Effects Of Business To Business Relationship On Customer Satisfaction And Loyalty: A Case Of National Health Insurance Fund In Dodoma City

ABSTRACT

This study was involved with the Business to Business relationship on customer satisfaction and loyalty in Dodoma city. It was guided by five specific objectives namely: to assess the status of business to business relationship between NHIF and accredited health facilities, to assess customer satisfaction among NHIF members and loyalty, to determine the effects of business to business relationship on customer satisfaction and loyalty with the health facilities in Dodoma city. A sample size of (280) respondents, were employed whereby a systematic sampling and purposive sampling techniques were employed, to the select the respondents. Data were collected by using both survey and personal interviews. Questionnaires and interview guides were employed as tools for data collection. Collected data were analyzed by using a descriptive statistics and qualitative analysis and multiple linear regression. In conclusion, the research has revealed that the status of business to business relationship could be marked as a positive significant on customer’s satisfaction and loyalty. However, an improvement on certain challenges should be done in order to increase the level of customer satisfaction and loyalty. It is recommended that, the organization should maintain its relationship with the accredited health facilities in order to improve their services and influence customer’s satisfaction and loyalty to its customers, also, improve its service regarding a feedback a system, implement staff training as well strategies for managing their quality of services to attract more customers at their accredited health facilities.