Service excellence as a source of competitive advantage in medical aid insurance industry of Zimbabwe

Tapiwa Takundwa, Audrey Bowora, Robson Mugutso

Abstract


The aim of the research was to find out if service excellence would lead to a competitive advantage to firms in the medical heathy insurance industry of Zimbabwe. The objectives of the study were to establish if delivering the promise leads to customer satisfaction in medical heathy insurance of Zimbabwe, to investigate the effects of going an extra mile on market share in medical heathy insurance of Zimbabwe, and to ascertain if empathy in service industry leads to better customer loyalty medical healthy insurance of Zimbabwe. A sample of 100 respondents was selected using convenience sampling method. Data was collected using a questionnaire. The results showed that there is a correlation of 0.657, showing a positive correlation between delivering the promise and customer satisfaction. The results shows that there is a 0.8 significance meaning there is a strong positive correlation between going an extra mile and increase in market share. The results of showed that there is also a strong positive correlation between empathy and consumer loyalty in the medial healthy insurance industry of Zimbabwe. It is therefore recommended that companies in the medical health insurance must deliver the promises the give to customers in Zimbabwe and also It is therefore recommended that companies in the medical healthy insurance should provide more than their promise to gain market share in Zimbabwe.


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