The effect of relationship marketing on customer satisfaction in insurance agencies

Abstract

The research aims to determine the effect of relational marketing on customer satisfaction in insurance agencies. The research is a quantitative study, and the survey method was used. The applied questionnaire was composed of scales whose reliability and validity was proven in the literature. In this context, the data for the research was obtained by questionnaire from consumers in Antalya between September-November 2019 and using home or car insurance services in insurance agencies. The data obtained from the questionnaires conducted with 461 participants were evaluated in the SPSS 25.0 package program, and regression analyses were carried out in line with the research purpose. First, the scale was subjected to factor analysis, and Cronbach Alpha values were calculated. According to the results, the scale is reliable and valid. Then, the means of the scale items were calculated. According to the results of the mean analysis, it can be said that the perceptions of the participants regarding the competence of the insurance agency they receive service from are higher than the other dimensions. According to the results of the regression analysis, trust, communication commitment, and competence, which are four dimensions of relational marketing in insurance agencies, have a positive effect on customer satisfaction.