Tjizumaue, Bianca; A iku, Sulaiman Olusegun
A icle
S uc u al de e minan s o cus ome loyal y among long-
e m insu ance consume s in Namibia
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Tjizumaue, Bianca; A iku, Sulaiman Olusegun (2024) : S uc u al de e minan s
o cus ome loyal y among long- e m insu ance consume s in Namibia, Cogen Business &
Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-23,
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S uc u al de e minan s o cus ome loyal y
among long- e m insu ance consume s in
Namibia
Bianca Tjizumaue & Sulaiman Olusegun A iku
To ci e his a icle: Bianca Tjizumaue & Sulaiman Olusegun A iku (2024) S uc u al
de e minan s o cus ome loyal y among long- e m insu ance consume s in Namibia, Cogen
Business & Managemen , 11:1, 2419494, DOI: 10.1080/23311975.2024.2419494
To link o his a icle: h ps://doi.o g/10.1080/23311975.2024.2419494
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Ma ke ing | esea ch a icle
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2419494
S uc u al de e minan s o cus ome loyal y among long- e m
insu ance consume s in Namibia
Bianca jizumauea and sulaiman Olusegun a ikub,c
aDepa men o Ma ke ing, Logis ics and spo Managemen , namibia uni e si y o science and echnology, Windhoek,
namibia; bHa old Pupkewi z g adua e school o Business, namibia uni e si y o science and echnology, Windhoek, namibia;
cDepa men o economic and Business sciences, Wal e sisulu uni e si y, M ha ha, sou h a ica
ABSTRACT
cus ome sa is ac ion, e en ion, and loyal y a e essen ial o a posi i e e u n on sales
in he insu ance indus y. his s udy examines he key de e minan s o cus ome loyal y
among long‑ e m insu ance consume s in namibia. he media ing ole o cus ome
sa is ac ion was also examined in he ela ionship be ween he speci ied exogenous
a iables and cus ome loyal y. a quan i a i e app oach was adop ed using a
c oss‑sec ional su ey o es ablish he s uc u al de e minan s o loyal y among
long‑ e m insu ance consume s in namibia. an explana o y esea ch design was
inco po a ed o explain he media ing ole o cus ome sa is ac ion in he ela ionship
be ween cus ome awa eness and cus ome loyal y, cus ome p o ec ion and cus ome
loyal y, as well as se ice quali y and cus ome loyal y in namibia. he a ge popula ion
(18,205) o his s udy comp ised consume s o long‑ e m insu ance p oduc s in
Windhoek, namibia. a s uc u ed ques ionnai e was adminis e ed o 406 esponden s
using a con enience sampling echnique. he o mula ed hypo heses we e assessed
using a iance‑based s uc u al equa ion modeling. he esul s show ha cus ome
sa is ac ion exe s a di ec e ec on cus ome loyal y, while cus ome p o ec ion and
se ice quali y exe an indi ec in luence on cus ome loyal y in he insu ance indus y.
he e o e, e o s should be gea ed owa ds cus ome awa eness o long‑ e m insu ance
p oduc s o enhance he up ake o such p oduc s o cus ome sa is ac ion and
cus ome loyal y in he insu ance indus y.
1. In oduc ion
Ma ke s wo ldwide a e mo e se ice o ien ed hese days since he se ice indus y plays a signi ican ole
in many economies. compe i ion has howe e also been in ense in he global se ice indus y hus
making success ul companies mo e elian on a sound unde s anding o hei cus ome s’ needs (hosseini
& sa a i‑Moghadam, 2017). se ice p o ide s do no consis en ly succeed in ensu ing cus ome sa is ac‑
ion; howe e , when cus ome s a e sa is ied, se ice p o ide s a e mo e likely o achie e cus ome loyal y
(Ba shan e al., 2017). he se ice p o ide s he e o e aim o ensu e ha he cus ome s emain loyal since
cus ome e en ion is mo e cos e ec i e han acqui ing new cus ome s. se ice p o ide s who p o ide
quali y se ice a e he e o e gua an eed o ha e sa is ied cus ome s who will emain loyal o hem
(Demi e al., 2015).
acco ding o kama i (2017), despi e he longs anding p esence o long‑ e m insu ance companies
in namibia, consume s emain inadequa ely p o ec ed and lack su icien awa eness o hei igh s and
op ions. he ma ke s he e o e end o exploi he igno ance o consume s since ewe consume s a e
awa e o he p oduc s and bene i s o hese p oduc s and hey a e also no awa e o hei igh s,
some imes unable o make in o med decisions. he in angible cha ac e is ics o se ices pose
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT sulaiman olusegun a iku oluseguna [email protected] Ha old Pupkewi z g adua e school o Business, namibia uni e si y o
science and echnology, Windhoek 13388, namibia
h ps://doi.o g/10.1080/23311975.2024.2419494
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 4 augus 2024
e ised 18 sep embe
2024
accep ed 16 Oc obe
2024
KEYWORDS
cus ome awa eness;
cus ome loyal y;
cus ome p o ec ion;
cus ome sa is ac ion;
se ice quali y
SUBJECTS
Business, Managemen
and accoun ing; s a egic
Managemen ; Ma ke ing
2 B. JiZUMaUe anD s. OlUsegUn a ikU
signi ican challenges o consume s, as hey can only ealize he bene i s o hese p oduc s a e an
e en akes place. consequen ly, indi iduals seeking long‑ e m insu ance policies equi e enhanced
p o ec ion, as well as g ea e access o in o ma ion and unde s anding ega ding he p oduc s hey
in end o acqui e, gi en he inhe en na u e o hese in angible insu ance o e ings (a dic e al., 2011).
Malady (2016) claims ha consume p o ec ion egula ion is c i ical in ensu ing inancial inclusion
because i ensu es ha companies a e mo e hones and open abou he p oduc s, hey a e o e ing
which hen assis s he consume s in making he igh pu chasing decisions. consume s wi h limi ed
skills, knowledge, and awa eness could su e consequences such as inancial mis akes, which could
esul in a loss o income (Malady, 2016). he e o e, i is impe a i e o o ganiza ions o con ey in o ‑
ma ion abou hei p oduc s as a componen o hei p omo ional s a egies (ko le & a ms ong,
2017). es ablishing consume awa eness is c ucial o any o ganiza ion, as i ensu es ha po en ial
cus ome s a e in o med abou he a ailable p oduc s and ha he bene i s o hese p oduc s a e
clea ly communica ed. his cla i y enables consume s o make in o med and in elligen pu chasing
decisions.
