The Role Of Public Relations In Enhancing The Marketing Performance Of The Insurance Firms In Imo State

ABSTRACT ﾿

This research work ascertained the role public relations play in enhancing the Marketing Performance of Insurance Firms in Imo State. The role of public relation in Insurance firms cannot be over emphasized therefore they play a crucial role in enhancing the marketing performance of the insurance firm by increasing their sales volume, rate of turnover, customer loyalty and corporate profitability.  A good PR activity builds good relationship between the insurance personnel’s and its publics and also creates good and conducive working environment for efficiency and credibility. This study adopted the survey research method which involves the use of questionnaire, personal interviews, physical observations and oral interviews as major research instruments to generate data. The analysis technique used in this research work is simple descriptive statistics which involves frequency table and percentage.  Descriptive method of statistical analysis was used to analyze the data.  Inferential method of statistical analysis was used to test the hypotheses, as hypotheses were tested and conclusion reached. Findings from this work reveal that there is no significant relationship between host community Public relations activities and insurance service consumers’. The hypotheses two also goes further to show that significant relationship exists between shareholders public relation activities and corporate profitability, hypothesis three shows that significant relationship exists between customer public relations activities and sales volume of insurance firms in Imo state The hypotheses four shows that significant relationships exist between the practice of dealers’ public relations and customer’s loyalty. In conclusion, it has proven that public relation activities and practices contribute immensely towards increasing the marketing performance of insurance firms in Imo state. Therefore, insurance personnel’s are been advised not to overlook the role public relations play in Insurance firms.  

TABLE OF CONTENTS

Title page ﾿ i

Certification ﾿ ii

Dedication ﾿ iii

Acknowledgement ﾿ iv

Table of Contents ﾿ v

List of Tables ﾿ vi

Abstract ﾿ ix

 CHAPTER ONE 

INTRODUCTION

1.1 ﾿ Background to the study ﾿ 1

1.2 ﾿ Statement of the problem ﾿ 2

1.3 ﾿ Objective of the study ﾿ 2

1.4   Research Questions

1.5 ﾿ Research Hypotheses    ﾿ 3

1.6 ﾿     Significant of the study ﾿ 3

1.7 ﾿   Scope of the study ﾿ 4

1.8 ﾿   Limitations ﾿ 4

1.9 ﾿ Definition of Term ﾿ 5

CHAPTER TWO ﾿

LITERATURE REVIEW

2.0 ﾿ Introduction ﾿ 6

2.1     Conceptual Framework ﾿ 6

2.1.1   Concept of Insurance ﾿ 11

2.1.2 The Concept of Public Relation ﾿ 12

2.2.1 Review of Theoritical Framework ﾿ 13

2.2.2 Application Of The Public Relations Model Towards Improving The Marketing Performance Of Insurance Industries In Imo State. ﾿ 16

2.3.1 Review of Emperical Literature ﾿ 18

2.3.2 Public Relations Programmes And Events As It Relate To Insurance

 Companies. ﾿ 20

2.3.4 Benefits Of Insurance ﾿ 23

  CHAPTER THREE

Research Methodology

3.0 ﾿ Introduction ﾿ 28

3.1 ﾿ Research Design ﾿ 28

3.2 ﾿ Area of Study  ﾿ 28

3.3 ﾿ population of the study ﾿ 29

3.4 ﾿ Sample and Sampling techniques. ﾿ 29

3.5 ﾿ Method of Data Collection ﾿ 30

3.6 ﾿ Instrument for Data Collocation ﾿ 30

3.6.1 ﾿ Questionnaire ﾿ 30

3.6.2 ﾿ Oral Interview ﾿ 31

3.7 ﾿ Method for data analysis ﾿ 31

3.8 ﾿ Model Specification ﾿ 31

3.9 ﾿ Validity Test ﾿ 32

CHAPTER FOUR

4.0   RESEARCH METHODLOGY ﾿ 33

4.1   Data Collection ﾿ 33

 4.2 Analysis of Hypotheses ﾿ 34

 4.3 Findings and Discussion ﾿ 43

CHAPTER FIVE

5.0      SUMMARY, CONCLUSION AND RECOMMENDATIONS ﾿ 43

5.1     Summary ﾿ 45

5.3 ﾿ Conclusion ﾿ 46

5.4      Recommendations ﾿ 47

References

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