Abstract

This study examines the impact of customer perceived value on customer satisfaction mediated by social and emotional perceived value associated with Aasandha insurance provided by the government to all the Maldivians. A questionnaire was distributed on a Likert scale among the insurance users who were recruited from hospitals, pharmacies and clinics from three (3) regions of Maldives. A sample of 106 participants were selected using stratified convenient sampling techniques. Data was analysed using SPSS and AMOS. 22.0. The finding indicated that functional perceived value has significantly positive impact on social, emotional perceived values and customer satisfaction. Also, it was found that social and emotional values have significantly positive mediating impact on the relationship between functional perceived value and customer satisfaction. This study did not find any significant impact of economic, social and emotional perceived value on customer satisfaction. Therefore, it is concluded that enhancing functional values such as reliability, quality and trust will improve customer satisfaction and foster public trust. This study is unique as this could be the pioneering study on Asandha insurance scheme offered in Maldives. This study contributes to establish the key determinants of public or customer satisfaction of Asandha insurance scheme. Future studies should include a fair number of publics who often deal with Asandha corporation regarding the insurance scheme