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Corporate Brand Image And Customers’ Behavioural Intentions: An Empirical Study In Nigeria

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  • Ogorchukwu Augustine Isimoya

    (University of Lagos Faculty of Management Sciences, Department of actuarial science & Insurance)

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.

Suggested Citation

  • Ogorchukwu Augustine Isimoya, 2019. "Corporate Brand Image And Customers’ Behavioural Intentions: An Empirical Study In Nigeria," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(47), pages 161-178, December.
    • Handle: RePEc:aio:aucsse:v:2:y:2019:i:47:p:161-178
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    References listed on IDEAS

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    1. Gidhagen, Mikael, 1998. "Insurance marketing : services and relationships," Working Papers 1998:4, Uppsala University, Department of Business Studies.
    2. Yu-Te Tu & Hsiao-Chien Chang, 2012. "Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan," Journal of Social and Development Sciences, AMH International, vol. 3(1), pages 24-32.
    3. Ha Thu Nguyen & Hoang Nguyen & Nhan Duc Nguyen & Anh Chi Phan, 2018. "Determinants of Customer Satisfaction and Loyalty in Vietnamese Life-Insurance Setting," Sustainability, MDPI, vol. 10(4), pages 1-16, April.
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    More about this item

    Keywords

    Corporate brand image; customer satisfaction & loyalty;

    JEL classification:

    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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