Un ai ade p ac ices a e common in he namibian economy and mos consume s ha e limi ed
knowledge abou aluable in o ma ion such as o which o ices hey a e o consul when hey ha e been
w onged, hus esul ing in hem being exploi ed by se ice p o ide s (amunke e, 2013). Mo eso, he e is
a lack o a well‑s uc u ed consume p o ec ion amewo k in namibia which esul s in a ious ins i u‑
ions p o iding mechanisms o a e p ejudice o consume igh s (schle wein, 2013). he namibia
Financial ins i u ions supe iso y au ho i y (naMFisa) is one o he ins i u ions ha explici ly unde akes
consume awa eness p og ams abou long‑ e m insu ance companies. Despi e such in e en ions, he e
a e s ill se ice p o ide s in he long‑ e m insu ance sec o who a e exploi ing hei consume s (gibson
e al., 2011). some o he insu ance companies e en o e poo and unsa is ac o y se ices o hei con‑
sume s in namibia (adeline, 2022). he in e es o he long‑ e m insu ance p o ide s is selling hei p od‑
uc s ins ead o keeping hei cus ome s sa is ied (Wanji u, 2013), hus he o ganiza ions a e iewed as
no being cus ome se ice o ien ed. he e o e, his led o endless complain s being submi ed o
naMFisa (kama i, 2017). his will ha e an ad e se e ec on he sa is ac ion o long‑ e m insu ance con‑
sume s in namibia.
cus ome sa is ac ion is ega ded as a pe o mance measu e and i is an ou come o he sup emacy
o he cus ome expe ience, which co e s he a ious aspec s a ound he b each be ween cus ome
expec a ions and he ac ual cus ome expe ience (Milne & Fu nham, 2017). cus ome sa is ac ion has
a signi ican in luence on cus ome loyal y, which inc eases p o i s (Madikwe, 2015). consume sa is ac‑
ion is he ul ima e key o se ice p o ide s o ensu e a i m’s pe o mance since i is he o al assess‑
men o he consume expe ience and o en leads o consume loyal y (gizaw & Pagidima i, 2014;
naza i e al., 2012). companies in he insu ance indus y a e mo e sales o ien ed and do no engage
in he ma ke ing concep hus esul ing in ailu e o ensu e hei cus ome s a e sa is ied and emain
loyal o he o ganiza ion. Mo eo e , he in angible na u e o insu ance p oduc s adds a laye o com‑
plexi y because hese p oduc s canno be seen, el , ouched, o as ed making i challenging o cus‑
ome s o make in o med pu chasing decisions (alin i & Bab i, 2007).
he cu en s udy is essen ial in assis ing long‑ e m insu ance companies in imp o ing consume
awa eness, consume p o ec ion, and se ice quali y o enhance cus ome sa is ac ion and loyal y in
namibia. gi en he abo e, he s udy he e o e aims o examine he s uc u al de e minan s o cus‑
ome loyal y among long‑ e m insu ance consume s in namibia. he se ice p o ide s wi hin he
long‑ e m insu ance indus y will ha e a be e unde s anding o how hei consume s pe cei e hei
se ices, wi h he hope ha s a egies will be de eloped o gua an ee cus ome sa is ac ion and
loyal y.
he emaining sec ions o his schola ly wo k ocus on backg ound heo y and a li e a u e e iew on
cus ome awa eness, cus ome p o ec ion, se ice quali y, cus ome sa is ac ion, and cus ome loyal y.
he subsequen sec ion co e s he me hods, esea ch p ocedu e, pa icipan s, measu emen scale
adop ed in he s udy, and da a analysis p ocedu es. in he esul s sec ion, he e is a discussion o he
indings, poin ing ou he heo e ical con ibu ion and p ac ical implica ions o he s udy. in he las
sec ion, we poin ou he limi a ions o he s udy and p opose u u e esea ch di ec ions, as well as he
conclusion.
cOgen BUsiness & ManageMen 3
2. Li e a u e e iew and hypo heses de elopmen
2.1 Backg ound heo y
he heo y adop ed o unde s and and examine he s uc u al de e minan s o cus ome loyal y in insu ‑
ance companies is he expec ancy Discon i ma ion heo y (eD ). he eD posi s ha consume s’ le el o
sa is ac ion is de e mined by he disc epancy be ween hei expec a ions and hei pe cep ions o he
p oduc ’s pe o mance, wi h expec a ions se ing as o ecas s o u u e pe o mance (aigba boa &
hwala, 2013). he heo y holds ha i he cus ome had high expec a ions abou a p oduc and he
p oduc pe o mance as expec ed he cus ome is likely o ha e a highe sa is ac ion as compa ed o
when he cus ome ’s expec a ion was low (aigba boa & hwala, 2013). O ganiza ions has been employ‑
ing he eD o ha e a be e unde s anding o consume s epu chase in en ions, hei sa is ac ion and
hei eason o complain s (Bha ache jee & P emkuma , 2004; hsu e al., 2006; Pa e son e al., 1997;
Picazo‑Vela, 2009).
Fu he mo e, he eD s ems om he ield o consume beha io , which posi s ha consume s hold
a ying expec a ions ega ding he quali y o se ice o e ed by p o ide s. hese expec a ions a e shaped
by se e al ac o s, including pe sonal expe iences wi h he se ice p o ide , ad e isemen s ela ed o he
o e ed p oduc , and wo d‑o ‑mou h in o ma ion abou he p o ide ’s se ices. as a esul , consume s
assess he quali y o se ices based on mul iple s anda ds, ul ima ely de e mining whe he hey a e sa ‑
is ied o dissa is ied wi h he se ice p o ided (Van yzin, 2013). Mo eo e , he ou come o he di e ence
in expec a ions can be nega i e o posi i e which means ha when he ou come is posi i e he pe o ‑
mance has exceeded he cus ome ’s expec a ions and wi h a nega i e ou come he pe o mance was
less han he cus ome ’s expec a ions.
Based on he eD he e is usually a mul i‑s age p ocess ha he cus ome s expe ience be o e hey
decide o epu chase he pa icula se ice (schwa z, 2011). a ce ain expec a ion is o med by he con‑
sume ega ding he se ices be o e hey a e o u ilize i bu consume s who p e iously used he se ice
a e howe e likely o ha e a mo e ealis ic expec a ion o he pe o mance o he p oduc , unlike
i s ‑ ime use s who a e likely o ha e expec a ions based on he a ious communica ion pla o ms o on
he wo d o mou h o e en based on he a ious ma ke ing ini ia i es o he se ice p o ide s. in he
inal s age, consume s will use he se ice hemsel es which will hen allow hem o make he judgmen
whe he hei expe ience ma ches hei ini ial expec a ions o he se ice hey ha e ecei ed
(schwa z, 2011).
