QUALITATIVE ANALOGY OF CUSTOMER SERVICE DELIVERY STRATEGIES ON CUSTOMER RELATIONSHIP DIMENSIONS: NIGERIAN INSURANCE INDUSTRY EXPERIENCE
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Date
2025-12-23
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of the Management Sciences, Nnamdi Azikiwe University, Awka, Nigeria
Abstract
Given the sector's pervasive trust deficit, understanding how specific strategies like
complaint handling and technical competence of the service staff regarding insurance
products are very important. This exploratory, small-scale study investigated the
relationship between customer service delivery strategies on customer relationship
dimensions among customers of the selected insurance firms (AIICO Insurance Plc.,
Leadway Assurance Company Limited and FBNInsurance Limited) in Lagos State,
Nigeria. Using a qualitative research design, the study conducted face-to-face interviews
with four participants. The data, analyzed with NVivo software, revealed preliminary
insights into how customer service delivery strategies influence customer relationship.
The findings from the study’s thematic analysis suggest a potential link between a firm's
customer service delivery strategies and customer relationship, based on the experiences
shared by the six interviewees. The study's main takeaway is that prioritizing efficient
and effective service delivery appears to be a factor in fostering customer satisfaction
and loyalty. Based on these initial insights, we suggest that service providers consider
focusing on customer service delivery programs to improve customer relationships and
brand awareness. Imminent, larger-scale study would be helpful to additionally explore
and confirm these foundational findings.