The importance of health insurance policy on purchase intention / continuance – an empirical study in Malaysia

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dc.contributor.authorNaseem Aliza
dc.date.accessioned2014-11-11T08:31:00Z
dc.date.available2014-11-11T08:31:00Z
dc.date.issued2012
dc.descriptionMasteren_US
dc.description.abstractPeople all of over the world realized the importance of health insurance policy as the unforeseen uncertainties has become the order of the day. In addition to the physical illness, accidents and emergency the natural calamity demand for protection of well being of human in our day to day life. Although the health insurance is a mandatory in developed countries, the developing countries is yet to impose regulations on the purchase of health insurance. In Malaysia, there are many health insurance providers from local and multinational sectors but they are not able to capture the full market. What are the underlying reasons people are not attracted towards health insurance? To answer this question will enable the health insurance providers to understand the needs and wants of the customers. Hence, this study focuses on the health insurance products, service offered by insurance providers and insurance agents, the customer perception on health insurance and socio- demographics that influence the health insurance purchase/ continuance intention. This present study; connect the framework to investigate the purchase intention / continuance of consumers in health insurance industry. Currently, the health insurance industry in Malaysia is undergoing a testing time although there are plenty of growth potential opportunities. The purpose of this study is to identify the key elements of health insurance purchase/ continuance intention that may help the insurance providers to identify the possible avenues to improve the health insurance industry. The data collection of the study was taken through questionnaire distribution and also personal interviews with potential customers. The empirical finding of the study shows that the customers are really attracted with the health insurance products and service offered by insurance providers and insurance agents. However, customers are also concern with the reputation of health insurance providers and particular about the segments (local companies / multinational companies) with regards to socio-demographic factors, only gender is moderating between the elements of health insurance on the purchase/ continuance intentions of health insurance policy. In fact, female are more attracted towards the health insurance products and salient features than males. Since health insurance policy is a short term risk covered investment for one year, other socio-demographic factors like income, education and age are not found to be significance in this study.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/436
dc.language.isoenen_US
dc.subjectBusiness administrationen_US
dc.subjectHealth insurance policyen_US
dc.subjectPurchase intentionen_US
dc.titleThe importance of health insurance policy on purchase intention / continuance – an empirical study in Malaysiaen_US
dc.typeThesisen_US
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