Health insurances schemes to enhance customer loyalty. A case study of national hospital insurance fund, Ukunda branch office

      Аннотация: The purpose of the study was to establish strategies undertaken by health insurance scheme to enhance customer loyalty, a case study of National Hospital Insurance Fund, Ukunda Branch Office. The specific objectives of the study were: To determine the effect of pricing strategy in health insurance schemes on customer loyalty, to investigate the influence of customer communication strategy in health insurance schemes on customer loyalty, to evaluate the role of product innovation strategy in health insurance schemes on customer loyalty and finally to determine the influence of market research strategy in health insurance schemes on customer loyalty. The study was guided by the following theories: Social Exchange Theory, Self-Determination Theory (SDT) and Expectation-Confirmation Theory.

Ключевые слова: Health insurance, customer loyalty, National Hospital Insurance Fund, Ukunda