Acceptance and Patronage of Insurance Services in Northern Nigeria
Journal Title: IOSR Journal of Humanities and Social Science - Year 2018, Vol 23, Issue 4
Abstract
This paper adopted the Ajzen‟s theory of planned behaviour (TPB) to describe northern Nigerians‟ acceptance and patronage of insurance services. By applying the theory with additional variable as a contribution, to see what precisely account for relatively poor patronage of insurance services in northern Nigeria, particularly now that Islamic insurance is established.Interrelationship among the variables (attitude, subjective norms, perceived behavioural control, awareness and religion) is examined to see the extent of influence each has on customers‟ acceptance and patronage. Empirical survey among 288 members of the public, (both insured and non-insured) is made using SPSS software for analysis to measure their awareness level, religious rulings subjective norms, perceived behavioural control and attitudes towards insurance services. The attitudes and awareness, most often negative, are found to be the cause of low patronage of insurance services. It is also found that, religious values, subjective norms and behavioural control factors does not account for poor acceptability and patronage. The role of poor marketing strategies plays an important role in the persistent of such negative surge, as illustrated from the theoretical perspective. The findings present different demographical factors and their attitudes towards insurance companies and their services.Findings from such survey would constitute vital input for insurers in designing marketing strategies that would further stimulate and boost patronage and perception of insurance services.
Authors and Affiliations
Idris Yahaya Adamu
Keywords
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- EP ID EP418565
- DOI 10.9790/0837-2304013243.
- Views 67
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