THE EFFECT OF SERVICE MARKETING MIX ON SALES PERFORMANCE: THE CASE OF AN INSURANCE COMPANY IN PERAK, MALAYSIA

This study aimed to examine the effects of the 7Ps of marketing mix on the sales performance of an insurance company in Perak, Malaysia. The name of the insurance company is not revealed in this study because the management of the insurance company refused to give consent fearing a breach of data protection laws. Seven marketing mix variables were explored regarding their association and relationship with sales performance. The seven key factors are product, price, promotion, placement, people, process, and physical evidence. A self-administered survey was utilized to gather the data, and 101 participants participated in this study. Pearson correlation analysis and linear regression analysis were used to analyse the association and the relationships between the dependent and independent variables. Findings from this study indicated that two key elements of the marketing mix, price, and physical evidence, have a significant relationship with sales performance. In contrast, the results also indicated no significant relationships between the other marketing mix variables of product, place, promotion, people, and process with sales performance. Therefore, according to this study, price and physical evidence directly affected the sales performance of the insurance company in this study.  Article visualizations: