2026-08-26T19:09:46Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011029 2025-05-19T06:23:34Z 1582963436320 1582963436320:1698989841255

Service Quality and Policyholder Satisfaction of First National Insurance (General) Co.,Ltd ( Kyaw Kyaw,2025) Kyaw Kyaw The objective of this study is to examine the effect of service quality on customer satisfaction and it turns into effect loyalty in First National Insurance (General) Co., Ltd. Quantitative research method is applied in this study. Both primary and secondary data were employed, with a sample size of 150 active policyholders selected from a total of 240 policyholders who made purchases between 2022 and 2024, as calculated using the Yamane Formula. Primary data was obtained using an online questionnaire. Secondary data was collected from several sources, including the First National Insurance website, textbooks, prior theses, and pertinent periodicals. The results demonstrate that several characteristics of service quality, such as tangibles, reliability, empathy, technological aspects, and image, significantly influence customer satisfaction at First National Insurance Company. The findings of the multiple regression analysis indicate that the characteristics of tangibility, dependability, technical quality, and reputation/image exert a substantial and positive influence on customer satisfaction. However, the characteristics of assurance and responsiveness do not significantly impact customer satisfaction at First National Insurance (General) Co., Ltd. The positive association results imply that customer loyalty is associated with customer satisfaction. The firm must maintain the implementation of these critical service quality criteria for sustained success 2025-02-01 https://meral.edu.mm/records/11029