Service Quality and Customer Loyalty of Selected Insurance Companies in Nairobi City County, Kenya

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dc.contributor.advisorReuben Njugunaen_US
dc.contributor.authorMurerwa, Gatwiri Loise
dc.date.accessioned2023-08-07T11:58:22Z
dc.date.available2023-08-07T11:58:22Z
dc.date.issued2023
dc.descriptionA Research Project Submitted to the School of Business, Economics and Tourism in Partial Fulfillment of the Requirements for the Award of Degree of Master of Business Administration (Strategic Management) of Kenyatta University, June 2023.en_US
dc.description.abstractThe insurance industry in Kenya has been steadily growing in the last few decades with many insurers understanding the importance of customers and the need for competitive advantage. In today’s competitive and first paced environment, customer loyalty has often been cited as a significant factor. Customer loyalty is beneficial to company’s performance. Delivery of quality service leads to customers satisfaction enabling customer loyalty. The main objective of the study was to investigate the effect of service quality on customer loyalty of selected insurance companies in Nairobi City County, Kenya. The specific objectives were; to establish the impact of service reliability on customer loyalty of selected insurance companies in Nairobi County, Kenya, to determine the impact of service responsiveness on customer loyalty of selected insurance companies, to assess the impact of service assurance on customer loyalty of selected insurance companies, and to examine the impact of service tangibility on customer loyalty of selected insurance companies. The study was anchored on relationship marketing theory, social exchange and commitment trust theory. The study adopted a descriptive research design. The research utilized both secondary and primary data. The researcher used a descriptive research technique to complete their project. Primary data was be collected using questionnaires. The study sample size was 105 General and life Insurance companies operating in Nairobi County. Simple random sampling procedure was used to select the sample size for this study. A plot study was conducted before data collection. Data collection instruments were survey questionnaires for quantitative data. Data was entered into SPSS for analysis. Data was evaluated using mean, standard deviation and regression analysis. The study discovered that service quality had a positive and significant effect on client loyalty in a sample of insurance businesses in Nairobi City County, Kenya. According to the research, the organizations that embraced provided solid services that satisfied their consumers, resolved complaints efficiently, and deepened their relationships. According to the survey findings, businesses were fairly attentive to the needs, difficulties, and complaints of their customers in terms of how they treated them. It would be established that the firms had a strong commitment to service assurance, which resulted in enhanced customer satisfaction and retention rates. The results showed that there is a significant and positive relationship between service quality an, satisfaction and loyalty. The study recommends that new technology and innovations should be invested towards increasing service quality levels in insurance company. The research proves that assurance, reliability and tangibility and responsiveness have strong influence on customers’ loyalty level in selected insurance companies in Nairobi City County. Thus, study concluded that service quality, if managed effectively, can contribute significantly towards customer loyalty.en_US
dc.description.sponsorshipKenyatta Universityen_US
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/26588
dc.language.isoenen_US
dc.publisherKenyatta Universityen_US
dc.subjectService Qualityen_US
dc.subjectCustomer Loyaltyen_US
dc.subjectInsurance Companiesen_US
dc.subjectNairobi City Countyen_US
dc.subjectKenyaen_US
dc.titleService Quality and Customer Loyalty of Selected Insurance Companies in Nairobi City County, Kenyaen_US
dc.typeThesisen_US
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