Abstract

This study aims at diagnosing services marketing mix dimensions and their effects on attracting customers and retaining them. The questionnaire was distributed to 150 customers from 15 different companies; 107 questionnaires were returned and 100 of them were usable. The study used SPSS to analyse the results to reach the result that there is a positive effect for the services marketing mix dimensions; physical evidence, service providers and process of service providing and their effect on attracting customers and retaining them and establishing mutual trust between insurance companies in the research sample. The research recommends the insurance companies should foster and enhance the process of retaining the current customers and searching for new ones. Also, providing new services that meet and exceed the customers’ need achieves mutual benefits for both companies and customers.

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