000			01833cam a2200169 4500500
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100	1	0	_aKasereka Sivunavirwa, Emmanuel _eauthor
700	1	0	_aKambale Sivunavirwa, Josué _eauthor
245	0	0	_aScience in danger
260			_c2020.
500			_a55
520			_aIn 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.
786	0		_nResponsible Organization Review | 15 | 1 | 2020-06-04 | p. 3-4 | 1951-0187
856	4	1	_uhttps://shs.cairn.info/journal-responsible-organization-review-2020-1-page-3?lang=en&redirect-ssocas=7080
999			_c2213109 _d2213109