Be o e pu chasing a p oduc o a se ice he expec a ion o desi e o he cus ome s comes om he
p e‑pu chase s age whe e he cus ome eels a need o expe ience a speci ic pe o mance o he p od‑
uc , hey a e planning on pu chasing and his can ela e o he quali y o he p oduc o se ice. he
pe cei ed pe o mance is howe e ela ed o he a e ‑pu chase pe iod ha he cus ome expe iences
a e pe cei ing a eal pe o mance o he pa icula se ice o p oduc ’s quali y. his some imes esul
in discon i ma ion o he expec a ion which could be posi i e o nega i e. hus, when he cus ome ’s
expec a ion is highe han he pe cei ed expec a ion he e will be a posi i e con i ma ion bu when he
cus ome pe cei ed he pe o mance o be wo se han he cus ome ’s expec a ion he esul will be a
nega i e con i ma ion (naeimeh & Bak i, 2012).
Fu he mo e, cus ome sa is ac ion is connec ed o he his o y o expec a ions, pe cei ed quali y,
and pe cei ed alue by he cus ome , as well as he complain s om cus ome s and cus ome loy‑
al y in gene al (chu chill & su p enan , 1982; Oli e , 1981). acco ding o ga ba ino and Johnson
(1999), an inc ease in consume con idence in se ice p o ide s o en inc eases cus ome sa is ac‑
ion. cus ome s, howe e , become us a ed and agg ie ed when hey do no ecei e he expe i‑
ence hey we e p omised, which hus esul s in dissa is ac ion (Oli e , 1997). Zamazalo á (2008)
pos ula es ha he key ac o s ha ha e an impac on cus ome sa is ac ion and can be used in
measu ing cus ome sa is ac ion a e ac o s such as he p oduc i sel , speci ically he quali y and
a ailabili y o he p oduc ; p ice based on how con enien i is o make he paymen s; dis ibu ion
and he image o he p oduc .
acco ding o a igan and ha ane (2019), cus ome sa is ac ion is a c ucial componen o inancial
pe o mance. howe e , ha ing dissa is ied cus ome s can nega i ely impac his pe o mance, as
4 B. JiZUMaUe anD s. OlUsegUn a ikU
dissa is ac ion may lead o a dec ease in sales and an inc ease in complain s om consume s. go e nmen
in e e ence and compe i o s’ esponses may con ibu e o e o s aimed a closing he ma ke gap by
de eloping new subs i u e p oduc s. kim (2007), howe e , emphasizes ha i companies a e ac i e and
ake cus ome sa is ac ion se iously, he e will be an inc ease in company g ow h. o ensu e cus ome
sa is ac ion, he e a e ou me hods used in measu ing he le el o cus ome sa is ac ion; he complain s
sys em, los cus ome analysis, cus ome sa is ac ion su eys, and ghos shopping (ko le & kelle , 2009). in
his s udy, se ice quali y and cus ome sa is ac ion a e he wo cons uc s ha a e linked o eD . i is
impo an o no e ha cus ome pe cep ions o o e all sa is ac ion ypically a ise om a compa ison
be ween hei p io expec a ions o se ice pe o mance and he ac ual pe o mance deli e ed.
consequen ly, o ganiza ions should align se ice deli e y wi h cus ome expec a ions o enhance sa is ac‑
ion (Van yzin, 2013).
2.2 Cus ome awa eness
consume awa eness has o do wi h he le el o in o ma ion p o ided o people abou wha hey a e
buying, which ela es o he p ices o he p oduc s as well as he bene i s o he p oduc s (sha ma,
2013). consume s mus do p ope esea ch on he p oduc s hey wan o pu chase so ha hey know
wha o expec when hey pu chase hem. consume s need o unde s and he signi icance o knowing
he pu chasing condi ions, he use o he p oduc s, and all he key de ails ha ela e o he speci ic
p oduc s so ha hey can make in o med decisions (kuma , 2016). c ea ing consume awa eness is
impo an o p o ec he in e es s o consume s by educa ing hem abou hei esponsibili ies and hei
igh s (syal & goswami, 2012).
Phukon (2016) claims ha consume s who lack awa eness o key ac o s such as ai p icing, p od‑
uc quali y, pe o mance, wa an y de ails, du abili y, a e ‑sales se ices, discoun s, and concessions
a e less likely o unde s and hei igh s and esponsibili ies as consume s. Makanyeza (2015) empha‑
sizes ha in o med consume s who ecognize hei igh s and esponsibili ies a e be e equipped o
make in o med pu chasing decisions and con iden ly demand quali y se ices, he eby educing he
isk o exploi a ion.
2.3 Cus ome p o ec ion
he egula ions ha a e in place o help consume s exe cise hei igh s conce ning he pu chase o
p oduc s and se ices is e med as consume p o ec ion (a eke & Ogbuji, 2017; süle, 2012). acco dingly,
he p ima y aim o consume p o ec ion is o ensu e ha consume s ecei e accu a e and pe inen
in o ma ion, enabling hem o make in o med pu chasing decisions. in all sec o s, consume p o ec‑
ion is an impo an phenomenon. consume s in insu ance sec o s a e p ima ily p o ec ed agains
un ai p ac ices, unwa an ed isk in insu ance con ac s, mis ep esen a ion o in o ma ion o bene i s
ela ed o he se ices o e ed, he con ac ual language used, ad e isemen s, p icing o he se ices
o e ed, he selling me hods used by he se ice p o ide s and agains paymen s o claims ( ennyson,
2016). clien s mus be p o ec ed when hey a e dealing wi h insu ance ad iso s because, when hey
lack knowledge o insu ance p oduc s, hey a e mo e likely o be ulne able o exploi a ion
(Mochesane, 2014). consume s who a e well in o med end o be mo e con iden in aising inqui ies
and complain s ega ding he se ices hey ha e ecei ed. When he in o ma ion p o ided o hem is
unclea , hey a e mo e likely o seek cla i ica ion. hese consume s a e p oac i e in exe cising hei
igh s. i is essen ial o consume s o become acquain ed wi h he company’s p o ile and amilia ize
hemsel es wi h ele an go e nmen policies o unde s and he p o ec i e measu es o legisla ion in
place o challenge se ice p o ide s when he p omised se ices a e no deli e ed (Mugobo &
Malunga, 2015). in his case, he namibia Financial ins i u ions supe iso y au ho i y (naMFisa) is he
only egula o o insu ance companies in namibia (Ba na d & sco , 2015). consume igh s a e o en
es ic ed because se ice p o ide s ail o include nega i e clauses in hei ag eemen o do no
adequa ely explain hese clauses o consume s p io o hei commi men o pu chasing a p oduc o
se ice (Dawids, 2010).
cOgen BUsiness & ManageMen 5
2.4 Se ice quali y
se ice quali y is a c ucial de e minan o cus ome sa is ac ion and loyal y. he se ice p o ide s should
commi hemsel es o imp o ing hei se ice quali y so ha hey can emain compe i i e in he ma ke
and a e able o ha e a compe i i e ad an age o e hei compe i o s (Ujakpa e al., 2017). i is essen ial
o se ice p o ide s o enhance cus ome sa is ac ion by deli e ing high‑quali y se ices. his imp o e‑
men will lead o inc eased cus ome e en ion, loyal y, and p o i abili y (singh e al., 2014). he pe cep‑
ion o se ice quali y can be enhanced by building cus ome us o ul illing p omises made o
cus ome s and being esponsi e o hei que ies and needs (Majo , 2017).
