A Quantitative Assessment of the Influence of Brand Equity on Customer Retention in the Medical Aid Industry: Empirical Evidence from Premier Service Medical Aid Society in Zimbabwe

Gerald Munyoro and Felix Maponga
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Gerald Munyoro: Department of Admiration & Leadership, Faculty of Education, University of Zimbabwe, Harare, Zimbabwe.
Felix Maponga: ZOU Graduate School of Business, Faculty of Commerce, Zimbabwe Open University, Harare, Zimbabwe.

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Abstract: Brand equity is a critical intangible asset influencing customer retention in service industries, particularly healthcare financing where trust and perceived quality shape consumer decisions. In Zimbabwe's medical aid sector, organisations such as Premier Service Medical Aid Society (PSMAS) face declining membership amid economic volatility and service delivery challenges, necessitating examination of brand equity effects on retention. This study employed a quantitative cross-sectional design using structured questionnaires administered to 200 stakeholders of PSMAS in Harare. Data were analysed using SPSS with descriptive statistics, correlation, and multiple regression to determine relationships between brand equity dimensions and customer retention. The findings revealed that brand equity significantly influences customer retention (β=0.58, p

Date: 2026-05-27
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Published in Asian Journal of Economics, Business and Accounting, 2026, 26 (6), pp.58-77

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05636975

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