ABSTRACT

The aim of this study was to ascertain the extent of the relationship between customer service architecture and marketing effectiveness of insurance firms in Rivers State. This study adopted cross-sectional and correlational research design and used structured questionnaire to collect data from one hundred and forty (140) retail customers of the 28 registered insurance service providers in Rivers State. Out of the one hundred and forty questionnaire, one hundred and thirty one (131) were retrieved. One hundred and twenty-seven ( 127) were usable. The data instrument was validated using test-retest and Cronbach alpha test to show internal consistency respectively. Data were analyzed using Simple, multi-regression and partial correlation aided by SPSS version 20.0. The study shows that all the dimensions of customer service architecture: self-service technology, customer complaint handling, frontline service personnel, and service cape were significant in determining marketing effectiveness. This study therefore, concluded that the dimensions of the predictor variable when effectively executed can significantly increase the level of customer satisfaction, customer commitment and favorable word of mouth among customers of insurance firms. Based on this, the study recommends increased customer awareness on the availability of self-service technologies that can facilitate transactional speed, convenience and customer participation in the service delivery processes.