2.5 Cus ome sa is ac ion
he key pe o mance indica o in o ganiza ions which measu es whe he he p oduc s o se ices o e ed
mee o exceed cus ome expec a ion is cus ome sa is ac ion (sel a ani & Pa een, 2017). hence, se ice
p o ide s mus de elop p inciples and s a egies o ensu e cus ome sa is ac ion. Bo ah (2012) asse s
ha cus ome sa is ac ion is he p ima y di e en ia ing ac o among compe i o s in oday’s economy. o
p omo e and s eng hen cus ome loyal y, o ganiza ions mus p io i ize cus ome sa is ac ion. se ice
p o ide s should consis en ly wo k o es ablish endu ing ela ionships wi h hei cus ome s, suppo ed
by high‑quali y se ice. his app oach will lead o mee ing and su passing cus ome expec a ions and
sa is ac ion. (ganiyu, 2017). companies should manage and cons an ly moni o o measu e cus ome
sa is ac ion (ilieska, 2013). in p ac ice, main aining a high le el o cus ome sa is ac ion is a challenging
endea o , as i in ol es conside ing a ious ac o s, such as p o iding high‑quali y p oduc s and cul i a ‑
ing s ong ela ionships wi h cus ome s. (khadka & Maha jan, 2017).
Fu he mo e, when companies implemen and main ain e icien wo‑way communica ion channels,
o ganiza ions a e mo e likely o imp o e cus ome p oduc knowledge and, in he p ocess, educe any
u u e eg e s among cus ome s and inc ease cus ome sa is ac ion ( ue enach , 2018). companies mak‑
ing e o s o sa is y hei cus ome s a e he ones ha a e succeeding in business, as sa is ied cus ome s
also assis in gaining a high ma ke posi ion (khadka & Maha jan, 2017). sa is ied cus ome s end o
sugges a speci ic se ice p o ide o new cus ome s (khadka & Maha jan, 2017). i is he e o e impo an
o companies o conduc cus ome sa is ac ion su eys a egula in e als o p io i ize ac o s in luenc‑
ing cus ome sa is ac ion and loyal y (Vazi ehdus & Fa okhian, 2013). a undamen al componen o cus‑
ome sa is ac ion is quali y excellence, which is ypically assessed by compa ing he o e all quali y o
he se ice deli e ed wi h he quali y ha was an icipa ed (chadya e al., 2014).
2.5.1 Cus ome awa eness and cus ome sa is ac ion
cus ome sa is ac ion o igina es om assessing he an icipa ed pe o mance agains he eal pe cei ed
pe o mance and he p ice he consume pays o ob ain he p oduc (abedi & Jahed, 2020). cus ome s
who a e sa is ied a e less likely o swi ch se ice p o ide s o b ands (ha za iona & syah, 2020; nikou &
Malekalke ab, 2020). When cus ome s a e sa is ied wi h he se ice hey ecei e, hey a e mo e inclined
o sha e hei posi i e expe iences wi h iends, colleagues, and ela i es. in mos ins ances, cus ome s
who a e sa is ied wi h he se ices hey ecei e end o ecommend he p oduc s o se ices o p ospec‑
i e cus ome s (Dominici & guzzo, 2010; na uhwe a, 2011). con e sely, i hey encoun e disappoin ing
se ice, hey a e likely o exp ess hei dissa is ac ion o a b oade audience, which can lead o a loss o
business o he o ganiza ion (Felix, 2017). al e na i ely, cus ome s who a e dissa is ied wi h he se ices
hey ecei e o en choose no o oice hei complain s; ins ead, hey end o seek se ices om com‑
pe i o s (has a e al., 2020). consume s wi h su icien awa eness o hei igh s a e mo e likely o make
in o med pu chasing decisions, which o en esul s in cus ome sa is ac ion and subsequen loyal y
(Makanyeza, 2015). he e alua ion o consume sa is ac ion and dissa is ac ion is in luenced no only by
indi idual expe iences bu also by he cus ome ’s awa eness o he company’s o e all s anding (Pé ez &
od íguez del‑Bosque, 2015). When consume s sha e in o ma ion abou hei expe iences wi h p oduc s
o b ands h ough s a emen s, his is e e ed o as wo d‑o ‑mou h, which is ypically an e ec i e
6 B. JiZUMaUe anD s. OlUsegUn a ikU
p omo ional me hod whe e he company is assessed by he consume ( ucke , 2011). consequen ly, se ‑
ice p o ide s should consis en ly s i e o sa is y hei cus ome s. Based on he li e a u e, his s udy
hypo hesizes ha :
h1: he e is a signi ican ela ionship be ween cus ome awa eness and cus ome sa is ac ion.
2.5.2 Cus ome p o ec ion and cus ome sa is ac ion
Une hical business p ac ices abou consume s a e mos ly associa ed wi h misleading in o ma ion o
decep i e ad e ising, con ac s ha ha e di icul clauses, and one‑sided con ac s, limi ing he liabili y
o he se ice p o ide ( eddy & ampe sad, 2012). insu icien consume educa ion and lack o awa e‑
ness ega ding hei igh s ende consume s ulne able o exploi a ion by companies (Mugobo &
Malunga, 2015). consume p o ec ion e o s should begin wi h educa ing consume s om an ea ly age.
his educa ion should no only be a c i ical componen o school cu icula bu should also be dissemi‑
na ed h ough ele ision and adio p og ams o maximize i s impac (Babaogul e al., 2010). he p o i‑
sion o high‑quali y se ices is essen ial o se ice p o ide s. hence, o ganiza ions should employ skilled
employees who can e icien ly manage claims, o e ai p ices o cus ome s, es ablish clea communica‑
ion channels, implemen e ec i e ad e ising s a egies, and u ilize ad anced echnology o enhance
se ice deli e y. hese p ac ices will lead o inc eased cus ome sa is ac ion (Myola, 2014). Based on he
exis ing li e a u e, his s udy hypo hesizes ha :
h2: he e is a signi ican ela ionship be ween cus ome p o ec ion and cus ome sa is ac ion.
