Effects of corporate brand image on sustainability of National Health Insurance in Ghana (case study of Sekyere East District)

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Building a corporate brand is a complex task, a process that involves everyone in the organisation. Russ and Ravi (2011) suggest that brand combines features with customer satisfaction. In recent times, the NHIS has suffered some image crisis arising from late payment of claims to service providers, resulted to withdrawal of service by providers, clients then pay before they are attended to. The issue of non-coverage to some critical health challenges, and care under NHIS which lacks quality ranging from drugs to attention to patients, together these concerns has created bad image to the scheme.The study investigated the effect of corporate brand image on sustainability of National Health Insurance Scheme (NHIS) in Ghana. The study was a descriptive research which made use of both primary and secondary data. The objectives of the study included an assessment of the corporate brand image of NHIS, the importance of corporate brand image to the NHIS, an assessment of the sustainability of NHIS and also examined the effect of corporate brand image on sustainability of then NHIS. Questionnaires were distributed to 15 staff of Sekyere East Office of NHIA and 235 subscribers of the NHIS after which SPSS software was used to analyze the data. Among other findings, a slight majority of the clients indicated that slow registration process reminds them of the NHIS. But this position of disputed by the staff. In addition improvement of service quality and unique identification of the NHIS was emphasised by respondents. The study found a weak positive correlation between corporate brand image and sustainability of NHIS. It was recommended that management show commitment to brand building, while funding and premium be adjusted upwards.
A thesis submitted to the Department of Marketing and Corporate Strategy, College of Humanities and Social Science in partial fulfillment of the requirements for the degree of Master of Business Administration