The Effect Of Determinants Of Customer Perception On The Satisfaction Of Corporate Life Insurance Customers The Case Of Ethiopian Insurance Corporation

The study mainly intends to explore the effect of determinants of customer perception on thernsatisfaction of corporate life insurance customers. To evaluate the effect of determinants ofrncustomer perception on the satisfaction of corporate life insurance customers EthiopianrnInsurance Corporation (EIC) was considered as a case study. This research employed bothrndescriptive and explanatory design. Quantitative and qualitative study was conducted to collectrninformation from primary and secondary sources. For the purpose of this research, structuredrnand standardized questionnaire was conducted to the life insurance customers of EIC. Interviewrnquestions were conducted to collect information from EIC Marketing Manager. The collectedrninformation was analyzed through statistical software. The main findings of the study arernattitude positively and significantly affects customer satisfaction, perceived risk positively andrnsignificantly affects customer satisfaction, socio-economic factor positively and significantlyrnaffects customer satisfaction, convenience has a negative and insignificant effect on customerrnsatisfaction, expectation has negative and insignificant effect on customer satisfaction. As arnresult, the researcher recommended that the company should emphasize on attitude, perceivedrnrisk and socio-economic factors. Future researches should also focus on having more number ofrncorporate life insurance customers of EIC as this research in limited only on three corporaterncustomers

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