Impacts of positive electrtonic-words-of-mouth on consumerse' continuance intention, statisfaction and brand loyalty in Islamic insurance (takaful) of generation Y

• Main Author: Mohd Anas Mentoh
• Format: Thesis
• Language: English; English
• Published: 2018
• Subjects: HG8011-9999 Insurance
• Online Access: https://eprints.ums.edu.my/id/eprint/38656/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/38656/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/38656/

Takaful industry has been established in Malaysia since the 80's yet people even Muslims chose conventional insurance as the growth of Takaful industry is lower compared to conventional insurance. Thus, the most suitable method to settle this issue is to transform Takaful's marketing strategy, and then administer the business as a brand in order to ensure that customer value can be delivered properly (King, 1991; Md Husin and Ab Rahman, 2013). Electronic-Words-of-Mouth (E-WOM) plays a vital role in marketing world and it can help Takaful industry to grow better and more competitive. Hence, the aims of this study is to investigate the impact of positive E-WOM on consumers' continuance intention and brand loyalty in Islamic Insurance (Takafui) of Generation Y. A quantitative research design was used whereby data were collected through online survey among Generation Y in Malaysia. Data was analysed by using partial least square - structural equation modelling (PLS-SEM) approach via the Smart PLS software version 3.0. Results revealed that consumers' Intrinsic Motives, Extrinsic Motives and satisfaction positively impacted consumers' E-WOM on Takaful participation. Next, consumers' E-WOM also positively affect consumers' continuance intention in Takaful participation. However, consumers' continuance intention does not gives significance towards brand loyalty. Marketers should start venturing into online platform to reach customers closer. To conclude, E-WOM is necessary in this industry to ensure customer retention. This research helps to describe the Takaful satisfaction and loyalty of customer through their motives of E-WOM regarding on Takaful. This would help increase the efficiency of Takaful management by Takaful operators. Direction for future research is also presented.