2.5.3 Se ice quali y and cus ome sa is ac ion
se ice quali y can be es ablished when consume s judge a p oduc ’s o e all pe o mance as excellen
o supe io o o he compe ing p oduc s (Zei haml, 1988). cus ome pe cep ion o se ice quali y can be
measu ed by he quali y o se ices o e ed (i ulappan & Bincy, 2012). Fo ins ance, a iables such as
eliabili y, empa hy, angibili y, assu ance, and esponsi eness a e u ilized by o ganiza ions o assess se ‑
ice quali y, and hese ac o s ha e a posi i e impac on cus ome loyal y (Zhe e e al., 2015). ahayu
(2018) a gues ha compe i ion wi hin indus ies has in ensi ied, leading cus ome s o demand highe
se ice quali y, which in u n compels companies o con inuously imp o e and enhance hei se ices.
consequen ly, se ice quali y eme ges as a key s a egy in a compe i i e landscape (Be y e al., 1988),
since he e is a signi ican posi i e ela ionship be ween se ice quali y and cus ome sa is ac ion (Za a
e al., 2012). he e o e, his s udy hypo hesizes he ollowing:
h3: he e is a signi ican ela ionship be ween se ice quali y and cus ome sa is ac ion.
2.6 Cus ome loyal y
cus ome loyal y is demons a ed when cus ome s consis en ly choose o pu chase om he same se ‑
ice p o ide , e en in he p esence o al e na i e op ions ( anabha , 2018). loyal cus ome s se e as he
p ima y sou ce o new cus ome s o se ice p o ide s h ough posi i e wo d‑o ‑mou h, and hese loyal
cus ome s a e also associa ed wi h inc eased p o i abili y. a sa e al. (2010) asse ha mos companies
cen e hei ma ke ing s a egies on p omo ing cus ome loyal y due o he in ense compe i ion hey
ace. Mo eo e , companies commi o o e ing a di e se ange o se ices and enhancing hei cus ome
se ice by le e aging hei se ice s anda ds and echnology (Wilson e al., 2020).
he ou comes o cus ome loyal y ex end beyond epea pu chases and posi i e publici y; hey also
signi ican ly in luence p io i y‑based p e e ences and c oss‑buying in en ions o he se ice p o ide ( ai
& Medha, 2013). he p ima y goal o se ice p o ide s is o cul i a e and sus ain loyal cus ome s. o
achie e his c i ical objec i e, hey mus o e cus ome s special bene i s and ensu e imely communica‑
ion o essen ial in o ma ion (Du Plessis & obe s‑lomba d, 2013). acco ding o anabha (2018), while
cOgen BUsiness & ManageMen 7
cus ome sa is ac ion and loyal y a e in e connec ed, no all cus ome s emain loyal o he same se ice
p o ide o b and. he yan o (2011) con ends ha cus ome s a e mo e likely o emain loyal o a se ice
p o ide when hey a e sa is ied, which is in luenced by hei expec a ions and he pe o mance o he
p oduc . consequen ly, cus ome s end o eel sa is ied when p oduc pe o mance exceeds hei expec‑
a ions, while dissa is ac ion a ises when pe o mance alls sho o hose expec a ions.
2.6.1 Cus ome awa eness and cus ome loyal y
companies usually p o ide p omo ional s a egies, which o en assis in educa ing cus ome s abou
p oduc s o se ices, and cus ome s a e expec ed o con ac he se ice p o ide should hey expe ience
any un ai ea men by sales ep esen a i es o any nega i e issues once hey ha e pu chased he p od‑
uc o se ice (Mwaka umbula e al., 2015; Pi a heepan & Pushpana han, 2013). cus ome s who a e well
in o med usually demand high‑quali y se ices ( osmayani & Ma da illah, 2016). When he se ice is o
supe io quali y o consume s, hey a e mo e likely o make ano he pu chase decision when hey had
a pleasan expe ience wi h he speci ic se ice p o ide . consume s end o be mo e loyal o a se ice
p o ide when hey a e awa e o he b and h ough ad e ising and cons an publici y (Vala i, 2014). he
s udy he e o e hypo hesizes ha :
h4: cus ome awa eness has a signi ican di ec in luence on cus ome loyal y.
2.6.2 Cus ome p o ec ion and cus ome loyal y
cus ome loyal y is a p o ound psychological inclina ion ha d i es cus ome s o consis en ly pa onize
a speci ic se ice p o ide , pa icula ly hose who a e sa is ied wi h he se ices ecei ed, and a e likely
o e u n epea edly o he same p o ide (a eke & isaac, 2020). as compe i ion in ensi ies, companies
should ensu e hei sus ainabili y by e aining cus ome s, wi h b and awa eness se ing as a c ucial ool
o enhancing loyal y (se iawan e al., 2023). he e m ‘consume p o ec ion’ e e s o he a ay o egu‑
la o y and non‑ egula o y measu es implemen ed o add ess a ious ma ke ailu es ha expose con‑
sume s o losses ela ed o un ai business p ac ices (Mugobo & Malunga, 2015). i is essen ial o
consume s o ecei e accu a e in o ma ion abou he p oduc s hey a e pu chasing and o unde s and
he e ms and condi ions o he ansac ions hey engage in wi h selle s (a eke & isaac, 2020). loyal
cus ome s ypically pu chase mo e, a e willing o pay highe p ices, and a e likely o ecommend he
se ice p o ide ’s p oduc s o o he s. hus, cus ome loyal y is i al o he ma ke ing success o he
se ice p o ide . cus ome s expec ai con ac s, imely in o ma ion abou p oduc s, and a o able e ms
and condi ions; hese se ices will ul ima ely con ibu e o hei loyal y (Wokoma & o uyouyei, 2019).
he s udy hypo hesizes ha :
h5: cus ome p o ec ion has a signi ican in luence on cus ome loyal y.
2.6.3 Se ice quali y and cus ome loyal y
cus ome loyal y is in luenced by ac o s, such as se ice quali y, co po a e image, and cus ome sa is‑
ac ion (O ozco & ca azos, 2017). Fo example, loyal cus ome s a e bene icial o an o ganiza ion since
hey add economic alue when hey con inuously pu chase se ices om he se ice p o ide . io dano a,
2017) s a ed ha cus ome loyal y go e ns business success because when cus ome s a e loyal o se ice
p o ide s, hey a e likely o inc ease hei p o i s. Budian o (2019) u he expounds ha he signi icance
o cus ome loyal y in any business is ha i inc eases he se ice p o ide ’s sales. a us and abach
(2013) a i m ha i is expensi e o acqui e new cus ome s compa ed o main aining he exis ing ones
because once cus ome s a e loyal o a ce ain se ice p o ide and sa is ied, hey a e less likely o swi ch
se ice p o ide s. Ob aining new cus ome s can be an expensi e exe cise as well, bu main aining exis ‑
ing cus ome s may lead o amo iza ion o acquisi ion cos s (nguyen e al., 2016). se ice p o ide s who
ha e loyal cus ome s a e always able o enjoy a compe i i e ad an age o e o he se ice p o ide s
(Makanyeza, 2015). eliabili y, angibili y, and empa hy a e he h ee dimensions o se ice quali y ha
14 B. JiZUMaUe anD s. OlUsegUn a ikU
(β = 0.420, p < .001, n = 406) ha e signi ican indi ec e ec s on cus ome loyal y in namibia. his means ha
cus ome awa eness (β = 0.046, p > .05, n = 406) has no signi ican indi ec e ec on cus ome loyal y based
on empi ical e idence om he long‑ e m consume s o insu ance p oduc s in namibia. Judging he esul s,
one can deduce ha cus ome awa eness exe s no signi ican di ec o indi ec e ec s on cus ome loyal y.
