The Impact of Service Quality On Customer Loyalty To CIMAS In Zimbabwe

Abstract

This paper presents findings of a study carried out to assess the impact of service quality on customer loyalty to medical aid service providers based on a case study of Cimas Medical Aid Society. The study employed a mixed methods approach to research applying both qualitative and quantitative methodologies. The population sample was drawn from the University of Zimbabwe employees and students who are registered with Cimas through the society’s open fund local packages. The research findings showed that members are basically satisfied with services they are getting from the society. The majority of the members are not willing to switch from Cimas to another medical aid service provider. Members appeared to be dissatisfied about incurring shortfalls and the fact that they are sometimes made to pay cash upfront by medical services providers before they can be attended to. The study recommends that Cimas should eliminate the issue of shortfalls and cash up-fronts. Communication with members and customer care are areas that Cimas should improve upon. The society should expand its healthcare facilities in Harare to the Central Business district to ease congestion on existing facilities. It should also extend its services to small towns and rural areas. Cimas should also engage in loyalty programs in order to retain its customers and gain more market share. Such programmes could include sponsorships at tertiary institutions like universities.