IDEAS home Printed from https://ideas.repec.org/a/epw/ejbmr0/v4y2019i6id50095.html

Scholastic Assessment of Insurance Productiveness from the Marketing Perspective

Author

Listed:
  • Samuel Affran

Abstract

The Ghanaian insurance industry is on “life supporting machine” finding it very difficult to attract potential customers to patronize their services. Existing customers are also not loyal at all the reasons am yet to unravel. Individuals as well as organizations lack the interest of investing their scares resources in the insurance industry. Thus managers in this spectrum have to make it a point to constantly seek new ways to improve their services with the strategic intent of “loyalising” the hard won customers. It’s in the light of this that, this study is undertaken to examine whether relationship marketing strategies can be one of the assured ways of developing loyal customers. Again to ascertain how trust influence these relationship marketing strategies and customer loyalty. The population of the study is of some section of insurance subscribers in the greater Accra and central regional part of Ghana. Hypotheses of the study were analyzed using correlation and hierarchical regression analysis. Self-administered questionnaires were distributed to respondents. The researcher theorizes and investigates that there are high positive correlation between the four underlying constructs of relationship marketing and customer loyalty. The results of this study again indicated that all the independent variables (communication, competence, commitment and bonding) have a positive significant impact on (dependent variable) customer loyalty through trust as the mediating variable. Managers are to note that the propensity to create customer loyalty depends on the level of trust they have built with its customers. Thus, the focus should be on investing in the customer’s trust which will subsequently lead to customer loyalty. Management of insurance services are to note that the findings provides a more reliable and empirical measure for describing and evaluating the level of their customer loyal with the services they deliver. It again provides empirical support for strategic decisions in several critical areas of their operations, and above all, provides a justifiably valid and reliable guide for designing workable relationship marketing strategies for creating loyal customers.Originality of this study is proven because it has empirically refined the body of knowledge relating to customer loyalty in the Ghanaian insurance industries.

Suggested Citation

  • Samuel Affran, 2019. "Scholastic Assessment of Insurance Productiveness from the Marketing Perspective," European Journal of Business and Management Research, European Open Science, vol. 4(6), November.
    • Handle: RePEc:epw:ejbmr0:v:4:y:2019:i:6:id:50095
    DOI: 10.24018/ejbmr.2019.4.6.95
    as

    Download full text from publisher

    File URL: https://eu-opensci.org/index.php/ejbmr/article/view/50095
    File Function: Abstract page
    Download Restriction: no
    File URL: https://eu-opensci.org/index.php/ejbmr/article/download/50095/6791
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.24018/ejbmr.2019.4.6.95?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Riquelme, Isabel P. & Román, Sergio & Cuestas, Pedro J. & Iacobucci, Dawn, 2019. "The Dark Side of Good Reputation and Loyalty in Online Retailing: When Trust Leads to Retaliation through Price Unfairness," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 35-52.
    2. Hajli, Nick & Sims, Julian & Zadeh, Arash H. & Richard, Marie-Odile, 2017. "A social commerce investigation of the role of trust in a social networking site on purchase intentions," Journal of Business Research, Elsevier, vol. 71(C), pages 133-141.
    3. Leonidou, Leonidas C. & Aykol, Bilge & Fotiadis, Thomas A. & Christodoulides, Paul & Zeriti, Athina, 2017. "Betrayal in international buyer-seller relationships: Its drivers and performance implications," Journal of World Business, Elsevier, vol. 52(1), pages 28-44.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    2. Muel Kaptein, 2023. "A Paradox of Ethics: Why People in Good Organizations do Bad Things," Journal of Business Ethics, Springer, vol. 184(1), pages 297-316, April.
    3. Sembada, Agung Y. & Koay, Kian Yeik, 2021. "How perceived behavioral control affects trust to purchase in social media stores," Journal of Business Research, Elsevier, vol. 130(C), pages 574-582.
    4. Leong, Lai-Ying & Hew, Teck-Soon & Ooi, Keng-Boon & Chong, Alain Yee-Loong, 2020. "Predicting the antecedents of trust in social commerce – A hybrid structural equation modeling with neural network approach," Journal of Business Research, Elsevier, vol. 110(C), pages 24-40.
    5. Khalid, Komal & Shaikh, Mughees & Khan, Taha & Rana, Osama & Hussain, Faraz, 2020. "Factors Impacting Social Commerce Use Intention," MPRA Paper 104590, University Library of Munich, Germany.
    6. Zehra Ece Serman & Julian Sims, 2023. "Source Credibility Theory: SME Hospitality Sector Blog Posting During the Covid-19 Pandemic," Information Systems Frontiers, Springer, vol. 25(6), pages 2317-2334, December.
    7. Razaz Waheeb Attar & Ahlam Almusharraf & Areej Alfawaz & Nick Hajli, 2022. "New Trends in E-Commerce Research: Linking Social Commerce and Sharing Commerce: A Systematic Literature Review," Sustainability, MDPI, vol. 14(23), pages 1-38, November.
    8. Dubey, Prince & Bajpai, Naval & Guha, Sanjay & Kulshreshtha, Kushagra, 2020. "Mapping gender and marital roles on customer delight by value perception for mobile technology in India," Technology in Society, Elsevier, vol. 62(C).
    9. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    10. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    11. Jie Lv & Cong Cao & Qianwen Xu & Linyao Ni & Xiuyan Shao & Yangyan Shi, 2022. "How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming," Sustainability, MDPI, vol. 14(14), pages 1-18, July.
    12. Zulal Isler & Meltem Kiygi-Calli & Maryam Oraiby, 2023. "Babbling through social media: A cross-country study mapping out social networks using eWOM intentions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-20, December.
    13. Jinjie Li & Jiayin Qi & Lianren Wu & Nan Shi & Xu Li & Yuxin Zhang & Yinyin Zheng, 2021. "The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO," IJERPH, MDPI, vol. 18(22), pages 1-19, November.
    14. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2022. "Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage," Sustainability, MDPI, vol. 14(22), pages 1-14, November.
    15. Cambier, Fanny & Poncin, Ingrid, 2020. "Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context," Journal of Business Research, Elsevier, vol. 109(C), pages 260-270.
    16. José Alberto Martínez-González & Eduardo Parra-López & Almudena Barrientos-Báez, 2021. "Young Consumers’ Intention to Participate in the Sharing Economy: An Integrated Model," Sustainability, MDPI, vol. 13(1), pages 1-21, January.
    17. Xia, Lan & Roggeveen, Anne L., 2020. "When it’s too good to be true: Consumers’ reactions and firms’ responses to unintended price mistakes," Journal of Business Research, Elsevier, vol. 114(C), pages 16-29.
    18. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.
    19. Pillai, Rajasshrie & Sivathanu, Brijesh & Rana, Nripendra P., 2025. "Unveiling virtual interactive marketplaces: Shopping motivations in the Metaverse through the lens of uses and gratifications theory," Journal of Business Research, Elsevier, vol. 190(C).
    20. Enzo Bivona & Federico Cosenz, 2021. "Designing a Multi‐Sided Platform business model assessment framework: a Dynamic Performance Management perspective," Systems Research and Behavioral Science, Wiley Blackwell, vol. 38(1), pages 93-107, January.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:epw:ejbmr0:v:4:y:2019:i:6:id:50095. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Support Team (email available below). General contact details of provider: https://eu-opensci.org/index.php/ejbmr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.