期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：3
页码：264-271
DOI：10.6007/IJARBSS/v10-i3/7045
语种：English
出版社：Human Resource Management Academic Research Society
摘要：To switch or not to switch? This is the key question that the general insurance policyholders would ask at the end of the term of their insurance contract. The decision to switch or to renew is based on many factors. As such, in this study, service quality, price and trust/loyalty were tested against switching intention. To find answers to this question, a quantitative data collection from 100 general policyholders were obtained and analyzed. The findings indicated that, service quality and price have significant positive relationship towards switching intention. But amongst the three independent variables, only service quality has a significant unique contribution towards switching intention. The implication for the insurance provider included to maintain, sustain and continually enhance the services that they provide to policyholder because dissatisfaction with the services provided might result in the loss of customer which in turn reduce its profitability.
