Impact of Relationship Marketing on Customer Retention in the Nigerian Insurance Industry

Marketing — 2025, Undergraduate

This study examined the impact of relationship marketing on customer retention in the Nigerian insurance industry. A descriptive survey design was adopted with questionnaires administered to insurance policyholders. Data were analysed using descriptive statistics and regression analysis. The findings revealed that personal relationships, trust, regular communication, and responsive claims handling significantly influenced policy renewal and retention, while claim delays and poor communication drove lapses. The study found that many insurers neglected ongoing client relationships. It recommends client-focused relationship programmes, transparent claims processes, and consistent follow-up.

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