This paper aims to examine the level and the relationship between the perception of the performance of takaful operators and the customers’ intention in using medical takaful card among public sectors in Kedah, Malaysia.Design/methodology/approachA quantitative research methodology was advocated to answer the objectives progressively. Data were collected from questionnaires and analyzed using SPSS v22. In total, 313 respondents were selected from three public sectors in Kedah, Malaysia.FindingsThe review found that the level of customers’ perception of performance towards the customers’ intention in using medical takaful card was high. Besides, the findings concluded that a positive moderate relationship was observed between the perception of the performance of takaful operators and the customers’ intention in using medical takaful card among public officers in Kedah, Malaysia.Research limitations/implicationsThere were three major limitations of this paper. These limitations are further explained in the conclusion.Practical implicationsThis study has provided some major implications. First, on behalf of the public sector institutions, the results of this study clearly showed that the intention of the public sector officers in using medical takaful card should be increased. Second, on behalf of the industry, this study could acknowledge them to improve their performance to increase efficiency, creativity and innovation to create a good impression among consumers. Third, the previous theory and literature related to the perception of performance is suitable to use even in the event that the takaful industry has been proven.Originality/valueThe paper is useful to takaful operators to provide a good perception of their performance in the process of influencing the customers, especially among the public sector officers, to enrol in the medical takaful coverage.
Journal of Islamic Marketing – Emerald Publishing
Published: Oct 15, 2018
Keywords: Medical takaful card; Customer’s intention; Perception of performance; Public sector officers