INTERNAL MARKETING AND SERVICE QUALITY IN SELECTED INSURANCE FIRMS IN SOUTH – EAST, NIGERIA
Journal Title: Advance Research Journal of Multidisciplinary Discoveries - Year 2018, Vol 26, Issue 26
Abstract
This paper examined Internal Marketing and Service Quality in Selected Insurance Firms in South-East, Nigeria. The design for the study was the survey research and it covered a population of 109 members of staff of six selected insurance firms from the six states in the south-east zone of Nigeria. Using purposive sampling, the researchers selected 90 members of staff as the sampled unit but only 83 copies of the survey tool was validly filled and returned. The study gathered data from both primary and secondary sources, however, the major instrument for data collection was a five point likert scale questionnaire titled Internal Marketing and Service Quality Questionnaire (IMSQQ). The statistical tool used for data analysis in this study was the mean score. The data gathered was ranked as follows: SA= 5, A = 4, U = 3, D = 2, SD = 1. The study concluded that internal marketing holds a very significant and strong nexus with service quality delivery. It was therefore recommended that insurance firms in south-eastern zone of Nigeria should intensify their inter-functional coordination and integration and motivation while not compromising employees training.
Authors and Affiliations
EMEZUE, NNABUGWU, OKOCHA REJOICE EBERE, PIABARI, NORDUM
Keywords
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