Abstract

Purpose – Competitiveness plays crucial role retaining the old customers. This lays importance on understanding the factors that influence and drive customers’ retention. Basing on the above, the Purpose of this paper to investigate and examine whether the Stayers, Satisfied Switchers, and Dissatisfied Switchers of corporate customers differ in their overall satisfaction with the service provided by their existing/current life insurance company.
Methodology – This study has used survey via questionnaires for data collection. 75 corporate customers on the basis of convenience sampling were examined by using ANOVA and Discriminant Analysis techniques.
Findings – The results show that Dissatisfied Switchers (who switched -in) are the most satisfied, and Satisfied Switchers are the least satisfied customers. Similar sort of results were found for customer’s loyalty. These three groups were found to be strongly discriminated by the people factor (specifically the professional insurance employees).
Research limitations – The data is gathered from some big cities of Sindh through convenience sampling technique. There are many other cities where access of information is not possible due to cost and time management. Further research can be made on the same just by extending the sample size by considering more cities of Sindh.
Practical implications – As the findings of this study reveal that the Dissatisfied Switchers are of the primary concern for life insurance companies. Keeping in view the results the life insurance companies should treat these groups differently with regard to potential investment strategy.
Originality/value – This study has not been done before in Sindh. Although some studies are found in European countries but this has been done first time in Sindh and Pakistan.

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