African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Full Length Research Paper

The relationship between customer focused service and customer satisfaction in the Nigerian insurance industry

Olowokudejo F. F.* and Adeleke I. A.
Department of Actuarial Science and Insurance, Faculty of Business Administration, University of Lagos, Nigeria.
Email: [email protected]

  •  Accepted: 14 September 2011
  •  Published: 30 November 2011



The main objective of this study is to find out if there is any relationship between customer focused services and customer satisfaction in the Nigerian insurance industry. Relevant literature was reviewed and a model consisting of four variables was conceptualized and tested by means of empirical data collected through a questionnaire survey. A total of one hundred and eighty (180) copies of questionnaires were administered, one hundred and forty nine (149) copies were duly completed and returned. This represents a response rate of 82.78%. The research instruments were validated and a pilot study was also carried out to test the reliability of the measures. The Cronbach alpha level is above the required 0.70. Spearman rank correlation and partial correlation were used to test the hypotheses. Findings show that there is a positive relationship between customer focused and customer satisfaction in the Nigerian insurance industry. Findings also show that commitment to the use of customer focused services lead to customer satisfaction in the Nigerian insurance industry. The study recommended that insurance companies should pay more attention to designing product and services that are focused at the customer.


Key words: Customer focused services, customer satisfaction, organizational characteristics, insurance industry.