While cus ome p o ec ion and pe cei ed se ice quali y did no exe a signi ican di ec in luence on
cus ome loyal y, hese a iables (cus ome p o ec ion and pe cei ed se ice quali y) exe ed a signi ican
indi ec in luence on cus ome loyal y h ough cus ome sa is ac ion.
ha ing conside ed he s anda dized be a loadings o es ablish he signi ican con ibu ions o he
h ee independen a iables and he media ing a iable on cus ome loyal y, he esul s show ha cus‑
ome p o ec ion and pe cei ed se ice quali y explained 74.8% o he a iance in cus ome sa is ac ion
( = 0.748, F = 2.748, p < .001). Mo e so, cus ome p o ec ion, pe cei ed se ice quali y, and cus ome sa ‑
is ac ion a e he majo de e minan s o cus ome loyal y ( = 0.633, F = 1.437, p < .001) in insu ance com‑
panies. his implies ha cus ome p o ec ion, pe cei ed se ice quali y, and cus ome sa is ac ion
explained 63.3% o he a iance in cus ome loyal y. Judging om he be a loadings epo ed in Figu e
1, cus ome sa is ac ion (β = 0.616, p < .001, n = 406) made he mos signi ican con ibu ion in he eg es‑
sion model, compa ed o o he signi ican de e minan s o cus ome loyal y. he decisions eached based
on he esea ch hypo heses o mula ed in his s udy a e epo ed in able 3.
he esul s epo ed in able 3 show ha i e ou o he en hypo heses o mula ed in his s udy we e
suppo ed. his implies ha cus ome p o ec ion exe s a di ec in luence on cus ome sa is ac ion (h2)
in namibia. se ice quali y has a signi ican in luence on cus ome sa is ac ion (h3), based on empi ical
e idence in namibia. he esul s show ha he e is a s ong posi i e ela ionship be ween cus ome
sa is ac ion and loyal y among long‑ e m insu ance cus ome s (h7) in namibia. in e ms o he media ing
ole o cus ome sa is ac ion, he esul s show ha cus ome sa is ac ion media es he ela ionship
be ween cus ome p o ec ion and cus ome loyal y (h9) in namibia. simila ly, cus ome sa is ac ion
media es he ela ionship be ween se ice quali y and cus ome loyal y (h10) in namibia. he e alua ion
o he p edic i e powe o he esea ch model is p esen ed in able 4.
he esea ch model demons a es s ong p edic i e accu acy and powe o he inal endogenous
a iable (cus ome loyal y) wi h an R2 o 0.633 and a Q2 o 0.375. his indica es ha he model possesses
high p edic i e accu acy and explana o y powe . Fu he mo e, a p edic i e e alua ion p ocess (shmueli
e al., 2016) was conduc ed o assess he model’s p edic i e capabili y by examining each indica o o
he inal endogenous a iable. gi en ha all indica o s o he inal endogenous a iable exhibi ed a
symme ical dis ibu ion, he oo Mean squa e e o o app oxima ion ( Msea) was u ilized ins ead o
Table 2. assessmen o disc iminan alidi y.
Disc iminan alidi y o Fo nell–La cke ’s c i e ion
La en a iable Ca CL CP Cs sQ
Cus ome awa eness (Ca) 0.708a
Cus ome loyal y (CL) 0.292 0.722
Cus ome p o ec ion (CP) 0.241 0.540 0.723
Cus ome sa is ac ion (Cs) 0.344 0.589 0.629 0.751
se ice quali y (sQ) 0.310 0.706 0.541 0.736 0.796
ano e: Diagonals in bold a e he squa e oo s o aVe.
Disc iminan alidi y e alua ion by H M a io
La en a iable CL Ca CP Cs sQ
Cus ome awa eness (Ca) 0.297
Cus ome p o ec ion (CP) 0.596 0.239
Cus ome sa is ac ion (Cs) 0.747 0.343 0.633
se ice quali y (sQ) 0.709 0.311 0.542 0.740
CL: Cus ome loyal y
Collinea i y e alua ion be ween he p edic o cons uc s by inne ViF alues
La en a iable CL Cs
Cus ome awa eness (Ca) 1.626 1.589
Cus ome p o ec ion (CP) 2.377 2.124
Cus ome sa is ac ion (Cs) 2.573 –
se ice quali y (sQ) 1.665 1.709
CL: Cus ome loyal y.
cOgen BUsiness & ManageMen 15
he Mean absolu e e o (Mae). he esul s indica e ha he p edic ion e o ( Mse) was lowe o he
cus om model compa ed o he linea model (lM) benchma k epo ed in able 4. Judging om he
posi i e Q2 alues o all indica o s, combined wi h he lowe p edic ion e o s, one can conclude ha
he cus om model exhibi s high p edic i e powe . he e o e, he esea ch model demons a es s ong
p edic i e accu acy and powe , as e idenced by he high R2 and Q2 alues o he inal endogenous
a iable. he e a e lowe p edic ion e o s and posi i e Q2 alues o each indica o compa ed o he lM
benchma k when using he Pls p edic p ocedu e.
5. Discussion
s udies ha ha e examined he de e minan s o cus ome loyal y in he insu ance indus y ha e been
conduc ed in de eloped coun ies. hence, he e is a pauci y o esea ch on speci ic ac o s in luencing
cus ome loyal y in namibia, especially in he long‑ e m insu ance indus y. he e o e, his s udy was
conduc ed o ill his esea ch gap by examining he key de e minan s (cus ome awa eness, cus ome
p o ec ion, se ice quali y, and cus ome sa is ac ion) o cus ome loyal y in he insu ance indus y. his
esea ch is essen ial in add essing he issues o consume awa eness, consume p o ec ion, se ice qual‑
i y, cus ome sa is ac ion, and loyal y in he long‑ e m insu ance indus y. he esul s o his c oss‑sec ional
su ey o 406 long‑ e m insu ance cus ome s in namibia ha e implica ions o heo y, p ac ice, and
u u e cus ome loyal y esea ch in de eloping coun ies.
he s udy ound ha consume p o ec ion and se ice quali y ha e a signi ican posi i e in luence on
cus ome sa is ac ion in namibia’s insu ance indus y. he esul s sugges ha pe cei ed cus ome p o‑
ec ion and se ice quali y a e essen ial in enhancing le els o cus ome sa is ac ion in he insu ance
indus y. hese indings es ablish he ole o cus ome sa is ac ion in enhancing cus ome loyal y in he
insu ance indus y. cus ome p o ec ion and se ice quali y, on he o he hand, exe signi ican indi ec
e ec s on cus ome loyal y in he insu ance indus y. hough p e ious s udies show ha a signi ican
ela ionship exis s be ween cus ome awa eness and cus ome sa is ac ion (Makanyeza, 2015; Pé ez &
od íguez del‑Bosque, 2015), he indings om his s udy di e . he empi ical indings om he insu ‑
ance indus y in namibia e ealed ha he e is no signi ican posi i e ela ionship be ween cus ome
awa eness and cus ome sa is ac ion. his could be a ibu ed o he ac ha cus ome awa eness o a
speci ic insu ance p oduc wi hou an ac ual pu chase may no esul in cus ome sa is ac ion (nebo &
Okolo, 2016).
