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.
Report a problem with this project
More from Marketing
- Assessment of Marketing Laboratory Facilities in Polytechnics in Oyo State
- Effect of Product Packaging Assignments on ND Students' Creativity in Ogun State
- Challenges of Market Survey Project Work at ND Level in Lagos State
- Influence of availability of workshop facilities on ND Students' Interest in E-Commerce in Kebbi State
- Assessment of Advertising Practical Knowledge among ND Marketing Students in Kaduna State
Too time-strapped to build it yourself?
Our team writes final-year projects and builds software on request — source, materials and support included. Get a quote.