2026-05-13T19:45:47Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011018 2025-05-15T07:16:16Z 1582963436320 1582963436320:1698989841255

Customer Satisfaction and Customer Retention in General Insurance of AYA Sompo Insurance Company Limited(Chit Chit Cho, 2025) Chit Chit Cho This study examines customer satisfaction and retention in general insurance at AYA SOMPO Insurance Company Limited, with a focus on key influencing factors. Primary data was collected from 195 customers through a structured questionnaire using a five-point Likert scale. The study used simple random sampling to ensure a representative sample. Data analysis was conducted using descriptive statistics, correlation analysis, and multiple regression analysis. The findings reveal that service quality, customer trust, and relationship marketing have a significant positive impact on customer satisfaction and retention. However, claim management does not show a statistically significant effect. Among the factors, relationship marketing emerges as the strongest predictor of customer satisfaction, highlighting the importance of personalized services and effective communication in enhancing customer engagement and loyalty. The study emphasizes the need for continuous improvements in service quality, transparency, and trust-building measures to sustain high customer satisfaction levels. It also suggests that while efficient claim management contributes to the overall customer experience, its role in directly influencing retention may be less pronounced. The results underscore the importance of strengthening customer relationships to maintain long-term loyalty in the competitive insurance market. 2025-02-01 https://meral.edu.mm/records/11018