Abstract

Insurance penetration rate in Nigeria is poor at 0.3 per cent. This is a problem and a concern given that a higher insurance penetration rate leads to higher rate of economic development. The outlying causes of this problem are mostly communication-related challenges that could be assuaged by public relations activities. However, this area has attracted minimal research, in spite of its importance to the economic development of Nigeria. Stakeholders’ theory of public relations underpinned the study. The study population was the two million insurance customers in Nigeria. A sample of 768 was scientifically determined through Saunders, Lewis and Thornhill technique. A validated questionnaire was used for data collection. The response rate was 100 per cent. Data were analysed using Pearson Product Moment Correlation. The study found that insurance customers have sympathy for insurance, accept insurance and have knowledge of insurance. However, they have no interest in insurance. The study concluded that public relations activities among Nigerian insurance companies have not fully met the criteria needed to increase insurance penetration rate.

Key Words: Customer Relations, Insurance, Public Relations, Receptivity, Stakeholders’ Theory.

^JCMR Journal of Communication and Media Research, Vol. 14, No. 2, October 2022, pp. 51-61

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the authors

*    Kolade Ajilore, Ph.D., is a Professor and Head, Department of Mass Communication, Babcock University, Ilishan Remo, Ogun State, Nigeria. His interest is in brand communication, conflict reporting and health communication.

**Kunle Ogedengbe, Ph.D., is a Senior Lecturer in the Mass Communication Department and the Acting Dean, Faculty of Arts, Management and Social Sciences at Trinity University, Sabo, Yaba, Lagos State, Nigeria. His interest is in public relations, advertising, strategic communication, international communication, marketing communication, development communication, sports communication, journalism and media studies.

Article Citation

Ajilore, K. & Ogedengbe, K. (2022). Customer receptivity of Nigerian insurance companies’ public relations activities. Journal of Communication and Media Research, 14 (2): 51-61.

Full Article

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