Table 3. Di ec and indi ec e ec s o key la en a iables.
Hyp Di ec e ec M sD Coe s a p Values Decision
H1 Ca -> Cs 0.075 0.047 0.075 1.604 .109 no suppo ed
H2 CP -> Cs 0.242 0.052 0.243 4.625 .000 suppo ed
H3 sQ -> Cs 0.684 0.047 0.681 14.622 .000 suppo ed
H4 Ca -> CL 0.018 0.057 0.017 0.307 .759 no suppo ed
H5 CP -> CL 0.068 0.070 0.068 0.973 .330 no suppo ed
H6 sQ -> CL 0.144 0.109 0.149 1.368 .171 no suppo ed
H7 Cs -> CL 0.621 0.117 0.616 5.275 .000 suppo ed
speci ic indi ec
e ec s M sD Coe s a p Values Decision
H8 Ca -> Cs -> CL 0.046 0.030 0.046 1.525 .127 no suppo ed
H9 CP -> Cs -> CL 0.150 0.043 0.149 3.475 .001 suppo ed
H10 sQ -> Cs -> CL 0.426 0.089 0.420 4.699 .000 suppo ed
M: Mean; sD: s anda d de ia ion
Table 4. P edic i e powe e alua ion using he PLs p edic algo i hm.
PLs LM RMse PLs <
indica o s RMse Q²p edic RMse RMseLM P edic i e powe
CL1 0.832 0.356 0.845 Yes
CL2 0.861 0.275 0.868 Yes High
CL3 0.739 0.349 0.75 Yes
CL4 0.775 0.34 0.788 Yes
LM: p edic ion using a linea model; PLs: p edic ion using PLs-seM; RMse: oo mean squa e e o .
16 B. JiZUMaUe anD s. OlUsegUn a ikU
5.1. Theo e ical con ibu ion
se ice quali y and cus ome sa is ac ion a e he wo cons uc s in his s udy ha ela e o he eD . his
heo y posi s ha cus ome s o e all sa is ac ion is ypically de i ed om a compa ison be ween hei p io
expec a ions o se ice pe o mance and hei pe cei ed expe ience o ha pe o mance. When a se ice
does no mee expec a ions, he cus ome expe iences dissa is ac ion; con e sely, i i does mee o exceed
expec a ions, he cus ome eels sa is ied. he e o e, se ice p o ide s mus ensu e ha hei o e ings
align wi h cus ome expec a ions (elkhani & Bak i, 2012). cus ome sa is ac ion and dissa is ac ion a e
in luenced by an indi idual’s abili y o lea n om pas expe iences, leading hem o assess hei sa is ac‑
ion based on hose expe iences. he bene i s cus ome s de i e om using a se ice a e e alua ed in
e ms o hei sa is ac ion wi h he pu chase, which can subsequen ly shape hei belie s and a i udes
owa d he se ice p o ide (isac & usu, 2014). Mo eso, when cus ome s ecei e sa is ac o y in o ma ion
p io o making a pu chase, i can posi i ely a ec hei o e all sa is ac ion. i hei expec a ions align wi h
pe cei ed pe o mance, cus ome s will be sa is ied; i no , hey will be dissa is ied (sp eng e al., 1996).
his s udy con ibu es o eD by es ablishing he ela ionship be ween se ice quali y and sa is ac ion
(aigba boa & hwala, 2013) among long‑ e m insu ance consume s in namibia. his s udy expanded he
eD wi h empi ical e idence showcasing he mode a ing ole o cus ome sa is ac ion in he in e play
be ween se ice quali y and cus ome loyal y. his means ha cus ome sa is ac ion ully media es he
ela ionship be ween pe cei ed se ice quali y and cus ome loyal y in he insu ance indus y. he eason
is ha se ice quali y exe s no di ec signi ican in luence on cus ome loyal y in he insu ance indus y,
based on he empi ical e idence epo ed in his s udy. a he han using cus ome sa is ac ion as an
endogenous a iable in he eD model, his s udy p oposes ha he model can be expanded by inco ‑
po a ing cus ome loyal y as he o e all endogenous a iable.
5.2. P ac ical implica ions
he indings, which o igina ed om he s udy o s uc u al de e minan s o cus ome loyal y among
long‑ e m insu ance consume s in namibia, can be conside ed aluable since hey p o ide c edible ec‑
ommenda ions o he managemen o insu ance companies as well as he consume s o long‑ e m insu ‑
ance in namibia. he esul s o his esea ch sugges ha cus ome awa eness does no ha e a signi ican
ela ionship wi h ei he cus ome sa is ac ion o cus ome loyal y. simila ly, cus ome p o ec ion has no
signi ican in luence on cus ome loyal y, while se ice quali y on he o he hand has no signi ican e ec
on cus ome loyal y among long‑ e m insu ance consume s in namibia. gi en he limi ed knowledge
among consume s, i is c ucial o insu ance company managemen o p o ide comp ehensi e aining
o sales pe sonnel on p oduc knowledge, p o essionalism, and e hical beha io . his aining is essen ial
o e ec i ely educa ing cus ome s abou hei igh s. such aining could be conduc ed a leas wice
annually as a e eshe cou se. Fu he mo e, online discussion o ums could be c ea ed on pla o ms such
as Wha sapp and o he social media o acili a e discussions among sales pe sonnel ega ding new p od‑
uc s and any upda ed consume guidelines o egula ions ha ha e been implemen ed.
consume s a e a imes no awa e o hei igh s as consume s no a e hey awa e o some o he
disad an ages a ached o he p oduc s o s ipula ions in he con ac , he e o e e o s o educa e he
consume s abou he p oduc o e ings and hei consume igh s could be ein o ced. insu ance compa‑
nies should explo e he use o a ious social media pla o ms o educa e hei consume s. con inuous
educa ional s a egies should be implemen ed o aise awa eness and/o emind consume s o he p od‑
uc s hey ha e pu chased, in o m hem abou new o e ings in he ma ke , and ein o ce hei igh s as
consume s. i is essen ial o u ilize app op ia e communica ion channels o ensu e ha cus ome s ecei e
he necessa y in o ma ion o make in o med decisions.
