A study on relationship between brand loyalty and customer service in insurance companies companies. The case of Macedonia and Albania

Abstract

Despite of remarkable interests in the nature and role of marketing application from servicing perspective, there are limited researches on service branding. By describing four major aspects of service branding, present study studies these aspects and their impacts on service conceived quality and finally it investigates the impact of service conceived quality on customer loyalty. Represented model includes the impact of brand traditional image along with other three impacts, that is, company image, employees' confidence and company's confidence. By using a 100-subject sample of Albania and Macedonia Insurance Company's customers, the analyses show that brand image and company's image have direct and positive impact on service conceived quality while a significant relationship is not seen between company' confidence and employees' confidence with service quality. Finally, the aspects of service brand impacts indirectly on customers' loyalty via impacting on service conceived quality. The positive impact on brand image and company's image on service conceived quality are too important due to the fact these two service brand aspects are highly impacted by external marketing as well as the importance of external marketing and throughout campaigns for insurance company via radio, TV and other mass media. In one hand, since most insurance companies are similar in terms of pro vided services, one can distinguish the special brand of Albanian and Macedonian Insurance in terms of special discounts, discounts on simultaneous usage of several types of insurance, etc. On the other hand, increasing the accessibility to services throug h opening further affiliated branches and full explanations of insurance servicesthat are typically varied and detailedin guiding brochures and notebooks lead into customers' awareness and finally into a separated mindset and a positive and effective service brand for the company.