| Abstract: | This study examines the factors Affecting customer satisfaction at Awash Insurance Company
(AIC) in Addis Ababa, Ethiopia. The research employed an explanatory and descriptive research
design with a quantitative approach, using structured questionnaires to collect primary data
from 291 customers purposefully selected from four branches. The study identified key factors
affecting customer satisfaction, including service quality, price, perceived value, trust, and
corporate image, through a review of literature and statistical analysis. Descriptive analysis
revealed that customers rated perceived value and trust highest, while service quality and price
showed room for improvement. Pearson correlation and multiple linear regression analyses
demonstrated strong positive relationships between the independent variables and customer
satisfaction, with service quality having the most significant impact. The regression model
explained 70.5% of the variation in customer satisfaction, confirming the critical role of these
factors in shaping customer experiences. The findings underscore the importance of enhancing
service quality, fairness in pricing, and maintaining a strong corporate image to sustain
customer satisfaction and competitiveness in the insurance industry. The study provides
actionable insights for AIC's management to improve customer satisfaction and gain a
competitive edge. |
