ABSTRACT

This research work ascertained the role public relations play in enhancing the Marketing Performance of Insurance Firms in Imo State. The role of public relation in Insurance firms cannot be over emphasized therefore they play a crucial role in enhancing the marketing performance of the insurance firm by increasing their sales volume, rate of turnover, customer loyalty and corporate profitability.  A good PR activity builds good relationship between the insurance personnel’s and its publics and also creates good and conducive working environment for efficiency and credibility. This study adopted the survey research method which involves the use of questionnaire, personal interviews, physical observations and oral interviews as major research instruments to generate data. The analysis technique used in this research work is simple descriptive statistics which involves frequency table and percentage.  Descriptive method of statistical analysis was used to analyze the data.  Inferential method of statistical analysis was used to test the hypotheses, as hypotheses were tested and conclusion reached. Findings from this work reveal that there is no significant relationship between host community Public relations activities and insurance service consumers’. The hypotheses two also goes further to show that significant relationship exists between shareholders public relation activities and corporate profitability, hypothesis three shows that significant relationship exists between customer public relations activities and sales volume of insurance firms in Imo state The hypotheses four shows that significant relationships exist between the practice of dealers’ public relations and customer’s loyalty. In conclusion, it has proven that public relation activities and practices contribute immensely towards increasing the marketing performance of insurance firms in Imo state. Therefore, insurance personnel’s are been advised not to overlook the role public relations play in Insurance firms.  

TABLE OF CONTENTS

Title page i

Certification ii

Dedication iii

Acknowledgement iv

Table of Contents v

List of Tables vi

Abstract ix

 CHAPTER ONE 

INTRODUCTION

1.1 Background to the study 1

1.2 Statement of the problem 2

1.3 Objective of the study 2

1.4   Research Questions

1.5 Research Hypotheses    3

1.6     Significant of the study 3

1.7   Scope of the study 4

1.8   Limitations 4

1.9 Definition of Term 5

CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction 6

2.1     Conceptual Framework 6

2.1.1   Concept of Insurance 11

2.1.2 The Concept of Public Relation 12

2.2.1 Review of Theoritical Framework 13

2.2.2 Application Of The Public Relations Model Towards Improving The Marketing Performance Of Insurance Industries In Imo State. 16

2.3.1 Review of Emperical Literature 18

2.3.2 Public Relations Programmes And Events As It Relate To Insurance

 Companies. 20

2.3.4 Benefits Of Insurance 23

  CHAPTER THREE

Research Methodology

3.0 Introduction 28

3.1 Research Design 28

3.2 Area of Study  28

3.3 population of the study 29

3.4 Sample and Sampling techniques. 29

3.5 Method of Data Collection 30

3.6 Instrument for Data Collocation 30

3.6.1 Questionnaire 30

3.6.2 Oral Interview 31

3.7 Method for data analysis 31

3.8 Model Specification 31

3.9 Validity Test 32

CHAPTER FOUR

4.0   RESEARCH METHODLOGY 33

4.1   Data Collection 33

 4.2 Analysis of Hypotheses 34

 4.3 Findings and Discussion 43

CHAPTER FIVE

5.0      SUMMARY, CONCLUSION AND RECOMMENDATIONS 43

5.1     Summary 45

5.3 Conclusion 46

5.4      Recommendations 47

References

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