Abstract:
It has been observed that gaining knowledge about customer expectations
and satisfaction enables insurance companies to improve customer
orientation. Insurance is in the service sector where the product is to
manage “risks” of the customer and its impact is of significant in the light of
customer satisfaction. This study is significant to the Gross Domestic
Product of Sri Lanka. Total employees in the insurance field are
approximately 19,437 and according to the Morgan table the sample size
was decided as to collect data from 338 respondents. The study was
designed with an epistemological standpoint of positivism with a deductive
approach using quantitative data collected through a questionnaire.
Findings were analyzed using frequency tables, correlations, and Chi-square
testing to interpret the data collected. The study found that in the insurance
sector, customer orientation, job satisfaction, employee engagement and
training and development are the key influential factors. Findings pointed
towards strong to high moderate relationships between dependent and
independent variables tested. It is recommended that customer orientation
should be improved by empowering the sales staff by providing sufficient
training in a timely manner while improving employee engagement using
techniques
