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This research aims to operationalize the concepts of marketing communication, corporate image and customer retention as organizational management and strategic marketing approaches in a competitive context in the insurance sector in the city of Goma. The main objective of this research is to understand the influence of the communication mix (communication policy) used by RAWSUR Goma on the engagement behaviors of their customers. It focused on the relevance of the marketing communication means/tools used by RAWSUR Goma to inform and persuade its current and potential customers about the various products and services it offers. To conduct this research, which is of the exploratory type, we used exploratory factor analysis, confirmatory factor analysis and multiple regression analysis. Thanks to these analyses, marketing communication influences the image of the company and the retention of customers. The corporate image concept plays a mediating effect on the relationship between marketing communication and retention.
About the author
Licenciado pela Universidade de Goma na Faculdade de Ciências Económicas e Gestão, Departamento de Gestão Financeira, também membro do Centre des économistes pour la recherche action et développement trabalhando na RDC, na província de Kivu Norte "CERAD".
