CORPORATE BRAND IMAGE AND CUSTOMERS’ BEHAVIOURAL INTENTIONS: AN EMPIRICAL STUDY IN NIGERIA

Ogorchukwu Augustine Isimoya
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Ogorchukwu Augustine Isimoya: University of Lagos Faculty of Management Sciences, Department of actuarial science & Insurance

Annals of University of Craiova - Economic Sciences Series, 2019, vol. 2, issue 47, 161-178

Abstract: Against the backdrop of changing customer preferences and technological advancement, propelling significant shifts across the insurance distribution landscape, this paper investigated the impact of corporate brand image on customers’ behavioural intentions which translate to policyholders’ satisfaction and loyalty. The study adopted quantitative research approach to validate this correlation through the use of questionnaire. One hundred and eighty-six participants were judgmentally chosen from insurance consumers in higher educational institutions in Lagos state to complete the questionnaire. Data collected was analysed using Pearson ‘r’ correlated statistic and simple linear regression. Results showed that corporate brand image is positively significantly associated with customer satisfaction and loyalty respectively in Nigeria. This implies that insurance consumers in Nigeria are strongly influenced by corporate brand image in the choice of insurance companies and their service products. The study recommends that insurance providers in Nigeria should continue to improve in their service quality in terms of boosting insurance awareness through policyholders’ education, employees’ responsiveness, ethical orientation and corporate social responsibility.

Keywords: Corporate brand image; customer satisfaction & loyalty (search for similar items in EconPapers)
JEL-codes: G22 M21 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aio:aucsse:v:2:y:2019:i:47:p:161-178

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