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 Theoretical 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 Empirical 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
RESEARCH
METHODLOGY 33
4.1 Data
Collection 33
4.2
Analysis of Hypotheses 34
4.3
Findings and Discussion 43
CHAPTER
FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 45
5.3 Conclusion 46
5.4 Recommendations 47
References
Questionnaire
CHAPTER
ONE
INTRODUCTION
1.1 Background
to the study
Kotler
and Cox(1989:455) define public relations as involving building good relations
with the company’s various public’s by obtaining favourable publicity, building
up good “corporate image” and handling
or heading negative stories about the
firm. Good public image helps a firm to enhance its marketing performance.
Nwokoye (1981) cited by chinedu,(2006) sees public relation efforts of the marketer
as being “concerned with building and maintaining good relations with special
publics such as customers using advertising as a marketing tool. Public relations involve building a good
image in the eyes of the public, it also involves building and maintaining
mutual understanding between the organization and its publics. Jefkins (1978-86) cited in chinedu,( 2006) defines public
relation as “deliberate, planned and sustained effort to establish and maintain
mutual understanding between an organization and its publics. Public relations
concerns creating communication between any organization, commercial or non
commercial and its various publics, with whom it has contact. Public
relations is wider than advert in scope
because it creates good image between the firm and the public. The potentials
and application of public relations increases as societies become more unbiased,
civilized and complex. As population increases, so does the need of public relations.
1.2 Statement
of the problem
a. The
research need arouse because of the observations in the insurance
Industry.
Insurance industry in Imo state has been facing a lot of challenges ranging
from poor image building down to poor relationship between the customers and
the personnel, customer patronage and retention and how personnel can make
adequate use of some communication promo-tools such as advertising and public
Relations to enhance corporate marketing performance to achieve stated goal. Public
relations activities help insurance firms to eliminate some of the common
misunderstandings and mis-conceptions which exist in the minds of the publics which
generally contribute to the real and imagined poor public image of firms in the
insurance industry.
b. Furthermore,
due to the scanty empirical studies in the area of public
relations
as regard to the extent public relations can impact in enhancing corporate
marketing performance of the insurance industry in Imo state. These arouse the researchers interest to carry out this
study.
1.3 Objective
of the study
The general objective of the study is to assess the
efficiency rate of public relation in corporate performance enhancement. The
following are therefore the specific objective:
Ø to
examine how community PR can affect customer satisfaction in the insurance firm
Ø to
examine how shareholders PR can contribute to the busting of profitability
ratio in the insurance firm.
Ø to
examine how customer PR can attract new customers to increase the sales volume
ratio of insurance firm.
Ø to
examine the impact of dealers PR on customer loyalty.
1.4 Research Questions
Considering the
problems and objectives stated above, the following research questions were
examined.
Ø How
does community PR contribute to the satisfaction of customers in insurance
firm?
Ø How
does shareholders PR influence the busting of profit in the insurance firm?
Ø How
does customer PR affect the sales volume of the insurance firm?
Ø How
does dealers PR contribute to customer loyalty?
1.5 Research Hypotheses
H01:There
is no significant relationship between community PR and customer satisfaction.
H02: There is no significant relationship between
shareholders PR and profitability ratio.
H03: There
is no significant relationship between customer PR and sales volume
H04: There is no significant relationship
between Dealers PR and customer loyalty
1.6 Significant of the study
The most interesting part
of this study is that it will help insurance firms who have the objective of
increasing their performance to understand the role public relation play in the
mind of the general public. This research work will be useful to everybody but
mostly to insurance industry, the public’s, the public relation officers and
practitioners, the students especially in marketing and business administration
and also to policy makers and administrators.
Insurance
industries; practically, it will help the
insurance companies to know the best strategy to use in enhancing their image
within the areas of imo state.
Policy
makers and administrators; it will be helpful to
policy makers and administrators in policy formulation and implementation.
Students;
this work can serve as a reading article, guild line and reference to students
in tertiary institutions enlightening them on the importance of public relation
as its patterns to insurance industry.
1.7 Scope of the study
The extent of coverage of
this study is within the framework of assessing the efficiency rate of public
relation in corporate performance enhancement. This study will examine the
efficiency rate public relation plays in performance enhancement. Another
marketing component that does not contribute to the above listed scope is not within
the frame work of this research work.
1.8 LIMITATIONS
Non disclosure of
vital information from the publics will be the major problem that I will
encounter during the course of this work for the publics will be unwilling to
disclose information. Also Short time frame to properly research on the work
will also be a problem that I will encounter during the course of the work for
it will not be easy to combine my reading with the writing of the work.
Selection of suitable data and tools for analysis will also be a major
problem that I will encounter during the
course of my writing, poor responses from questioners and interviews is also a
problem that will occur
1.9
Definition of terms
MARKETING
PERFORMANCE: It is the systematic management of
marketing resources and processes to achieve measurable gains in return on
investment and efficiency, while maintaining quality in customer experience.
PUBLIC
RELATIONS: Public relation consists of all forms
of planned communications outward and inward between an organization and its
publics for the purpose of achieving specific objectives concerning mutual understanding
(jefkins, 1998). It is also the deliberate and planned effort to create and
maintain a mutual understanding between an organization and the public’s.
Insurance
industry: An insurance industry is a company that
offers insurance policies to the public, either by selling directly to an
individual or through another source such as an employee’s benefit plan. An
insurance company is usually comprised of multiple insurance agents. An
insurance company can specialize in one type of insurance such as life
insurance, health insurance etc.
Click “DOWNLOAD NOW” below to get the complete Projects
FOR QUICK HELP CHAT WITH US NOW!
+(234) 0814 780 1594
Buyers has the right to create
dispute within seven (7) days of purchase for 100% refund request when
you experience issue with the file received.
Dispute can only be created when
you receive a corrupt file, a wrong file or irregularities in the table of
contents and content of the file you received.
ProjectShelve.com shall either
provide the appropriate file within 48hrs or
send refund excluding your bank transaction charges. Term and
Conditions are applied.
Buyers are expected to confirm
that the material you are paying for is available on our website
ProjectShelve.com and you have selected the right material, you have also gone
through the preliminary pages and it interests you before payment. DO NOT MAKE
BANK PAYMENT IF YOUR TOPIC IS NOT ON THE WEBSITE.
In case of payment for a
material not available on ProjectShelve.com, the management of
ProjectShelve.com has the right to keep your money until you send a topic that
is available on our website within 48 hours.
You cannot change topic after
receiving material of the topic you ordered and paid for.
Login To Comment