Impact of the Extended Marketing Mix elements on Customer Service in the Insurance industry in Botswana

Douglas Chiguvi, Zenzo. D. Dube


Excellent insurance companies are blending all the 3Ps of services marketing in their marketing activities to retain existing customers as well as to attract potential ones. This study has put efforts to investigate the impact of the extended marketing mix elements on customer service in the insurance industry in Botswana.  The objective of this study was to establish if there is a relationship between the extended marketing mix elements and customer service. Causal research design was employed and the questionnaire was used to collect the data. Data was analyzed using descriptive and inferential statistics. The study revealed that there is strong positive correlation between the extended marketing mix elements on customer service. Customers expect a high level of service delivery from the insurance companies.  The study concludes that insurance companies should invest in training its personnel mainly on the products offered by the company. Insurance companies should automate their processes and continue to improve the service escapes to attract and retain clients.

Keywords: Extended marketing Mix, Customer Service, Service Quality

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