Sample Essay

There has been an ongoing debate on the linkage of service quality to the satisfaction level of the customer and their resultant behavior on the purchase of goods and services.

Pertaining to this topic a research was carried out in 2004 which aimed to highlight the effect that the service quality of insurance providers had on the customers that resulted in the perception of the value of the product and service by the customers, their credibility, repurchase decision and marketing of the company/ brand through word of mouth. The results of the study depicted that “satisfaction was positively associated with customers’ re-purchase intentions but its relationship with customers’ willingness to recommend to others was relatively weak. This finding has important marketing implications as word-of-mouth has previously been found to have significant influence on customers’ purchase decisions” (Durvasula et al., 2004)

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