Factors affecting customer satisfaction for medical aid customers. The case study of Cimas Medical Aid Society.
Abstract
This study aimed to establish the factors that affect customer satisfaction for medical aid
customers. It intended to figure out the relationship between independent variables (service
quality, price, welcoming and handling customer complains, customer oriented culture,
perceived value, customer expectations, brand image) and dependent variable (customer
satisfaction) for medical aid customers in Glen view , Harare, Zimbabwe. The study was a
survey of customers and as part of the methodology, both causal and descriptive research designs
were adopted for the study. The researcher made use of both stratified and convenience sampling
and the total population was divided into stratums using stratified sampling whereby respondents
were classified according to location that is where they reside. Convenience sampling was then
adopted to select respondents and the total sample comprised of 60 respondents. The
questionnaire was used for data collection and the quantitative research method was utilized. The
data was analysed using Microsoft excel and SPSS statistics version 21. After applying
descriptive statistics a significant relationship was found among variables. The major findings
based on the formulated hypotheses revealed that most important factors affecting customer
satisfaction in the medical aid industry were service quality and customer expectations. Some
recommendations were made and among the major recommendations were the need for Cimas to
commit to any promise given by their representatives to a customer and the need to fulfil that
promise to ensure that expectations are fulfilled and the need for Cimas to improve the quality of
service delivery.
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