Abstract
This paper primarily examines the influence of intrinsic brand cues in service industries particularly in the life insurance services. This is due to the growing importance of life insurance in the service sector in Malaysia. A self-structured questionnaire survey was conducted and distributed to respondents in the townships of Dungun and Kemaman. Early results show that company reputation was the most powerful cue that can influence life insurance decision.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
