| dc.description.abstract | Having appreciated that customer loyalty is an important aspect of marketing, many organizations carry out occasional surveys to establish the level of customer loyalty that customers have for their products in a particular market .. The main objective of this study will be to determine the factors affecting customer loyalty in the insurance industry in Kenya with a special focus on Kenya Medical Association (KMA).
This study used a descriptive survey. The population of interest in this study comprised of 1,246 members of the Kenya Medical Association.
The researcher considered 100 members randomly selected from the members working in the various organizations and in their own private practices headquartered in Nairobi. Primary data was collected using a questionnaire with close ended and open ended questions administered to individual members. Data for this study was both quantitative and qualitative hence both descriptive and content analysis techniques was employed. Content analysis was used to analyse the qualitative data collected while descriptive methods was used to analyse quantitative data. A descriptive analysis technique was employed. Tables were used to summarize responses for further analysis and facilitate comparison.
The study concludes that there were various factors affecting customer loyalty in the insurance industry in Kenya with a special focus on Kenya Medical Association (KMA). These included advertising, quality of product, service quality and brand image. The study also concludes that a majority of players in the insurance industry had developed a wide range of products to suit different cadre of people, cheap and affordable products, and various products able to meet most of clients needs.
The study recommends that for insurance companies to improve on their customer loyalty there is need to implement measures aimed at increasing customer satisfaction and service quality. Customers who are satisfied with the provided goods or services, the probability are that their use for the services again increases. High service quality and high customer satisfaction results in a very high level of purchase intentions. | en_US |
