Information technology is crucial for a communication based process. Therefore, this study presents an investigation of the significant role of information technology in customer service delivery and firm performance in selected insurance companies in Nigeria. Specifically, three hypotheses were tested. They are to determine whether: (i) customers are not aware of the availability of IT facilities in their dealings with the Nigerian insurance companies; (ii) the use of IT does not enhance the performance efficiency of insurance organizations in Nigeria; and (iii) providing quality customer service delivery will not enhance organizational performance of insurance companies. The survey research design for the study was a cross examination. The study sample consisted of 112 participants made up of IT managers, marketing managers, and underwriting managers drawn from 25 insurance companies which were randomly selected from the directory of member companies. One-sample T-test and simple frequency percentage tables were used for data analysis. The study revealed that most customers hardly use online services in their engagement with the Nigerian insurance companies even with the level of awareness created which depicts a low level business relationship. Thus, many of the insurance organizations indicated that they experienced high performance efficiency in their investment in and adoption of information technology. This study recommends that insurance administrators and regulators at all levels should gather relevant information as regards factors that may assist in contributing meaningfully to the usefulness of IT in effective service delivery. They should also undertake optimal investment in IT, provide quality service delivery to customers and regularly evaluate IT usage in every department of insurance organizations in Nigeria in order to take appropriate strategic decisions capable of enhancing firm performance.
The objective of this research is to draw attention to the importance of certain elements of marketing communication in premium income generation and the volume of insurance businesses in Nigeria’s insurance industry. Specifically, the study sought to describe the ranked importance of the following six marketing communication mix elements in the two phases of the research interest viz: advertising, personal selling, sales promotion, publicity and public relations, sponsorship and direct marketing. 20 insurance companies out of the industry capacity of 49 were randomly selected from Lagos, Ibadan, Port-Harcourt and Abuja. Data were collected through the use of primary instruments comprising telephone survey method and well structured questionnaire delivered (electronically and hand-to-hand) to the employees of these companies. Findings from the study suggest that advertising, personal selling, and public relations are taking high priority in the minds of marketers of insurance services in Nigeria. While direct marketing is considered appreciable in services delivery improvement of insurance organizations, sponsorship and sales promotions were of low acceptance and unaccepted respectively. The study recommends that effective use of the various elements of marketing communication will help provide information, create more awareness, change attitude and perception, build industry’s image and enhance brand loyalty.
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