Insurance companies in general have the dual challenge of driving more satisfying relationships and Connections with customers, while balancing their need to make the business-critical decisions that impact their survival. Insured, if not satisfied is bound to test competitors. The new millennium in Insurance Industry has thrown the biggest challenge of handling ‘Customer Satisfaction’ & in turn ‘Customer Concerns’ (Johri, 2009). As Peppers and Rogers, (2002) assert, “Capturing and sustaining market advantage in this fiercely competitive industry hinges on the ability to understand and leverage the industry’s most valuable asset – the customers” (as cited in Oduro- Senyah and Sobotie, 2009 p. 9). The customer is the only source of the company’s present profit and future growth (Gray and Byun, 2001 as cited in Oduro-Senyah and Sobotie, 2009).
According to the International Consumer Movement, consumers have eight basic rights which include: right to satisfaction; right to information; right to choose; right to basic goods and Services; right to be heard; right to redress; right to consume education; and right to a safe and clean environment. In insurance industry Customer satisfaction comes with the quality of service delivery. According to Gummesson (1992), regarding in service there is a humanistic... [continues]
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