The Effect Of Brand Image On Customer Satisfaction And Loyalty (the Case Of Ethiopian Insurance Corporation)

The purpose of this study is to examine the effect of brand image on customer satisfaction andrnloyalty in Ethiopian Insurance Corporation Addis Abeba customers. The study tried to explain thernrelationship between brand image and customer satisfaction and loyalty, the effect of brand imagernon customer satisfaction, and the mediating effect of customer satisfaction in brand imagecustomerrnloyalty relationship. Brand image benefits (i.e. functional, experiential and symbolicrnbenefits) are used as independent variables and customer satisfaction and customer loyalty asrndependent variables. Besides, questionnaires are used as data collection instrument fromrnrespondents. Correlation analysis used to analyze the relationship between the variables andrnregression analysis is performed to examine the effect of brand image on customer satisfactionrnand loyalty. The results showed that brand image benefits and customer satisfaction are positivelyrncorrelated, and customer satisfaction and customer loyalty are also significantly affected by brandrnimage benefits with different degrees. Moreover, the mediating effect of customer satisfaction inrnrelationship to brand image benefits - customer loyalty is found partially but significant.rnOrganizations should take into account improving and/or building of brand image so that they canrnbe competent and have increase their market share by successful achieving customer satisfactionrnand loyalty.

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