The impact of leadership roles in relation to customer retention: An analysis of the relationship between insurance agency customers and insurance agency management

This research study offers an understanding of the relationships that exist in insurance agency settings such as the Ebbs Insurance Brokerage Corporation. The study objective includes analyzing the key factors that influence the levels of customer satisfaction and examining the levels of relationships between agency customers and the Ebbs Insurance organization. The study reveals the agency management's performance and how this influences customer satisfaction, the goal of which is to ensure a high level of customer retention. The researcher conducted a qualitative survey that focused on agency customers and which included insurance industry professionals in order to better address management concerns which to a great extent are focused on customer retention. Drawing from a survey data of 108 survey respondents (48% males and 52% females), and using descriptive statistical analysis, the research findings revealed that a total of 49% of Ebbs Insurance Agency customers are satisfied whereas 51% of these customers expressed they are dissatisfied with Ebbs Agency products and services. The research findings therefore confirmed that there is inadequacy of products and services offered by the Ebbs Insurance Agency which impacts on the degree of customer retention.