Abstract:
ABSTRACT
This study sought to assess the effect of service quality on customer loyalty at
Twifo-Praso District Health Insurance Scheme in the Central Region of Ghana.
It also assessed whether state of customer satisfaction mediate such supposed
predictive relation or not. The study employed the explanatory research design.
The population included 33,129 registered subscribers at said authority. A
sample size of 395 respondents was targeted based on a recognized scientific
formula. The respondents were selected through the systematic sampling
technique. Structured questionnaire was used for the primary data collection.
Statistical Package for Social Sciences application was used for the primary data
processing and analysis. It was discovered that the predictors accounted for
24.0% positive variance in customer loyalty. It was also found that reliability
and tangibles made significant positive contributions to predicting the 24.0%
variance in customer loyalty. Customer satisfaction did not mediate the
predictive relation between service quality and employee loyalty at Twifo-Praso
District Health Insurance Scheme. The study concluded that the key component
of service delivery that can significantly affect customer loyalty at Twifo-Praso
District Mutual Health Insurance Authority was reliability of the staff and
empathy. Furthermore, if customers are not satisfied with the services provided
at Twifo-Praso District Mutual Health Insurance Authority, it does not
guarantee customers being loyal to the scheme even if the services provided are
of utmost quality. The study recommended that management of the Twifo-Praso
District Mutual Health Insurance Authority must put in place well-structured
customer loyalty programs to win, maintain and expand its client base
