Study of the Relationship between Trust and Brand Equity in an Insurance Company

Abstract

A recent survey published by IBM –one of the biggest information technology companies in the word – in 2015 that shows that only 43% of customers trust the insurance industry. And the percentage of distrust remained above 50% since 2007 when it first started taking surveys. The data shows also that dissatisfied insurance customers are six times more likely to switch insurers. This is a challenge that faces insurance companies to strengthen their customer relationship. The main purpose of the thesis is to determine the association between trust and brand equity from customers’ perspective, because when customers believe in the brand of product or the corporate they are likely willing to pay more for this particular brand, recommend it to others; develop meaningful customer engagement and lead later to build a trustful relationship between customers and brands. Our thesis included both theoretical and empirical researches in order to either accept or reject the proposed hypotheses. A number of recommendations will be offered after various analyses; this will allow the improvement of CASH Assurances performance, besides a number of research limitations that will explain the last findings.