Analyzing Antecedents of Customer Satisfaction and its Impact on Word Of Mouth Communication in Life Insurance Services

Author(s)

Hayan Dib , Asaad Aljumaa ,

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Volume 3 - April 2014 (04)

Abstract

Life insurance players have started realizing that their business depends on customer satisfaction, the purpose of this paper is to determine the antecedents and consequences of customer satisfaction in insurance services in Syria. In order to accomplish objectives of this research, a model has been proposed to reflect the influence of Perceived service quality, price satisfaction on image on customer satisfaction, and word of mouth, the model is tested by structural equations and the final sample is 400 clients of four insurance institutions. The findings Show that price satisfaction and image have a positive effect on customer satisfaction, and customer satisfaction has a positive effect on word-of- mouth. If insurance services have to compete through customer satisfaction, it is proven by this paper that the construct which most influences customer satisfaction in insurance services is the price satisfaction constructs, also it is proven that if the image rises, the customer satisfaction will increase, which is a prerequisite for positive word of mouth.

Keywords

Insurance services, Service Quality, Perceived Value, Satisfaction, Price Satisfaction, image, WOM. 

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