Resumen

VERA MARTINEZ, Jorge  y  ESPINOSA MASCARUA, Marco Tulio. Quality service attributes and their influence on brand loyalty in the automobile insurance industry in México. Contad. Adm [online]. 2014, vol.59, n.3, pp.285-306. ISSN 0186-1042.

The objective of this study is to identify key quality service attributes in the automobile insurance business and determine their influence on brand loyalty. In this study distinction is made between the service during the hiring of the service and the service provided after an accident. In a preliminary exploratory inquiry quality service attributes were identified with the application of in-depth interviews. In an empirical study, hypothesis related to a direct relationship between the attributes and several measures of brand loyalty are contrasted. A sample of n=210 of automobile insurance clients was conformed. Five regression models were developed for the data analysis, one for each loyalty measure. These analyses allowed a specific detection of significant attributes for each case. Though it is concluded that attributes related to the service after the accident have a higher degree of influence on the customer loyalty, it is found that a particular attribute during hiring (reputation of the insurance company) also has an important role.

Palabras llave : quality service; automobile insurance; brand loyalty.

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