A Quantitative Assessment of the Influence of Brand Equity on Customer Retention in the Medical Aid Industry: Empirical Evidence from Premier Service Medical Aid Society in Zimbabwe
Gerald Munyoro & Felix Maponga · Asian Journal of Economics, Business and Accounting · 2026
Brand equity is a critical intangible asset influencing customer retention in service industries, particularly healthcare financing where trust and perceived quality shape consumer decisions. In Zimbabwe’s medical aid sector, organisations such as Premier Service Medical Aid Soci...
Open access
Research Article
10.9734/ajeba/2026/v26i62290