Abstract:This study sought to determine the influence of service assurance on customer satisfaction in the insurance industry in Kenya. The latent variable assurance was measured using four manifest variables namely, Employees instill customer confidence; Customers feel safe to transact with the company; Employee Politeness and Provision of adequate information on service requested. A descriptive research design was adopted and a multi-stage sampling technique was used to sample 400 policyholders from 19 composite insu… Show more
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