ABSTRACT

This study assesses customer satisfaction with the service quality at NSIA Insurance in Buea, Cameroon. Customer satisfaction is a critical factor for business success, especially in the insurance industry where service quality influences customer loyalty and retention. The research examines key dimensions of service quality, including reliability, responsiveness, assurance, empathy, and tangibility, to understand their impact on customer satisfaction at NSIA Insurance.

A mixed-method approach was used, combining qualitative interviews with customers and quantitative analysis of satisfaction surveys. Data was gathered from both existing and potential customers of NSIA Insurance in Buea. The qualitative aspect involved interviews with clients to explore their experiences with the company’s services. The quantitative aspect relied on structured questionnaires to measure satisfaction levels across various service quality dimensions. The study also analyzed customer feedback from the company’s complaint records over the past three years.

Findings reveal that overall customer satisfaction at NSIA Insurance in Buea is moderate. Customers appreciate the company’s reliability and the assurance provided by its services. However, there are concerns regarding responsiveness and empathy, particularly in claims processing and customer service. The research identifies a need for improvement in communication between the company and its clients, as well as faster response times in handling claims.

The study concludes that while NSIA Insurance offers reliable services, there is room for improvement in enhancing customer satisfaction. Recommendations for NSIA Insurance include training staff on customer service best practices, improving claims processing speed, and implementing more personalized approaches to customer interactions. By addressing these issues, NSIA Insurance can enhance service quality and boost customer satisfaction, thereby strengthening its competitive position in the market.

Keywords: customer satisfaction, service quality, NSIA Insurance, Buea, reliability, responsiveness, empathy, claims processing, customer service, competitive advantage.