Analysis of the Interdependence Trust - Satisfaction - Loyalty of Customer in Client-Seller Relationships in the Insurance Market in Senegal

In the literature, the concept of Satisfaction (S) is one of the main explanatory factors for Customer Loyalty (L). It is equally established that that of Confidence (C) can be associated with consumer Loyalty. In this article, we have shown that the operationalization of the concepts studied makes it possible to consolidate a parsimonious model where the S - C - L link has been tested and validated in 'client-seller' relationships in the auto insurance market in Senegal. It also follows that intention depends on loyalty behavior and leads to managerial implications. The major results of this article show that in the auto insurance sector in Senegal, customer Satisfaction and Confidence are the basis of Loyalty. This made it possible, using AMOS 4 and SPSS 12 software, to design a definitive model of the link between the components of the S - C - L triad for an adequate use of these qualitative concepts by professionals for the development of insurance.