A conceptual framework proposition for customer loyalty in the short-term insurance industry - A South African perspective

Abstract

The purpose of the study was to investigate CRM and its influence on customer loyalty at selected short-term insurance providers in Gauteng. The target population included all South Africans who currently have a policy with at least one of the selected short-term insurance providers, namely: Outsurance, Santam, Telesure and Hollard. The convenience sampling method was applied and samples of 500 respondents were selected. Personal interviews were conducted with respondents and a structured questionnaire was used for the gathering of data.The statistical analysis that was used in the study included a multiple regression analysis to test the hypotheses formulated for the study and an analysis of variance test (ANOVA). The study indicated that a significant positive relationship exists between conflict handling and CRM at four selected short-term insurance providers. It was also indicated that a significant negative relationship existed between commitment and CRM. It was evident that no relationship existed between trust and two-way communication and CRM. The study also revealed that a strong relationship existed between CRM and customer loyalty at the four selected short-term insurance providers in South Africa. Key words: Short-term insurance organisation, customer relationship management, customer loyalty, trust, commitment, two-way communication, conflict handling.