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Atributos relevantes de calidad en el servicio y su influencia hacia la lealtad de la marca en la industria aseguradora de automóviles en México

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  • Vera Martínez Jorge

    (Instituto Tecnológico de Monterrey)

  • Espinosa Mascarúa Marco Tulio

    (Instituto Tecnológico de Monterrey)

Abstract

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.

Suggested Citation

  • Vera Martínez Jorge & Espinosa Mascarúa Marco Tulio, 2014. "Atributos relevantes de calidad en el servicio y su influencia hacia la lealtad de la marca en la industria aseguradora de automóviles en México," Contaduría y Administración, Accounting and Management, vol. 59(3), pages 285-306, julio-sep.
    • Handle: RePEc:nax:conyad:v:59:y:2014:i:3:p:285-306
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    References listed on IDEAS

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    1. Pei Chao, 2008. "Exploring the nature of the relationships between service quality and customer loyalty: an attribute-level analysis," The Service Industries Journal, Taylor & Francis Journals, vol. 28(1), pages 95-116, January.
    2. Spiros Gounaris, 2005. "An alternative measure for assessing perceived quality of software house services," The Service Industries Journal, Taylor & Francis Journals, vol. 25(6), pages 803-823, September.
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