Service Quality and Its Effect on Customer Satisfaction and Customer Loyalty: A Qualitative Study of Muang Thai Insurance Company in Krabi, Thailand

Authors

  • Pongsakorn Limna Faculty of Economics, Rangsit University
  • Tanpat Kraiwanit Faculty of Economics, Rangsit University

Keywords:

Service Quality, SERVQUAL Model, Customer Satisfaction, Qualitative, Loyalty

Abstract

This qualitative study explored customer satisfaction and customer loyalty towards service quality of Muang Thai Insurance Company, Krabi Branch in Thailand. A purposive sampling of Thai six insurance customers of Muang Thai Insurance Company, Krabi Branch, were selected for a qualitative study. The data were analyzed employing content analysis and the NVivo software program. The results indicated that the SERVQUAL Model (tangibles, reliability, responsiveness, assurance, and empathy) influenced customer satisfaction and customer loyalty of Muang Thai Insurance Company’s customers, Krabi Branch. The implication could assist insurance company managers, as well as other businesses, in improving service quality in order to respond to customers' needs and expectations, as well as increase customer satisfaction and customer loyalty. Besides, it may aid in understanding customer satisfaction and customer loyalty towards service quality to develop effective marketing strategies. Therefore, high business performance will incur. The recommendation is to consider a quantitative study in a large sample in further study.

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Published

2022-08-10

How to Cite

Limna, P., & Kraiwanit, T. . (2022). Service Quality and Its Effect on Customer Satisfaction and Customer Loyalty: A Qualitative Study of Muang Thai Insurance Company in Krabi, Thailand. Journal for Strategy and Enterprise Competitiveness, 1(2), 1–16. Retrieved from https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/912

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Research Article