Improving customer satisfaction: the role of communication, a case study of Enterprise Life Assurance Company

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The basic challenges of service companies today are how to effectively design and implement a ell structured communications platform in their efforts to satisfy customers. Many authorities argued that communication is essential part of service and can consequently create or destroy customer perceived value. Communication can be use as one of the most important tool in satisfying their customer. Generally, the study intended to find out the need for Enterprise Life Assurance Company to adopt effective communication strategies to satisfy and keep its clients in order to improve her position in the industry. Various literatures on the study were reviewed ranging from communication and customer satisfaction; communication techniques among others which the study tried to link it to the current study. Various methodological approaches were used that included sampling and research instrument. The sampling techniques included quota and purposive. The major instrument used was questionnaires. It was revealed that most of the customers had negative response to claims settlements whilst there was a good level of communication between ELAC and its customers. It was recommended that management should communicate regularly with their customers in order to assess the real effect of communication in improving customer satisfaction and make prompt payment on claims. Moreover, there should be more investment into the marketing of communications by companies so as to be above the competition in the industry.
A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the award of the Degree of Master of Business Administration,April-2009