PL EN


2017 | 17 | 44 | 777-793
Article title

Brand Equity Measurements and Service Delivery: Empirical Study from the Nigerian Insurance Industry

Content
Title variants
PL
Pomiar wartości marek handlowych i świadczenie usług: badanie empiryczne w nigeryjskim sektorze ubezpieczeniowym
Languages of publication
EN
Abstracts
EN
This study evaluates brand equity measurements on service delivery of insurance companies in Nigeria. An explanatory research design was employed. A purposive sampling technique was adopted. Structured questionnaire was employed for data gathering exercise. The study surveyed 31 insurance companies in Nigeria; with a sample size of 212 giving a response rate of 68%. More so, data collected was analysed using multiple regression method. Findings from the study have shown the relative importance of individual brand equity measurement and how positively related to service delivery of insurance companies in Nigeria. This research awakes the regulatory body of the need to continually engage academia, insurance practitioners and other stakeholders in scrutinising and improving insurance market penetration level in Nigeria. Insurance practitioners are enjoined to take value creation in their service delivery process critically important in a bid to allow for good brand repute and image. Lastly, National Insurance Commission should take its supervisory function crucial by regularly engaging in getting feedbacks from insuring populace concerning customers’ insurance brand judgment. The study provides an empirical approach to managers of insurance companies
PL
W niniejszym artykule oceniono pomiar wartości marek handlowych w odniesieniu do świadczenia usług przez firmy ubezpieczeniowe w Nigerii. Przyjęto scenariusz badań objaśniających. Posłużono się techniką celowego doboru próby, a dane zebrano za pomocą ustrukturyzowanego kwestionariusza. Badaniem objęto 31 firm ubezpieczeniowych w Nigerii i uzyskano 68% zwrotności kwestionariuszy z całej próby liczącej 212 respondentów. Zgromadzone w ten sposób dane poddano analizie w oparciu o metodę regresji danych. Wyniki ukazały relatywne znaczenie indywidualnego pomiaru wartości marki handlowej i jego pozytywny związek ze świadczeniem usług przez przedsiębiorstwa ubezpieczeniowe w Nigerii. Niniejsze badania powinny uświadomić organy regulacyjne co do potrzeby ciągłego zaangażowania środowiska akademickiego, praktyków ubezpieczeniowych oraz innych interesariuszy w analizowanie, nadzorowanie i poprawę poziomu penetracji rynku ubezpieczeniowego w Nigerii. Zaleca się, aby praktycy ubezpieczeniowi włączyli kreowanie wartości w proces świadczenia usług jako krytycznie ważne, co pozwoli na dobry wizerunek i reputację marki. Wreszcie, Krajowa Komisja Ubezpieczeniowa (ang.: National Insurance Commission) powinna poważnie traktować swą funkcję nadzorczą poprzez regularne angażowanie się w pozyskiwanie opinii zwrotnej ubezpieczających i ubezpieczonych w zakresie opinii klientów na temat marek ubezpieczeniowych. Artykuł przedstawia empiryczne podejście do menedżerów firm ubezpieczeniowych z punktu widzenia potrzeby zwracania uwagi i badania świadomości marki, skojarzeń z marką oraz zaufania do niej przez klientów.
Year
Volume
17
Issue
44
Pages
777-793
Physical description
Dates
published
2017-12-31
Contributors
  • Department of Insurance, Lagos State University, Lagos, Nigeria
  • Department of Actuarial Science & Insurance, University of Lagos, Niger
redactor
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Document Type
Publication order reference
YADDA identifier
bwmeta1.element.desklight-158a937b-6d68-455d-9b51-d667ef372c08
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