Международный журнал экономики и менеджмента

AN EMPIRICAL ANALYSIS OF THE STRATEGIES UNDERTAKEN BY INSURANCE COMPANIES IN SAUDI ARABIA TO ENHANCE CUSTOMER LOYALTY AND CUSTOMER RETENTION

Abstract

Dr. Abdalelah S.Saaty

Customer loyalty and customer retention is very important for the success of an organization. The present study is devoted to investigate the measures used by insurance companies in Saudi Arabia in enhancing the customer loyalty and customer retention. The study is based on primary data collected from 80 employees of insurance companies in Saudi Arabia. The findings of the study show that the insurance companies in Saudi Arabia are using appropriate incentives to build customer relationship to enhance customer loyalty and customer retention. The reason for concentration of demand to motor insurance and health insurance is other than loyalty and retention measures taken by the insurance companies. A recent study shows that people reluctant to buy insurance other than compulsory insurance is the fact that they consider insurance against the Islamic principles (Sharia?h).