, 2010; Ismail, Abdullah amp; Francis, 2009a). In a quality management perspective, service quality is often seen as a result of customer satisfaction that play an important role on defining the quality of organizational performance (Osman amp; Sentosa, 2013; Raza et al., 2012; Ouyang amp; Xie, 2010; Parasuraman, Zeithaml amp; Berry, 1988). Within the workplace service quality program, many scholars view that tangibility, responsiveness, reliability, empathy, assurance, and organizational performance, though different, were strongly interrelated constructs. For example, if service provided by an organization did meet a customer’s needs and expectations, it shows improved quality of organizational performance (Osman amp; Sentosa, 2013; Raza et al., 2012; Walker, Johnson amp; Leonard, 2006).
In local context, service quality found to be an important determinant to evaluate the performance of an organization that deliver financial services to its customers (Arokiasamy amp; Tat, 2014; Akbar amp; Parvez, 2009). Even though the nature of the relationship was significant, little was known about the role of service quality as an important predicting factor in the literature of organizational performance (Osman amp; Sentosa, 2013; Raza et al., 2012). Scant of studies have been done to link the role of service quality on evaluating customer-based performance of SOCSO. Therefore, this study looking at this niche segment which was not previously studied from Malaysian perspective (Ismail, Ahmad, Rose, Abdullah, Rahman amp; Francis, 2013). Thus, it motivated the researchers to further explore the link between service quality and customer-based performance of SOCSO.
LITERATURE REVIEW
The literature review will discuss on the link between service quality and customer-based performance of social insurance industry from Malaysian perspective, the appropriateness and the importance of service quality dimensions (tangibles, reliability, responsiveness, assurance and empathy) on the customer-based performance of SOCSO. Recent literatures have been referred to link the service quality dimensions and customer-based performance.
Service Quality and customer-based performance of Social Insurance Industry
The general objective of social insurance industry is to protect social security life and health of the insured. Institutions offering insurance coverage should take care the service quality and deliver quality customer service (Karto amp; Peng, 1986). And so the strategy of customer oriented service quality seems to be the right co
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