Life insurance is one of the most important insurance products that is available in the market, where its vital function is to provide financial security and protection to the beneficiaries upon the demise of the policyholder. The effectiveness of insurance operations lies in the efficiency with which claims are served to policyholders. Despite its importance, many individuals still lack knowledge of how to claim their life insurance policy. This lack of knowledge poses a threat to both beneficiaries and the nation, particularly given the low ownership of life insurance among individuals in Malaysia. This research investigates the impact of education, claims processes, and intermediary services on claims knowledge within the life insurance sector, utilizing the Resource-Based View as a theoretical framework. The study examines the role of educational initiatives, the claim process and effective intermediary services to enhance policyholders’ knowledge of their rights and responsibilities. Hence, it will lead to more informed decisions and fewer disputes between the policyholders and insurance operators. In the long run, the life insurance companies may boost their competitive advantages and remain sustainable in a dynamic insurance market. Future research should focus more on longitudinal studies to expand the discussions on the factors affecting the policyholders’ claim knowledge
Roslan et al. (Wed,) studied this question.