The Effect of Determinants of Customer Perception on the Satisfaction of Corporate life insurance customers: the case of Ethiopian Insurance Corporation
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Date
2018-06-12
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Addis Ababa University
Abstract
The study mainly intends to explore the effect of determinants of customer perception on the
satisfaction of corporate life insurance customers. To evaluate the effect of determinants of
customer perception on the satisfaction of corporate life insurance customers Ethiopian
Insurance Corporation (EIC) was considered as a case study. This research employed both
descriptive and explanatory design. Quantitative and qualitative study was conducted to collect
information from primary and secondary sources. For the purpose of this research, structured
and standardized questionnaire was conducted to the life insurance customers of EIC. Interview
questions were conducted to collect information from EIC Marketing Manager. The collected
information was analyzed through statistical software. The main findings of the study are
attitude positively and significantly affects customer satisfaction, perceived risk positively and
significantly affects customer satisfaction, socio-economic factor positively and significantly
affects customer satisfaction, convenience has a negative and insignificant effect on customer
satisfaction, expectation has negative and insignificant effect on customer satisfaction. As a
result, the researcher recommended that the company should emphasize on attitude, perceived
risk and socio-economic factors. Future researches should also focus on having more number of
corporate life insurance customers of EIC as this research in limited only on three corporate
customers
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Keywords
Customer Satisfaction, life insurance