Estudio de la relación entre los niveles de satisfacción, lealtad y co-creación de los clientes de la empresa “Deciseg Cía. Ltda.”

Abstract

In the insurance industry, co-creation can be defined as the collaboration between company´s employees and the insured to develop, modify and/or improve the service provided by the company. This thesis aims to investigate and analyze the relations between loyalty, co-creation and customer satisfaction levels of the policyholders of the company “Deciseg Cía. Ltda.”.

Thus, there is a low level of co-creation, a medium level of customer satisfaction and a medium level of loyalty. In addition, the predisposition to co-create is divided into two components. Furthermore, when the correlational analysis is performed, it is evident that the strongest relations is between co-creation and loyalty, even, the dependence between co-creation, customer satisfaction and loyalty was discovered; it means that, the higher the level of co-creation, the higher the level of customer satisfaction and the higher the level of loyalty. Finally, there are statistically significant differences between the predisposition to co-create with respect to age.