TITLE

Brand Loyalty in Insurance Companies

AUTHOR(S)
Roy, Sancharan
PUB. DATE
March 2012
SOURCE
Journal of Economic Development, Management, IT, Finance & Marke;Mar2012, Vol. 4 Issue 1, p12
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The globalization of competition, saturation of markets, and development of information technology have enhanced customer awareness and created a situation where long-term success is no longer achieved through optimized product, price, and qualities. This research is focused to determine the effects of brand value, which is perceived by customers based on the services offered by the insurance company preferred, on the level of loyalty towards insurance companies. This study was carried out based on descriptive research model. Analysis was employed in the study so that the extent to which the level of customer satisfaction about each of the services offered by insurance companies influences the level of customer loyalty to insurance companies can be determined.
ACCESSION #
67468711

 

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