THE EFFECT OF SERVICE MARKETING MIX ON SALES PERFORMANCE: THE CASE OF AN INSURANCE COMPANY IN PERAK, MALAYSIA

Autores

  • Mohd Faizul Bin Ahmad Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Muhammad Hasriq Bin Harun Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Hasry Sham Bin Chasmen Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Amir Hakimin Bin Hashim Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Kumaran Kanapathipillai Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

DOI:

https://doi.org/10.46827/ejmms.v8i2.1407

Palavras-chave:

marketing mix, product, price, promotion, place, people, process, physical evidence, sales performance, insurance company

Resumo

This study aimed to examine the effects of the 7Ps of marketing mix on the sales performance of an insurance company in Perak, Malaysia. The name of the insurance company is not revealed in this study because the management of the insurance company refused to give consent fearing a breach of data protection laws. Seven marketing mix variables were explored regarding their association and relationship with sales performance. The seven key factors are product, price, promotion, placement, people, process, and physical evidence. A self-administered survey was utilized to gather the data, and 101 participants participated in this study. Pearson correlation analysis and linear regression analysis were used to analyse the association and the relationships between the dependent and independent variables. Findings from this study indicated that two key elements of the marketing mix, price, and physical evidence, have a significant relationship with sales performance. In contrast, the results also indicated no significant relationships between the other marketing mix variables of product, place, promotion, people, and process with sales performance. Therefore, according to this study, price and physical evidence directly affected the sales performance of the insurance company in this study.

 

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Biografia do Autor

  • Mohd Faizul Bin Ahmad, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Mohd Faizul Bin Ahmad obtained his Bachelor of Engineering (Mechanical-Industrial) from the University Technology of Malaysia (UTM) in 2008. He has 14 years of experience in medical device production as a leader of team members for continuous improvement events and process engineering in manufacturing project transfer from various countries for the medical device industry. Currently, he is working at Teleflex Medical Sdn. Bhd. is under the Strategic Manufacturing Department and has been certified with Lean Six Sigma. Teleflex has been named one of America's Best Employers 2022 by Forbes.

  • Muhammad Hasriq Bin Harun, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Hasry Sham Bin Chasmen graduated with a Bachelor of Business Administration in International Business from North Borneo University College. He is actively involved in non-governmental organizations (NGOs) as President of Pertubuhan Usahawan Muda Malaysia (PUMMA). Currently, as a Chairman of Dlce Group Sdn Bhd. He has experience in furniture manufacturing for almost 15 years and is now the owner of Moccis Furniture Sdn Bhd.

  • Hasry Sham Bin Chasmen, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Muhammad Hasriq Bin Harun graduated with his Bachelor of Business Administration (Hons) in (Retail Management) from the University of Technology Mara (UITM) in 2013. He has 5 years of experience in the textile industry and is now one of the owners of the company Hexa Classics Sdn. Bhd. He is also the Chief Executives Officer of the company Dlce Group Sdn Bhd. He is currently engaged with Pertubuhan Usahawan Muda Malaysia (PUMMA) as a member.

  • Amir Hakimin Bin Hashim, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Amir Hakimin Bin Hashim obtained his Professional License as an Aircraft Maintenance Engineer from the Department of Civil Aviation (DCA) in 2008. He was granted several airplane ratings, including ATR72, Boeing 737-800 to 900ER, and Airbus 320. He passed the APEL 7 (Accreditation of Prior Experiential Learning) examination. APEL is a systematic process involving the identification, documentation, and assessment of prior experience related to a study program equivalent to a bachelor's or degree study. Currently, he is the executive director for Verdastro Sdn. Bhd. and also an adjunct lecturer for the University of Kuala Lumpur and the University of Technology Malaysia (UTM) for aerospace study. He is also active in non-governmental organizations (NGO) activities, including Anak Sains MARA (ANSARA) as the Economy and Funding Exco and committee member of Dewan Perniagaan Melayu Malaysia (DPMM).

  • Kumaran Kanapathipillai, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Kumaran Kanapathipillai holds a Ph.D. in Management/Business from the Management and Science University (Malaysia). He is an academic and researcher in the areas of Management, Marketing, Logistics, and Supply Chain Management. He supervises and assesses Masters and Ph.D. candidates. He conducts entrepreneurship, creative problem-solving, and project management training in various industries. His main areas of interest and research are contemporary entrepreneurship, management, and marketing.

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Publicado

2023-01-12

Edição

v. 8 n. 2 (2023)

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