A RESEARCH ON DETERMINING THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION, LOYALTY AND RELIABILITY IN INSURANCE BUSINESSES

Abstract

With the benefits that the customer satisfaction concept that has become increasingly important in today's competitive conditions, has started to become a concept which is given priority by the business today. Customer satisfaction and customer loyalty which form the components of customer satisfaction have become very important for enterprises to sustain their entities and businesses have begun to seek ways to achieve these elements. Therefore, it has become very important to establish how relationship between customer satisfaction and customer loyalty in order to direct the activities of the business. The main objective of the study with all these narratives is to establish the relationship between customer satisfaction and customer loyalty in insurance businesses and to prepare a suitable basis for the application of these results. Considering the quality of the study, the number of samples has determined with % 95 confidence and % 7,5 sensitivity, and in this case, it has determined that the required number of samples is approximately 267. In the mentioned the survey was applied to 300 people, the answers of 274 people has consist of the analyse stage of analysis and findings with suitable quality the aim of the study after the elimination of the faulty and incomplete respondents. Statistical analyzes of the study data were conducted through the AMOS 24.0 program by using a structural equation model. As a result of the survey conducted, it was seen that there is a close relationship between customer satisfaction and customer loyalty.