The influence of marketing mix strategy on customer satisfaction towards takaful operator in Kota Bharu.

Malaysia has experienced a low penetration rate for Takaful business despite many growing Takaful operators in Takaful industry (Bank Negara Malaysia, 2015). In view of this, the study is significant because it provide better understanding on Takaful customer satisfaction in Kota Bharu, Kelantan. Thus, the aims of study are to determine the customer satisfaction level; the relationship between five Marketing Mix strategies components and customer satisfaction; and the most critical factor that influences customer satisfaction towards Takaful operator. The study involves a survey using structured questionnaires to solicit responses from customers who have subscribed Family Takaful plans in selected Takaful operator in Kota Bharu based on convenience sampling method. Data analysis involves by using SPSS version 25 IBM software. The findings of this research show that customer satisfaction towards Takaful operator is at a high level. The findings from five of Marketing Mix strategies components were positively influence on customer satisfaction. Hence, the major contribution of this research indicates that the Process factor is a most critical
factor that influences customer satisfaction towards Takaful operator.