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首页> 外文期刊>Journal of Marketing and Consumer Research >Procedural Justice Complaints Resolution Strategies and Customer Satisfaction in Kenya’s Insurance Industry
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Procedural Justice Complaints Resolution Strategies and Customer Satisfaction in Kenya’s Insurance Industry

机译：程序性司法投诉肯尼亚保险业的解决策略和客户满意度

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Insurance industry is one of the world’s biggest and growing industries in the world and more so a cushion of the economy. Its stability and growth is therefore paramount to economic performance of countries including Kenya. However, with the increasing competition insurance companies have had to refocus on various strategies aimed at maintaining profitability. Maintaining a loyal customer base has seen insurance firms invest in various marketing strategies among them complaint resolution strategies so as to have an ever satisfied clientele. The purpose of this study therefore was to establish the effect of procedural justice customer complaint resolution strategies on customer satisfaction. The study employed an explanatory survey design and targeted 10 insurance companies based in Nakuru Town operating and licensed by the commission of Insurance in Kenya as at December 2014. The study targeted 186 customers of insurance services from a total population of 2400 customers. A self administered questionnaire was used to collect primary data. Descriptive and inferential tests such as Pearson correlation, Exploratory Factor Analysis and Multiple Regression Analysis were performed using SPSS. Exploratory factor analysis was used to validate and test the indicators of the preconceived complaints resolution variables. The study revealed four dimensions of complaint resolution strategies; Procedural justice strategies (Timing Communication, Decision control, and Effort) accounted for 56 % ( R) of the total variance hence justice theory on complaint resolution is valid in developing countries including Kenya. Results of the Hypothesis testing via multiple regression analysis indicated that procedural justice factors were significant (p<0.05) and accounted for 33.5% ( R 2 ) of customer satisfaction. The study concludes that customer complaints resolution strategies are an important feedback mechanism to establish customer satisfaction levels and insurance firms are therefore advised to invest in them. Further, the study recommends that Timing, Effort, Decision Control and communication related strategies should be pursued by business firms in the insurance industry. A comparative study with special emphasis on managers’ perspectives could as well be undertaken.
机译：保险业是世界上最大的，正在成长的行业之一，更是经济的缓冲。因此，其稳定和增长对包括肯尼亚在内的国家的经济表现至关重要。但是，随着竞争的加剧，保险公司不得不重新关注旨在保持盈利能力的各种策略。保持忠实的客户群已使保险公司投资于各种营销策略，其中包括投诉解决方案，以使客户满意。因此，本研究的目的是确定程序正义的客户投诉解决策略对客户满意度的影响。这项研究采用了一种解释性调查设计，针对截至2014年12月在肯尼亚纳库鲁镇经营并获得保险委员会许可的10家保险公司。该研究针对2400名客户中的186名保险服务客户。自我管理的调查表用于收集主要数据。使用SPSS进行了描述性和推论性测试，例如Pearson相关性，探索性因子分析和多元回归分析。探索性因素分析用于验证和测试先入为主的投诉解决变量的指标。该研究揭示了投诉解决策略的四个方面。程序正义策略（时间沟通，决策控制和努力）占总差异的56％（R），因此，有关投诉解决的正义理论在包括肯尼亚在内的发展中国家均有效。通过多元回归分析进行的假设检验的结果表明，程序正义因素是重要的（p <0.05），占客户满意度的33.5％（R 2）。研究得出结论，客户投诉解决策略是建立客户满意度的重要反馈机制，因此建议保险公司对其进行投资。此外，研究建议保险业中的商业公司应采用与时机，努力，决策控制和沟通相关的策略。也可以进行一项比较强调管理者观点的比较研究。

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