Investigating the impact of service quality and customer satisfaction on customer loyalty in life insurance in South Africa
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Date
2017
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Publisher
University of the Western Cape
Abstract
Service quality and satisfaction are very important concepts that companies must understand
to remain competitive and grow (Angelova & Zekiri, 2011:232). Satisfied customers form the
foundation of any successful business as customer satisfaction leads to repeat purchase,
brand loyalty and positive word of mouth (Tsoukatos & Rand, 2006:501).
The quality of service and the achievement of customer satisfaction and loyalty are
fundamental for the survival of insurers (Taylor, 2001:30). Insurance companies are seeking
to increase customer satisfaction and loyalty through improved service quality (Siddiqui &
Sharma, 2010:171).
The aim of this study is to examine the concepts of service quality, customer satisfaction and
customer loyalty and their relationships with the goal of establishing greater clarity on the path
of the relationship flow at Metropolitan in the life insurance industry in South Africa. 398
Metropolitan customers from the Customer Walk-in-Centres completed a structured
questionnaire through computer assisted telephonic interviews (CATI).
The analysis revealed that customer satisfaction mediates the relationship between perceived
service quality and customer loyalty for customers from the Customer Walk-in-Centres of
Metropolitan in South Africa. The results and findings provide extra information concerning
customer's needs, wants and satisfaction for Metropolitan.
Description
Magister Commercii - Mcom (Management)