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.