DETERMINANTS OF CUSTOMER RETENTION IN NYALA INSURANCE S.C.

Abstract

Customer retention plays a significant role for profitability and growth of a company. Accordingly, the aim of this study was determining the factors that affect customer retention in Nyala Insurance S.C. where its customer retention rate has been going down on an alarming rate. The study has analyzed the impact of selected independent variables, which are believed to have major impact in service rendering sector based on previous research findings. The determinant variables, which are satisfaction, trust, premium and switching barriers were selected based on the theoretical references made. The relevant data for the analysis of the research was gathered from a sample of 143, out of nearly 2,000 customers of NISCO Addis Ababa branches. Respondents were selected using convenience sampling method. The data was collected using a questionnaire comprised of 21 close-ended questions, mostly with Likert scale. The return rate was 90.2%. The data was analyzed on three layers. The demographic and univariate analysis was carried out using descriptive analysis; the bivariate analysis was computed using Pearson Correlation analysis; and, finally, binary logistic regression was used for the multivariate analysis. Major findings of the research showed that the attrition rate of the company still lies around 31.8%. Amongst the independent variables, trust is found to be the most significant factor in determining customer retention rate. Secondly, customer satisfaction is found to have a strong impact in affecting customers’ decision whether to stay or not. Premium price and switching barrier were found to have non-significant impact on retention. Based on these findings, a recommendation that stresses on developing trust and customer satisfaction has been forwarded.