insu ance companies should en o ce compliance o es ablished guidelines and policies aimed a ensu ing
consume p o ec ion among sales pe sonnel. consequen ly, i is essen ial o conduc egula aining sessions
o sales s a . o enhance hei se ices, insu ance companies should p o ide comp ehensi e induc ion ain‑
ing ha co e s bo h p oduc knowledge and essen ial so skills, such as p o essionalism and e ec i e com‑
munica ion. he sale ep esen a i es in he insu ance companies should be mo i a ed h ough inancial and
non‑ inancial incen i es, such as ecogni ion ips o op pe o me s and sala y inc eases o ou s anding
cOgen BUsiness & ManageMen 17
achie emen s. Fu he mo e, employees a e likely o p omo e us wi h consume s h ough anspa en in e ‑
ac ions, ela ionship building, and ul illing commi men s, such as p o iding imely eedback. he e o e, com‑
panies should de elop s a egies ha suppo employees in cul i a ing us wi h hei cus ome s.
5.3. Limi a ions and u u e esea ch
consume p o ec ion is a signi ican concep wi hin he namibian con ex , pa icula ly wi h he enac men o
he consume P o ec ion ac . Fu u e esea ch should examine he impac o his ac on cus ome p o ec ion,
se ice quali y, cus ome sa is ac ion, and loyal y in o he sec o o he economy. since se ice quali y and cus‑
ome sa is ac ion we e iden i ied as key de e minan s in he cu en s udy, u u e esea ch could inco po a e
o he ac o s ha in luence cus ome loyal y, such as alue, us , co po a e image, and commi men o es ablish
hei p edic i e in luence on cus ome loyal y. Fu u e esea ch could also explo e po en ial supp esso s, including
mode a o s and con ingen ac o s, which may obscu e o a ec he ela ionships among hese a iables.
6. Conclusion
he main aim o his s udy was o examine he c i ical ac o s de e mining cus ome loyal y among
long‑ e m insu ance consume s in namibia. his s udy examined ou key de e minan s o cus ome loy‑
al y in he insu ance indus y. hese de e minan s a e cus ome awa eness o insu ance p oduc s, cus‑
ome p o ec ion, pe cei ed se ice quali y, and cus ome sa is ac ion. his s udy ound ha cus ome
sa is ac ion exe s a di ec e ec on cus ome loyal y, while cus ome p o ec ion and se ice quali y exe
an indi ec and signi ican in luence on cus ome loyal y in he insu ance indus y.
con e sely, cus ome awa eness o insu ance p oduc s exe s no signi ican di ec e ec on cus ome
sa is ac ion and cus ome loyal y in he insu ance indus y. in p ac ice, conce ed e o should be gea ed
owa ds cus ome awa eness o long‑ e m insu ance p oduc s o enhance up ake o such p oduc s, cul‑
mina ing in cus ome sa is ac ion and loyal y in he insu ance indus y.
Acknowledgmen
his esea ch ecei ed no ex e nal unding.
E hical app o al
in o med w i en consen was ob ained om all subjec s in ol ed in he s udy.
Au ho con ibu ions
B. . concep ualized and designed he esea ch; pa icipa ed in he acquisi ion; designed he ques ionnai e, pa ici‑
pa ed in he da a collec ion. s.O.a. analysis and in e p e a ion o esul s; guided he concep ualiza ion o he esea ch,
supe ised. all au ho s ha e ead and ag eed o he published e sion o he manusc ip .
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho s.
Funding
he au ho s ecei ed no unding o his s udy.
Abou he au ho s
D . Bianca Tjizumaue is a senio lec u e and he head o he Ma ke ing, logis ics, and spo Managemen
Depa men a he namibian Uni e si y o science and echnology (nUs ). she ea ned he PhD in Ma ke ing om
18 B. JiZUMaUe anD s. OlUsegUn a ikU
he Uni e si y o kwaZulu‑na al in sou h a ica. in addi ion o he academic ole, D . jizumaue has en iched he
expe ise h ough in e na ional expe ience as a Fulb igh Visi ing schola a he Uni e si y o new Mexico. Du ing
he enu e he e, she engaged wi h di e se academic communi ies, u he enhancing he esea ch and eaching
me hodologies. he p o essional backg ound spans a ious posi ions in ma ke ing ac oss mul iple indus ies, wi h a
pa icula ocus on sales and cus ome ca e. P io o joining nUs , she se ed as a Ma ke ing O ice a naMsOV
Fishing en e p ises, whe e she honed he skills in s a egic ma ke ing and clien ela ionship managemen . D .
jizumaue is ecognized o he dynamic app oach and mo i a ion in p o iding high‑quali y se ices. she is commi ‑
ed o os e ing las ing ela ionships wi h clien s and s akeholde s, emphasizing e ec i e communica ion and eam‑
wo k. he dedica ion o excellence has ea ned he accolades, including ecogni ion as he nUs B and ambassado
o he Mon h. h ough he academic and p o essional endea o s, D . Bianca jizumaue con inues o make signi ican
con ibu ions o he ield o ma ke ing while inspi ing u u e gene a ions o s uden s.
Sulaiman Olusegun A iku is a P o esso o human esou ces and Di ec o o esea ch a ha old Pupkewi z g adua e
school o Business, namibia Uni e si y o science and echnology, namibia. he is a p agma ic esea che specializing
in s a egic human esou ce Managemen . his cu en esea ch a ea o in e es includes human capi al Fo ma ion
o indus y 5.0 and People Managemen P ac ices o P omo ing sus ainabili y. he has o e 16 yea s’ expe ience in
highe educa ion. P o . a iku ob ained a PhD deg ee in human esou ce Managemen om he Uni e si y o
kwaZulu‑na al, sou h a ica. he has lec u ed se e al cou ses in his ield in ou a ican coun ies (nige ia, sou h
a ica, ghana, and namibia). P o esso a iku has o e one hund ed (100) publica ions, which include edi ed books,
book chap e s, and schola ly a icles published in in e na ional jou nals. P o . a iku is a membe o he in e na ional
labou and employmen ela ions associa ion, he nige ian ins i u e o Managemen , and he ins i u e o People
Managemen , sou h a ica.
ORCID
Bianca jizumaue h p://o cid.o g/0009‑0001‑0650‑2736
sulaiman Olusegun a iku h p://o cid.o g/0000‑0001‑9364‑3774
Da a a ailabili y s a emen
he da ase s u ilized and analysed in his s udy can be ob ained om he co esponding au ho upon easonable
eques .
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