Influence of service assurance on customer satisfaction across Kenyan insurance companies

A multi-level data analysis approach

Abstract

This study sought to determine the influence of service assurance on customer satisfaction in the insurance industry in Kenya. The latent variable assurance was measured using four manifest variables namely, Employees instill customer confidence; Customers feel safe to transact with the company; Employee Politeness and Provision of adequate information on service requested. A descriptive research design was adopted and a multi-stage sampling technique was used to sample 400 policyholders from 19 composite insurance companies in Kenya. Primary data was collected using a structured questionnaire. A pilot test was conducted to check the reliability and validity of the questionnaire. Data analysis was performed using inferential statistics. R-Gui was the leading statistical software. The study applied linear mixed-effect models of structural equation modeling (SEM) considering the multi-level structure of the data collected. Multi-level analysis was adopted to determine whether service assurance contributed to the variation in levels of customer satisfaction across insurance companies. A significant fixed effect coefficient estimate of 0.696 was established, implying that increasing the levels of Service Assurance as perceived by a customer by one unit would increase the level of Customer Satisfaction by 0.696. The study concluded that a client who perceives Service Assurance from their insurer is bound to have higher satisfaction than a customer who does not perceive it. Employee Assurance, however, was found not to significantly affect the variations in customer satisfaction across the insurance companies. The study recommended that insurance firms invest in service assurance to achieve maximum customer satisfaction.