The Effect of Service Marketing Mix on Customer Satisfaction: A Study on Selected Private Insurance Companies in Addis Ababa
| dc.contributor.advisor | Getie Andualem (PhD) | |
| dc.contributor.author | Binyam Ketema | |
| dc.date.accessioned | 2024-01-29T12:09:45Z | |
| dc.date.available | 2024-01-29T12:09:45Z | |
| dc.date.issued | 2023-06 | |
| dc.description.abstract | This research aimed to examine the effect of service marketing mix on customer satisfaction by taking selected five private insurance companies in Addis Ababa as a case. The quantitative research approach along with explanatory research design was applied. Active motor insurance policyholders of five selected insurance companies were considered as a study population. Primary data were collected from a total sample size of315 sample respondents through structured self-administered questionnaires. The scale comprised standard marketing mix and customer satisfaction questions scaled with Likert Scale. In contrast to the conventional Likert Scale analysis method, the Taguchi Signal/Noise ratio method was used to concurrently account for the impact of average and variation as well as satisfaction and dissatisfaction data to accurately determine the direction of improvement of quality attributes. The relationship between components of the marketing mix and consumer happiness was examined using both descriptive and inferential analysis techniques. The data were analyzed by using Pearson correlation and multiple linear regression models. The results showed that the marketing mix elements have a positive and significant effect on customer satisfaction. Specifically, insurance policies had strong statistically significant positive effect on customer satisfaction (B= .251, P< .05) followed by promotion (B= .150, P< .05), premium (B= .137, P< .05), and placement (B= .129, P< .05). Whereas, claim settlement process (B= .113, P< .05), physical evidence (B= .041, P< .05) and people/staff competence (B= .051, P< .05) showed the least contribution to customer satisfaction. The seven service marketing mix aspects can be summed up as being reliable indicators of client happiness. Customer retention, customer satisfaction, and customer attraction are all possible with effective marketing mix implementation. The managements of the insurance companies are recommended to exert maximum effort on the improvement of their staff competence, adopting innovative internal process and the attractiveness of its service facilities | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1656 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Insurance Companies | |
| dc.title | The Effect of Service Marketing Mix on Customer Satisfaction: A Study on Selected Private Insurance Companies in Addis Ababa | |
| dc.type | Thesis |