The impact of customer care on consumer purchasing behaviour in the life assurance industry in Ghana: a moderating effect of educational background

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August, 2016
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In the life assurance industry in Ghana, customer care has become a pivotal aspect. Swift delivery and efficient services are vital when it comes to payment of claims. However, the industry is besieged with several complaints from customers as a result of deficiencies in claim settlement. The study therefore seeks to unravel the impact of customer care and consumer purchasing behaviour on life assurance products in Ghana. Enterprise Life Assurance Company Ltd was purposively selected for this study and 396 subscribers were sampled and questionnaires administered to them. Statistical tools embedded in the SPSS were used to analyse the data and it was revealed that there is high level of customer care practices at Enterprise Life Assurance Ltd in terms of proficiency of service delivery, media and presentation of messages to customers, the physical and ethical excellence, service delivery process, security and dynamic operations, credibility and functionality. Enterprise Life Assurance Company Ltd also provides high level of physical and ethical excellence in terms of the provision of proper drinking water and sanitary facilities and visually appealing signs, symbols, advertisement boards, fliers, and other artifacts in the branch offices. Key among the recommendations are further improving the customer care practices of the company, training of staff on customer care practices, awareness creation about the products and policies of the company and customer segmentation.  
A thesis submitted to the Department of Marketing and Corporate Strategy of the Kwame Nkrumah University of Science and Technology in partial fulfillment of the award of the degree of Master of Business Administration (Marketing).