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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/1138

Title: The Role of Communication in the Marketing of Life Insurance in Ghana (A Case Study of Donewell Insurance Company Limited)
Authors: Mensah, Nicholas Oppong
Issue Date: 25-Aug-2008
Series/Report no.: 4882;
Abstract: In today's highly competitive environment, the level of service insurance companies deliver to agents and policy-holders is a key differentiator. Providing timely and relevant communication is a critical component of any effective customer service strategy. The primary challenge for insurers today is how to, effectively, design and deploy consistent, personalized communication across the growing range of communication delivery channels and to leverage valuable customer information throughout the enterprise. THC study intended to examine the role that integrated marketing communication plays in the marketing of Life insurance products. Various reading materials were reviewed. This enabled the study to find out, whether there is some degree of consistency in those materials that were re-evaluated. Quota and purposive sampling techniques* were employed in selecting the sample. The main research instruments used in the study were structured questionnaire, interviews and participatory observation. The study revealed that, majority of the staff (54%), admittedly, did not take side on the issue of identifying a communication gap between their target audiences. However, twenty-two percent (22%) of them perceived communication as superior. In addition, most of the policy-holders did not read the terms, conditions and benefits of the products, although, majority of the customers were educated. It was recommended that educational workshops and training should be organized for agents and policy-holders especially prospective clients to ensure efficient and effective integrated marketing communication as a tool in enhancing higher sales in life products. Moreover, the amount of money allotted for marketing communication should be increased due to the intensity of competition in the industry, which should go hand in hand with quality service delivery.
Description: A Thesis submitted to The Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology In partial fulfilment of the requirements for the degree of Master of Business Administration, 2008
URI: http://hdl.handle.net/123456789/1138
Appears in Collections:College of Arts and Social Sciences

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