Integrated marketing communication: A strategic lever to strengthen perceived image and enhance customer retention in the insurance sector in the DRC (notice n° 2212847)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01972cam a2200169 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260419001500.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kasereka Sivunavirwa, Emmanuel |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Integrated marketing communication: A strategic lever to strengthen perceived image and enhance customer retention in the insurance sector in the DRC |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2026.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 31 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | In a post-monopolistic context marked by the liberalization of the insurance market in the Democratic Republic of Congo, this study examines the strategic mechanisms of customer retention by analyzing the structuring effect of marketing communication, with corporate image serving as a mediating variable. This relationship remains underexplored in emerging African economies, where prior research has largely adopted fragmented approaches. Using a hypothetico-deductive framework, the study draws on empirical data collected from 185 clients of RAWSUR Goma, a key actor in the Congolese insurance sector. Data analysis employs a robust quantitative methodology, combining exploratory and confirmatory factor analyses, followed by structural equation modeling. The findings indicate that marketing communication exerts a positive and significant effect on both corporate image and customer retention, while confirming the substantial mediating role of corporate image in this relationship. Theoretically, the study highlights the strategic interdependence between communication, image, and retention behavior in emerging competitive markets. Managerially, it underscores the importance of aligning communication strategies with the creation of sustainable relational and symbolic value. |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Kambale Sivunavirwa, Josué |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Revue Management & Innovation | 13 | 1 | 2026-03-04 | p. 135-161 | 2658-9222 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-revue-management-et-innovation-2026-1-page-135?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-revue-management-et-innovation-2026-1-page-135?lang=en&redirect-ssocas=7080</a> |
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