In today’s competitive environment, in which creativity and innovation play an important part, organizations are becoming increasingly aware that their physical and financial assets are incapable of generating competitive advantages that are sustainable and perceive that it is their intangible assets which allow value to be created for their products and services. Relational capital is one of the crucial elements of intellectual capital especially in the service industry. The main objective of this paper is to investigate the impact of relational capital on the balanced scorecard performance of life insurance companies in Malaysia. There are 5 hypotheses for this study. The researcher used the Smart-PLS software to generate answers for five hypotheses (H1 to H1d). The managers highlighted the importance of meeting their client’s need and wishes, of fostering client loyalty, of collecting and disseminating their feedback and improvement in quality. The main conclusion from this study is that relational capital gives significant and positive impact on life insurance company performance.
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In-Text Citation: (Aziz, Razalli, & Othman, 2019)
To Cite this Article: Aziz, T. N., Razalli, M. R., and Othman, A. Z. (2019). The Impact of Relational Capital as an Important Instrument of Increasing Competitiveness On Balanced Scorecard Performance in Life Insurance Agency in Malaysia. International Journal of Academic Research in Business and Social Sciences, 9(12), 495–505.
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