It becomes deceptive and misleading to assess or use customer loyalty trends to conclude that
customers of an organisation are satisfied. Instead it is better a company examines, as part of
its customer satisfaction study, the switching intention and likelihood to recommend. These
two behaviour intentions are more reliable factors to track customer satisfaction because they
are directly and strongly linked to customer satisfaction (Yonggui Wang & Hing-Po Lo
(2002). Satisfied customers are more likely to recommend services to family and friends and
are less likely to switch. It is a fact that customers who are dissatisfied will bad-mouth a
company and spread the news to eight to ten other people (SPSS white paper, 1996). Though
switching intention is also influenced by several factors, when known it triggers management
action to find out appropriate actions to take to satisfy customers.
In view of the above, the present study examines the relationships that exist between
customer satisfaction, and behaviour intentions such as likelihood to recommend, re-purchase
intention and switching intention in Ghana insurance industry. We, therefore, propose that
overall satisfaction will significantly influence consumers’ behaviour intentions, and
hypothesise that: