 Influence of Trust on Customer Engagement: Empirical Evidence From the Insurance Industry in GhanaJames Agyei, Shaorong Sun, Eugene Abrokwah, Emmanuel Kofi Penney and Richmond Ofori-Boafo SAGE Open, 2020, vol. 10, issue 1, 2158244019899104 Abstract: This study examined the influence of trust dimensions on customer engagement, and the resultant impact of customer engagement on customer loyalty in the context of life insurance. Furthermore, it investigated the mediating role of customer engagement in the relationships between trust dimensions and customer loyalty. A total of 452 valid responses from life insurance customers in Ghana were examined using structural equation modeling (SEM). The results revealed that trust in service provider, trust in the regulator, economy-based trust, and information-based trust significantly influence customer engagement, with trust in service provider and trust in the regulator driving a higher level of customer engagement. The results also uncovered that customer engagement significantly enriches customer loyalty and mediated the relationships between the trust dimensions and customer loyalty. The findings highlight the importance of building convincing customer trust to advance customer engagement and customer loyalty. Keywords: trust; customer engagement; customer loyalty; life insurance sector; Ghana (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:10:y:2020:i:1:p:2158244019899104 Access Statistics for this article More articles in SAGE Open |
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