THE ROLE OF SOCIAL RESPONSIBILITY PROGRAMS IN IMPROVING THE REPUTATION OF INSURANCE COMPANIES AND ENHANCING BRAND LOYALTY (TRUST INTERNATIONAL INSURANCE COMPANIES AS A MODEL)
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Date
2022-03-22
Authors
Kahla, Rasha
Journal Title
Journal ISSN
Volume Title
Publisher
An-Najah National University
Abstract
This study aims to identify the role of social responsibility programs in improving the reputation of insurance companies and enhancing brand loyalty (Trust International Insurance companies as a model). Also, it aims to identify the impact of study variables such as gender, educational qualification, nature of work, and place of residence on improving the reputation of insurance companies and enhancing brand loyalty . In order to achieve the goal of the study, the researcher has developed a questionnaire consisting of (45) items divided into three areas, then distributed it to a sample of (167) clients of Trust International Insurance companies who were selected by the stratified random method, and after they were compiled. They were coded and entered into the computer and processed statistically using a program Statistical package for social sciences (spss) and its validity and reliability were measured. The results of the study indicate a significant response degree in the total score and in the two fields of study on the role of social responsibility programs in improving the reputation of insurance companies and enhancing brand loyalty in Trust International Insurance companies. Furthermore, there is a presence of large percentages of the extent of the knowledge of Trust International Insurance Company clients in the company’s social responsibility programs. In fact, there are no statistically significant differences at the level of significance (α ≥ 0.05) between the response averages. The members of the study sample started towards the role of social responsibility programs in improving the reputation of insurance companies and enhancing brand loyalty in Trust International Insurance companies due to the variables (gender, educational qualification, nature of work, and place of residence.). In light of the results of the study, the researcher suggested a set of recommendations including the need to raise the level of knowledge of Trust International Insurance Company's clients in the company's social responsibility programs. In addition to conducting more studies on this topic.
Description
This study aims to identify the role of social responsibility programs in improving the reputation of insurance companies and enhancing brand loyalty (Trust International Insurance companies as a model). Also, it aims to identify the impact of study variables such as gender, educational qualification, nature of work, and place of residence on improving the reputation of insurance companies and enhancing brand loyalty . In order to achieve the goal of the study, the researcher has developed a questionnaire consisting of (45) items divided into three areas, then distributed it to a sample of (167) clients of Trust International Insurance companies who were selected by the stratified random method, and after they were compiled. They were coded and entered into the computer and processed statistically using a program Statistical package for social sciences (spss) and its validity and reliability were measured. The results of the study indicate a significant response degree in the total score and in the two fields of study on the role of social responsibility programs in improving the reputation of insurance companies and enhancing brand loyalty in Trust International Insurance companies. Furthermore, there is a presence of large percentages of the extent of the knowledge of Trust International Insurance Company clients in the company’s social responsibility programs. In fact, there are no statistically significant differences at the level of significance (α ≥ 0.05) between the response averages. The members of the study sample started towards the role of social responsibility programs in improving the reputation of insurance companies and enhancing brand loyalty in Trust International Insurance companies due to the variables (gender, educational qualification, nature of work, and place of residence.). In light of the results of the study, the researcher suggested a set of recommendations including the need to raise the level of knowledge of Trust International Insurance Company's clients in the company's social responsibility programs. In addition to conducting more studies on this topic.
Keywords
Social responsibility, insurance companies, trust company, brand loyalty.