Unlocking Satisfaction A Deep Dive into the Impact of Electronic Word-of-Mouth (EWOM) on Customer Satisfaction in the Realm of Digital Platform Services Offered by Takaful Operators

Nur Izzati Ibrahim; Assoc Prof Dr Amirul Afif Muhamat; Nurul Fathiyah Kamarul Bahrin; Nur Syazana Abdul Kamal

doi:10.47663/ibec.v3i1.282

Authors

Nur Izzati Ibrahim Universiti Teknologi Mara, UiTM Shah Alam
Assoc Prof Dr Amirul Afif Muhamat Faculty of Business and Management, Universiti Teknologi MARA, 42300 Puncak Alam, Selangor, Malaysia
Nurul Fathiyah Kamarul Bahrin Universiti Sultan Azlan Shah, 33000 Perak Malaysia
Nur Syazana Abdul Kamal Employees' Provident Fund (EPF), Taman Puchong Utama, 47100 Puchong, Selangor

DOI:

https://doi.org/10.47663/ibec.v3i1.282

Keywords:

EWOM, digitalization, UTAUT, Takaful, Islamic insurance

Abstract

Takaful, as a distinctive form of Islamic insurance, plays a pivotal role in the financial landscape. In the era of digital transformation, takaful operators increasingly rely on digital platforms to deliver their services. This empirical study aims to investigates the dynamic relationship between Electronic Word-of-Mouth (EWOM) and customer satisfaction in the context of digital platform services provided by Malaysia takaful operators. The extended Unified Theory of Acceptance and Use of Technology (UTAUT) model is used in the study to examine this relationship. Through quantitative analysis, data were derived from an online survey with 158 respondents by using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Statistical Package for the Social Sciences (SPSS). The findings of this research contribute valuable insights to both academic and industry stakeholders. By unraveling the complex relationship between EWOM and customer satisfaction, the study offers practical recommendations for Takaful operators to enhance their digital platforms and foster positive customer experiences. As digital platforms continue to reshape the Takaful industry, this paper provides a timely and relevant analysis that aids Takaful operators in optimizing their services, fostering customer satisfaction, and sustaining their competitive edge in the evolving landscape of digital financial services.

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Author Biographies

Assoc Prof Dr Amirul Afif Muhamat, Faculty of Business and Management, Universiti Teknologi MARA, 42300 Puncak Alam, Selangor, Malaysia

Climate Risk and Sustainable Finance (Research Interest Group)

Faculty of Business and Management, Universiti Teknologi MARA, 42300 Puncak Alam, Selangor, Malaysia

Nurul Fathiyah Kamarul Bahrin, Universiti Sultan Azlan Shah, 33000 Perak Malaysia

Faculty of Business and Management

Universiti Sultan Azlan Shah, 33000 Perak Malaysia

Nur Syazana Abdul Kamal, Employees' Provident Fund (EPF), Taman Puchong Utama, 47100 Puchong, Selangor

Finance Department

Employees' Provident Fund (EPF), Taman Puchong Utama, 47100 Puchong, Selangor

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