IMPACT OF SERVICE MARKETING MIX ON CUSTAMER SATISFACTION: IN THE CASE OF AWASH INSURANCE COMPANY S.C

Abstract

The aim of this study was to investigate the impact marketing service mix on customer satisfaction, in case of Awash Insurance Company. Data were collected from four Branches of AIC (Bole, Finfine, shger Addis ababa and pazza). Method use to analysis of the data both primary and secondary data are used the primary data are collected form questioner and interview I am try to distributed 370 questioner in four branch out of this A sample 312 respondents from the four branches are addressed through questionnaires. The collected data were analyzed using statistical tools such as descriptive statistics, correlation, and multiple regression analysis. The results of the study revealed that there is a positive and moderate relationship between customer satisfaction and marketing service mix.In addition to this, the study examined impact of marketing service mix while the role of each marketing mix have significant impact. Moreover; it is found that relationship the marketing service mix has more impact than the other variables addressed in this study. Furthermore, the variables used in this study, (customer satisfaction, service quality and relationship quality) significantly explain the variations in customer loyalty.